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O n e Lights and Shadows of Copywriting
h ree What a Copywriter Does
s e V en AttentionGettersYour Headlines
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actually adver advertising agency announcer appeal basic beneﬁts better body copy brand names camera campaign Canada Dry caption catalog check list color comprehensive layout consumer copy chief copy testing copywriter copywriter’s coupon creative customers dealers deﬁnite direct-mail display effective example fact fashion Federal Trade Commission ﬁeld ﬁgures ﬁlm ﬁnal ﬁnd ﬁnished ﬁrst ﬁve GARRY Gillette gimmick give harmonica headline Hotpoint idea illustration important interest J. L. HUDSON COMPANY layout Libby's look magazines mail-order catalog mail-order selling ment merchandise newspaper offer package person picture poster proﬁt prospects purchase radio reader readership retail Reynolds Wrap salesman slogan speciﬁc spot stop motion story straight-line copy style subheads technique television commercial tell things tion tisement tising trade-mark usually vertising viewer words write copy