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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Researching the Ad
Preparing to Write
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advantages advertising appear attention audience audio benefits body copy brand Business Publication camera campaign classified client color Contemporary Hit Radio copy platform copywriter create creative customers demographic describe a shot direct mail direct marketing elements format Goudchaux's guidelines headline Honda Honda Passport illustration infomercials Internet Lab Date letter listener logo medium merchandise newspaper º º objectives offer out-of-home Out-of-Home Advertising outdoor package percent person photograph poster product or service promotion prospects psychographic purchase radio commercials radio format Radio Script Ragú Raisin Bran reader readership retail screen selling points sheet slogan sound effects specific Sports Illustrated spot storyboard T-square target telephone number television typefaces usually viewer Viravac visual white space words write Yellow Pages