Fundamentals of Copy & Layout - Tapa dura

Sinopsis

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.

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