Advertising Copywriting - Hardcover

Burton, Phillip Ward

Hardcover

ISBN 10: 0844232068 ISBN 13: 9780844232065

Publisher: Pearson, 2001

For courses in Advertising Copywriting. A comprehensive textbook covering creative copywriting as a skill and as a career. Shows how to write attention-grabbing headlines and sales-generating body copy for virtually every field and every medium.

"synopsis" may belong to another edition of this title.

From the Publisher:

Presents instructive examples of campaigns used in business, the professions, agriculture, and heavy industry, in both print and broadcast media.
Features comprehensive coverage of the legal and ethical aspects of copywriting.
Provides illustrations, storyboards and photos to demonstrate effective advertising techniques.
Examines new computer applications that have transformed the way copywriters interact with art directors.
Encourages student participation with leaning activities, exercises, and case studies.

Synopsis:

This work features from low-budget local campaigns to big-budget national television spots. "Advertising Copywriting" provides practical, straightforward instructions for writing successful copy. Students learn how to apply pre-tested principles to create attention getting headlines and sales generating copy.

"About this title" may belong to another edition of this title.