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.

Fundamentals of Copy and Layout

Business & Money

Albert C. Book, C. Dennis Schick

Marketing & Sales

McGraw/Hill Contemporary

See the best price to sell, buy, or rent books by Albert C. Book, C. Dennis Schick. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Albert C. Book, C. Dennis Schick

See the best price to sell, buy, or rent books by Albert C. Book, C. Dennis Schick. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Fundamentals of Copy and Layout