Record details

• ISBN: 0805078045
• ISBN: 9780805078046
• Physical Description: xvii, 410 pages ; 20 cm
• Edition: Third edition.
• Publisher: New York : Henry Holt, 2005.

Content descriptions

Bibliography, etc. Note:

Includes bibliographical references (pages 393-397) and index.

Formatted Contents Note:

1 An Introduction to Copywriting 1 -- 2 Writing to Get Attention: The Headline 12 -- 3 Writing to Communicate 37 -- 4 Writing to Sell 63 -- 5 Getting Ready to Write 98 -- 6 Writing Print Advertisements 121 -- 7 Writing Direct Mail 149 -- 8 Writing Brochures, Catalogs, and Other Sales Materials 173 -- 9 Writing Public Relations Materials 203 -- 10 Writing Commercials and Multimedia Presentations 229 -- 11 Writing for the Web 260 -- 12 Writing E-Mail Marketing 286 -- 13 How to Get a Job as a Copywriter 313 -- 14 How to Hire and Work with Copywriters 341 -- 15 Graphic Design for Copywriters 363 -- Appendix A Glossary of Advertising Terms 377 -- Appendix B Periodicals 385 -- Appendix C Web Sites 389 -- Appendix E Organizations 392.

Search for related items by subject

Subject:

Advertising copy.
Business writing.