Fundamentals of Copy & Layout : Everything You Need to Know to Prepare Better Ads (Paperback)

~ (Author) "Writing an ad doesn't start with writing..." (more)
Key Phrases: rubber hot dog, dominant illustration, poster panel, United States, New York, Sports Illustrated (more...)

Editorial Reviews

Product Description

Everything students need to know to create better ads is included in this user-friendly workbook. Self-quizzes, assignments, and cases teach students to solve actual copy and layout challenges. Features the creative philosophies of Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, and Rosser Reeves. Includes material on research, data collection, analysis, and integrated marketing. This text's nuts-and-bolts techniques and cutting-edge content will empower your students with: * A solid foundation in the fundamentals that they'll use and thank you for throughout their careers. * Tips on writing for the Internet, new computer applications, and photo reproduction techniques. * The critical outlook they'll need to succeed by completing the text's quizzes, assignments, and copy and layout problems.

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Product Details

• Paperback: 240 pages
• Publisher: McGraw-Hill; 3 edition (December 11, 1996)
• Language: English
• ISBN-10: 0844230243
• ISBN-13: 978-0844230245
• Product Dimensions: 11 x 8.4 x 0.7 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon.com Sales Rank: #904,015 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Perfect for Students or Pros Wanting to Sharpen Their Skills, January 28, 2004

By	James Sadler (Plano, TX United States) - See all my reviews (REAL NAME)

This book is great as either an introduction or refresher to the fundamentals of copy and layout. It is a great aid to writing enticing headlines (using the author's A-B-C formula); learing to writer about benefits, rather than features; preparing actual layouts for various media; and writing for braodcast and interactive media.

It offers concise information that leads one through the copy and layout process for advertisements in newspapers, consumer magazines, direct response, outdoor, television, radio, and interactive media. It is truly an essential resource for anyone in advertsing or considering a career in advertising. It goes beyond the basics and highlights the philosophies of advertising's great names such as Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, Rosser Reeves, and others.

It also includes materials on research (more and more important every day), data collection, analysis, and integrated marketing. This text's techniques and cutting-edge content will provide students with a solid foundation in the fundamentals that they'll use throughout their careers.

If you are interested in advertising, I highly suggest this book. It is especially great as a companion volume to "The Copy Work Shop Workbook."