Masters of Advertising Copy (RLE Marketing)

Masters of Advertising Copy (RLE Marketing)

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Bibliographic Details
Main Author:	Frederick, J. George
Format:	eBook
Language:	English
Published:	Florence : Routledge, 2014.
Series:	Routledge Library Editions: Marketing Ser.
Subjects:	Advertising. Advertising
Online Access:	Click for online access

Table of Contents:

Cover
Half Title
Title Page
Copyright Page
Original Title Page
Original Copyright Page
Table of Contents
Preface
Introduction
Words are the Working Tools
Chapter I: Advertising Copy and the Writer
Chapter II: The Advertising Writer Who is Bigger than His Ad
Chapter III: Human Appeals in Copy
Chapter IV: The Underlying Principles of Good Copy
Chapter V: Emotion and Style in Advertising Copy
Chapter VI: Some Lessons I Have Learned in Advertising
Chapter VII: Copy
Good, Bad and Indifferent
Chapter VIII: The Research Basis of Copy
Chapter IX: Axioms of Advertising
Chapter X: Copy First
Chapter XI: Making Advertisements Read
Chapter XII: Copy Don'ts
Chapter XIII: Wanted
By the Dear Public
Chapter XIV: Advertising Copy and the So-Called ""Average Woman
Chapter XV: Bellevable Advertising
Chapter XVI: Looking at Copy and Looking Into It
Chapter XVII: The Human Side of It
Chapter XVIII: Copy That Is and Isn't
Chapter XIX: The Sales Power of Good Copy as Demonstrated in Book Advertising
Chapter XX: The Copy Writer's Work Bench
Chapter XXI: The Psychology of the Printed Work
Chapter XXII: Simplicity in Advertising Copy
Chapter XXIII: What Makes Good Retail Copy
Chapter XXIV: The Art of Visualizing Good Copy
Chapter XXV: Old and New Days in Advertising Copy