Everything students need to know to create better ads is included in this user-friendly workbook. Self-quizzes, assignments, and cases teach students to solve actual copy and layout challenges. Features the creative philosophies of Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, and Rosser Reeves. Includes material on research, data collection, analysis, and integrated marketing. This text's nuts-and-bolts techniques and cutting-edge content will empower your students with:

* A solid foundation in the fundamentals that they'll use and thank you for throughout their careers. * Tips on writing for the Internet, new computer applications, and photo reproduction techniques. * The critical outlook they'll need to succeed by completing the text's quizzes, assignments, and copy and layout problems.

From the Back Cover

In Fundamentals of Copy & Layout Albert C. Book and C. Dennis Schick share more than 40 year's experience in advertising-from the classroom to the boardroom, from sales to management. This book offers clear, concise information to lead you through the copy and layout process for advertisements in newspapers, consumer magazines, direct response, outdoor, television, radio, and interactive media. An essential resource for anyone in the field, this book highlights the philosophies of advertising's great names such as Bill Bembach, Leo Burnett, David Ogilvy, Jack Trout, Rosser Reeves, and others. This hands-on manual provides self-quizzes, assignments, and cases to let you try your hand at solving actual copy and layout problems. A comprehensive glossary rounds out the volume. Whether you are a seasoned advertising professional or an eager newcomer, Fundamentals of Copy & Layout is a must for your library.

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