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CHAPTER ITHE NATURE AND PURPose of Advertising
MoRE THAN SALESMANsh IP IN PRINT
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action advertising advertising copy appeal association attention average beauty beginning better brand building called Chapter character color Company complete construction contain copy copy-writer course depends desire direct display distinctive effective emotional evidence example experience express fact give hand headline idea illustrates important impression interest kind language lead less magazine manufacturer material means ment merits method mind naturally necessary never newspaper offer original person picture piece possible practice present principle proved rarely reach reader reason requirements result sell sentence single slogan sometimes story style suggest tell things thought tion tires usually women words writing