Fundamentals of Copy and Layout&hellip (Catlett, VA)

Fundamentals of Copy and Layout&hellip

EVERYTHING YOU NEED TO KNOW TO PREPARE BETTER ADS 2nd EDITIONLocal pick-up preferred but will ship at the buyers expenseKingston Books15 IMG_ 6978Authors Albert C. Brooks C. Dennis SchickPublisher NTC Business BooksAmazon price 119.95My Copy slightly used - 60.00ContentsIntroduction vPART I Creative PhilosophiesCreative Philosophies 3PART II CopyResearching the Ad 13 Preparing to Write 23 Writing the Ad 27 The Headline Copyediting 41 Copyediting 41 Copyfitting 55 PART III LayoutElements 65 Materials 67 Illustrations 69 Organizations of the Ad 73 Typography 83 The Finished Product 93 PART IV Print MediaNewspapers 113 Classified 127 Consumer Magazines 133 Business Publications 143 Direct Response 151 Direct Mail versus Direct Response 155 Outdoor 169 Transit 177 Specialty 181 Yellow Pages 185 PART V Broadcast Media23. Radio 19324. Television 209PART VI CONCLUSION Cases 235Glossary 249About the Authors 263Here s all you will need to write and design effective powerful advertising for all forms of media. Fundamentals of Copy and Layout tells you why to do it and how to do it. It s practical it s current and it s comprehensive.CREATE PHILOPHIES Fairfax Cone William Bernbach Leo Burnette Campbell-Ewald Company Rosser Reeves David Ogilvy Jack Trout Thomas DillionCOPY Researching the Ad Preparing the Ad Writing the Ad The Headline Copyediting CopyfittingLAYOUT Elements Materials Illustration Organization Typography The Finished ProductPRINT MEDIA Newspapers Classified Consumer Magazines Business Publications Direct Response Direct Mail Outdoor Transit Specialty Yellow PagesBROADCAST MEDIA Radio TelevisionCONCLUSION Cases GlossaryLet the authors of 40 years experience in copyrighting teaching consulting and account management show you how to create better ads. Fundamentals of Copy and Layout is must reading for students and practitioners alike..Write stronger headlines. Write about benefits not features Prepare layouts for everything from newsprint to billboards. Write for special needs of broadcast media. The book includes cases exercises a complete glossary. Several all time advertising greats share their creative philosophies.Paperback 263 pages Library of Congress Catalog Card Number 89-63862