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Elements of Copywriting

Elements of Copywriting - 97 edition

Elements of Copywriting - 97 edition

ISBN13: 9780028626307

ISBN10: 0028626303

Elements of Copywriting by Gary Blake and Robert W. Bly - ISBN 9780028626307
Edition: 97
Copyright: 1997
Publisher: Macmillan Publishing Co.
Published:
International: No
Elements of Copywriting by Gary Blake and Robert W. Bly - ISBN 9780028626307

ISBN13: 9780028626307

ISBN10: 0028626303

Edition: 97

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Summary

In the tradition of The Elements of Style, here is a concise handbook of the principles and practice of writing effective ads, brochures, and every other type of copy intended to persuade. It covers writing headlines and body copy as well as increasing readership and response, and goes on to provide copy guidelines for print ads, direct mail, brochures, catalogs, press releases, electronic messages, and more.

Table of Contents

Table of Contents

Acknowledgments.
Introduction.

I.COPYWRITING PRINCIPLES.

1.The Fundamentals of Persuasive Writing.
2.Headlines.
3.Body Copy.
4.Power Copywriting Techniques.

II.COPYWRITING TASKS.

5.Print Advertising.
6.Direct Mail.
7.Brochures.
8.Catalogs.
9.Press Releases and Press Kits.
10.Audiovisual Promotions.
11.The World Wide Web.
12.Other Formats.

Index.