# 0351055

The Adweek Copywriting Handbook

The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters


Συγγραφέας: Sugarman Joseph
Εκδότης: John Wiley & Sons Inc
ISBN: 9780470051245
Αριθμός Σελίδων: 368
Διαστάσεις: 23x2x19
Έτος Έκδοσης: 2006

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Σύνοψη του βιβλίου "The Adweek Copywriting Handbook"

Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.


Συγγραφέας/εις: Sugarman Joseph
Κατηγορία: management
ISBN: 9780470051245
Ημερ/νία έκδοσης: 17/11/2006
Εκδότης: John Wiley & Sons Inc
Εξώφυλλο: Paperback / softback
Σελίδες: 368
Τόπος έκδοσης: New York
Χώρα έκδοσης: United States
Βάρος βιβλίου: 716 gr
Διαστάσεις βιβλίου: 23x2x19 cm
Λεπτομέρειες εικονογράφησης: Illustrations

Περιεχόμενα

Foreword: The Sugarman Legacy (Ray Schultz). Acknowledgments. Introduction: The Origin of This Book. SECTION ONE: UNDERSTANDING THE PROCESS. Preview. 1. General Knowledge. 2. Specific Knowledge. 3. Practice, Practice, Practice. 4. The Purpose of All the Graphic Elements of an Ad. 5. The First Sentence. 6. Creating the Perfect Buying Environment. 7. Resonating with the Reader. 8. The Slippery Slide. 9. Assumed Constraints. 10. Seeds of Curiosity. 11. Copy as Emotion. 12. Selling the Concept, Not the Product. 13. The Incubation Process. 14. How Much Copy Should You Write? 15. The Art of Personal Communication. 16. The Copy Sequence. 17. the Editing Process. SECTION TWO: UNDERSTANDING WHAT WORKS. Preview. 18. Powerful Copy Elements Explained. 19. The Psychological Triggers. 20. Selling a Cure, Not Prevention. 21. Rating Your Writing Level. 22. Seven Steps to Writing Great Copy. SECTION THREE: PROVING THE POINTS-AD EXAMPLES. Preview. 23. The Lazy Man's Way to Riches. 24. A Fluke of Nature. 25. Lingerie for Men. 26. The More You Learn. 27. A More Stimulating Way. 28. Magic Baloney. 29. Pet Plane. 30. Mail Order Mansion. 31. Hungarian Conspiracy. 32. Vision Breakthrough. 33. Gold Space Chains. 34. Consumers Hero. 35. Nautilus Spelling Sale. A Note: The Power of Your Pen. SECTION FOUR: UTILIZING YOUR COPYWRITING SKILLS. Preview. 36. Writing for Different Media. Epilogue: Some Final Thoughts. Appendix A: Assumed Constraints, Continued. Appendix B: Seeds of Curiosity, Continued. Appendix C: Summary of Axioms and Major Points. Appendix D: Recommended Reading. Index. About the Author.

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