Fundamentals of Copy & Layout
McGraw Hill Professional, 1997 - Language Arts & Disciplines - 278 pages
Here's all you need to write and design effective, powerful advertising for all forms of media. Fundamentals of Copy & Layout tells you "why to do it" and "how to do it."' It's practical, it's current; and it's comprehensive. CREATIVE PHILOSOPHIES Fairfax Cone; William Bernbach; Leo Burnett; Don Schultz; Rosser Reeves; David Ogilvy; Jack Trout; Susan Gillette COPY Researching the Ad; Preparing the Ad; Writing the Ad; The Headline; Copyediting; Copyfitting LAYOUT Elements; Materials; Illustration; Organization; Typography; The Finished Product PRINT MEDIA Newspapers; Classified; Consumer Magazines; Business Publications; Direct Response; Direct Mail; Outdoor; Transit; Specialty; Yellow Pages BROADCAST MEDIA Radio; Television INTERACTIVE MEDIA Let the authors' 40 years' experience in copywriting, teaching, consulting, and account management show you how to create better ads. Fundamentals of Copy & Layout is must reading for students and practitioners alike.
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advertising agency approach attention audience audio benefits body copy brand called camera campaign client color consumer research copy platform copyfitting copywriter create creative customers David Ogilvy demographic direct mail direct marketing elements EXHIBIT format Goudchaux's guidelines headline Honda idea illustration inch infomercials integrated marketing communications interest Internet Jack Trout Lab _ Date layout Leo Burnett letter listener logo Longines magazine medium merchandise newspaper number of lines number of words objectives offer out-of-home Out-of-Home Advertising outdoor package person picas poster product or service promotion prospects psychographics radio commercials reader readership retail Rosser Reeves screen script selling points sheet shot slogan sound effects Spaghetti Warehouse specific storyboard style target Ted Bates telephone number television typefaces usually visual white space William Bernbach write Yellow Pages