Fundamentals of Copy and Layout: A Manual for Advertising Copy & Layout

Front Cover

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Contents

Creative Philosophies
3
Copy
11
Researching the Ad
13
Preparing the Ad
19
Broadcast Media
21
Writing the Ad
23
The Headline
27
Copyediting
37
Print Media
107
Newspapers
109
Consumer Magazines
127
Business Publications
135
Direct Mail
143
Outdoor
153
Transit
161
Specialty
165

Copyfitting
51
Elements
61
Materials
63
Illustration
65
Organization
69
Typography
79
The Finished Product
89
Yellow Pages
169
Radio
177
Television
193
Cases
217
Glossary
231
About the Authors 247
Copyright

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