A veteran copywriter offers advice on how to spark ideas and then capture them in copy, how to write headlines that attract attention, how to make ads believable and motivate readers to act, and how to learn from failure as well as success. Readers will discover principles, procedures, and practical suggestions for every medium and style of advertising.
Product Details
ISBN-13: 9781607965664
Media Type: Paperback
Publisher: Beta Nu Publishing
Publication Date: 02-08-2013
Pages: 258
Product Dimensions: 6.00(w) x 9.00(h) x 0.54(d)
About the Author
During his six-decade career at the top advertising firm of BBDO, John Caples (1900–1990) pioneered the techniques of effective copy-testing. The advertising industry's most prestigious tribute, The John Caples International Award, was named in his honor.
Table of Contents