| Description |
1 online resource (399 pages) |
| Series |
Routledge Library Editions: Marketing Ser |
|
Routledge Library Editions: Marketing Ser
|
| Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- Original Title Page -- Original Copyright Page -- Table of Contents -- Preface -- Introduction -- Words are the Working Tools -- Chapter I: Advertising Copy and the Writer -- Chapter II: The Advertising Writer Who is Bigger than His Ad -- Chapter III: Human Appeals in Copy -- Chapter IV: The Underlying Principles of Good Copy -- Chapter V: Emotion and Style in Advertising Copy -- Chapter VI: Some Lessons I Have Learned in Advertising -- Chapter VII: Copy -- Good, Bad and Indifferent -- Chapter VIII: The Research Basis of Copy |
|
Chapter IX: Axioms of Advertising -- Chapter X: Copy First -- Chapter XI: Making Advertisements Read -- Chapter XII: Copy Don'ts -- Chapter XIII: Wanted -- By the Dear Public -- Chapter XIV: Advertising Copy and the So-Called ""Average Woman -- Chapter XV: Bellevable Advertising -- Chapter XVI: Looking at Copy and Looking Into It -- Chapter XVII: The Human Side of It -- Chapter XVIII: Copy That Is and Isn't -- Chapter XIX: The Sales Power of Good Copy as Demonstrated in Book Advertising -- Chapter XX: The Copy Writer's Work Bench -- Chapter XXI: The Psychology of the Printed Work |
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Chapter XXII: Simplicity in Advertising Copy -- Chapter XXIII: What Makes Good Retail Copy -- Chapter XXIV: The Art of Visualizing Good Copy -- Chapter XXV: Old and New Days in Advertising Copy |
| Notes |
Print version record |
| Subject |
Advertising.
|
|
Advertising
|
| Form |
Electronic book
|
| ISBN |
9781000086737 |
|
1000086739 |
|
