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.
|Publisher:||NTC Publishing Group|
|Product dimensions:||8.80(w) x 11.31(h) x 1.00(d)|
Table of ContentsPart I: Creative Philosophies Part II: Copy * Researching the Ad * Preparing to Write * Writing the Ad * The Headline * Copyediting * Copyfitting Part III: Layout * Elements * Materials * Illustrations * Organization of the Ad * Typography * The Finished Product Part IV: Print Media * Newspapers * Classified * Consumer Magazines * Business Publications * Direct Mail * Out-of-Home Media * Promotional Products/Specialty Advertising * Yellow Pages Advertising Part V: Broadcast and Interactive Media * Radio * Television * Internet Advertising Part VI: Cases * Honda Passport * MPR Teltech * Vancouver Symphony Orchestra * White Spot Restaurants * Texas Fireframe Grate * Sidles Auto Sun Shades