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. The Creative Philosophies are from: Fairfax Cone; William Bernbach; Leo Burnett; Don Schultz; Rosser Reeves; David Ogilvy; Jack Trout; and, Susan Gillette. The other features include: Copy - Researching the Ad, Preparing the Ad, Writing the Ad, The Headline, Copyediting, and, Copyfitting; Layout - Elements, Materials, Illustration, Organization, Typography, and, The Finished Product; Print Media - Newspapers, Classified, Consumer Magazines, Business Publications, Direct Response, Direct Mail, Outdoor, Transit, Specialty, and, Yellow Pages; and, Broadcast Media - Radio and Television. In 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.

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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