Tested Advertising Methods / Edition 5

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Here are all the proven selling techniques to remove the guesswork from advertising, making it a science of sure results. From writing the headline to making the offer...from finding the right appeal to putting it into your copy...from selling layouts to conducting practical, affordable testing, Caples shows you, step by step, how to make all your advertising successful. You'll learn why some ads work, and why others fail. You'll discover how to write headlines that attract readers...choose graphics that help sell your product...and find the right appeal for your audience.
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Product Details

  • ISBN-13: 9780130957016
  • Publisher: Benjamin-Cummings Publishing Company
  • Publication date: 6/28/1998
  • Edition number: 5
  • Pages: 278
  • Sales rank: 192,122
  • Product dimensions: 6.02 (w) x 8.95 (h) x 0.84 (d)

Table of Contents

Foreword to the Fourth Edition
Introduction to the Fifth Edition
1 The New Advertising Strategy 1
2 The Most Important Part of an Advertisement 13
3 Headlines That Attract the Most Readers 22
4 Right and Wrong Methods of Writing Headlines 29
5 Thirty-Five Proven Formulas for Writing Headlines and Direct Mail Teasers 46
6 Finding the Right Appeal 70
7 Tested Advertising Versus Untested Advertising 84
8 How to Put Enthusiasm into Advertising Copy 94
9 How to Write the First Paragraph 102
10 Right and Wrong Methods of Writing Copy 115
11 Twenty Ways to Increase Selling: Power of Copy 133
12 How to Avoid Special Problems in Copywriting 159
13 Thirty-Two Ways to Get More Inquiries from Your Advertising 169
14 How to Appeal to a Mass-Market Audience 185
15 Layouts and Illustrations That Attract the Most Readers 199
16 How to Make Small Ads Pay 216
17 Ten Brain Teasers 224
18 Seventeen Ways to Test Your Advertising 235
Index 271
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Sort by: Showing 1 Customer Reviews
  • Posted July 13, 2009

    Tested Advertising Methods

    This book was written a long time ago but all of the priciples that are introduced apply in todays market. A must book for anyone wanting to use their advertsing buget money wisely an learning basic advertising methods

    Was this review helpful? Yes  No   Report this review
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