Record details

• ISBN: 0970451547
• ISBN: 9780970451545
• Physical Description: print
  x, 397 pages : illustrations ; 28 cm
• Edition: 3rd edition
• Publisher: Evanston, IL : Racom Communications ; New York : Direct Marketing Assoc., [2004]
• Copyright: ©2004

Content descriptions

General Note:

Includes index.

Formatted Contents Note:

Acknowledgements -- Introduction -- Chap. 1. Digging for constants in a changing media world -- Chap. 2. Clarity : the bridge linking art and science -- Chap. 3. You, me, and what makes us respond -- Chap. 4. The lean machine : how to use words -- Chap. 5. Writing motivational copy -- Chap. 6. How to use if, can and will -- Chap. 7. The pros and cons of comparative copy -- Chap. 8. How to write a guarantee -- Chap. 9. Getting and keeping attention -- Chap. 10. Understanding and using the rules of positivism -- Chap. 11. Getting to the point and warming up your copy -- Chap. 12. The copywriter's private short course in grammar and usage -- Chap. 13. How to write direct mail letters -- Chap. 14. Direct mail/direct response : 50 profitable rules and tips -- Chap. 15. How to write speed format copy -- Chap. 16. Writing television copy -- Chap. 17. How and when to use and when not to use celebrities -- Chap. 18. How to write winning radio copy -- Chap. 19. Writing copy for the Internet -- Chap. 20. Writing effective fund raising copy -- Chap. 21. Who's message is it, anyway? Writing for special-interest groups -- Chap. 22. Specialty ad-writing : lots and lots of media and techniques -- Chap. 23. Sometimes a hot medium, sometimes cold : how to write card deck copy that sells -- Chap. 24. Lots of tips for writing catalog copy -- Chap. 25. The asterisk exception -- Chap. 26. A tip a day⁵so you can write powerhouse copy within one month -- Chap. 27. A concise compendium of rules for effective copywriting -- Chap. 28. A glossary of communications terms -- Appendix : which watch is worth watching? -- Index -- About the author.

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Subject:

Advertising copy

Business writing