The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters(John Wiley & Sons Ltd)


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The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

(Tiparita)
2007

Joseph Sugarman

The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
ISBN: 9780470051245 Editura:

John Wiley & Sons Ltd

Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

Limba Engleza
Cuprins Foreword: The Sugarman Legacy (Ray Schultz). Acknowledgments. Introduction: The Origin of This Book. SECTION ONE: UNDERSTANDING THE PROCESS. Preview. 1. General Knowledge. 2. Specific Knowledge. 3. Practice, Practice, Practice. 4. The Purpose of All the Graphic Elements of an Ad. 5. The First Sentence. 6. Creating the Perfect Buying Environment. 7. Resonating with the Reader. 8. The Slippery Slide. 9. Assumed Constraints. 10. Seeds of Curiosity. 11. Copy as Emotion. 12. Selling the Concept, Not the Product. 13. The Incubation Process. 14. How Much Copy Should You Write? 15. The Art of Personal Communication. 16. The Copy Sequence. 17. the Editing Process. SECTION TWO: UNDERSTANDING WHAT WORKS. Preview. 18. Powerful Copy Elements Explained. 19. The Psychological Triggers. 20. Selling a Cure, Not Prevention. 21. Rating Your Writing Level. 22. Seven Steps to Writing Great Copy. SECTION THREE: PROVING THE POINTS-AD EXAMPLES. 
Data Publicarii 2 January 07 
Format Paperback 
Paginare 360 

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