Write Great Ads
Autor Erica Levy Kleinen Limba Engleză Paperback – feb 1990
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Specificații
ISBN-13: 9780471507031
ISBN-10: 0471507032
Pagini: 192
Dimensiuni: 152 x 227 x 16 mm
Greutate: 0.27 kg
Editura: Turner Publishing Company
Locul publicării:Hoboken, United States
ISBN-10: 0471507032
Pagini: 192
Dimensiuni: 152 x 227 x 16 mm
Greutate: 0.27 kg
Editura: Turner Publishing Company
Locul publicării:Hoboken, United States
Textul de pe ultima copertă
You don't have to be especially "creative." And you can forget about writer's block. Because now, even if you've never written advertising before, there's a simple proven way to Write *ADS* Great copywriters aren't born. They're made! That's because writing isn't a talent you're born with--it's a skill as learnable as driving a car or typing. Write Great Ads takes the mystery out of copywriting and shows how to write effective advertising copy for print ads, direct mail packages, radio spots, and television commercials. Write Great Ads takes you, step-by-step, through every aspect of the process. You'll learn:
- How to zero in on the key features and benefits of your ad
- How to write a headline that really sells
- How to come up with an original, effective selling concept
- How to put all the facts together and craft an irresistible call to action--guaranteed to pull in sales!
Cuprins
Take Advertising One Step at a Time. Beat the ``Maybe I′m Not Creative Enough′′ Blues. Homework, Legwork, and Research: How to Avoid Copy That Doesn′t Sell. I′ve Got this Ad to Write––Now What?. Develop a Concept. Feature Creature Versus Benefits Champ. The Anatomy of an Ad. Create the Headline. Billbroad Writing: Copywriting at 55 Miles per Hour. Subheads––The Underrated Secondary Headline. Sexy Body Copy. Accentuate the Positive. Closing Arguments/Call to Action. Showtime!. Putting It All Together and Write Your First Ad. Gear Up to Write a Longer Ad. Now, Tackle a Brochure. Take the Direct Approach with Direct Mail. Lights! Camera! TV!. Tuning in for Radio. Clear Your ``Voice.′′ Some Great Consumer Advertising. Some Great Business–to–Business Advertising. Some Great Fund–Raising Advertising. Some Great Financial Advertising. Some Great Health Care Advertising. Some Great Retail Advertising. Some Great Subscription Advertising. If You Want to Write Advertising All Day...And Sometimes All Night: Thoughts on Becoming an Advertising Copywriter. Glossary of Advertising Terms. Bibliography. Index.
Notă biografică
ERICA LEVY KLEIN is President of Klein & Kroll, Inc., a St. Louis marketing agency, an instructor at the Washington University Department of Journalism and Communications, and a nationally syndicated newspaper columnist.