Fundamentals of Copy & Layout

Helps to write and design effective, powerful advertising for all forms of media. This book tells you "why to do it" and "how to do it." It is practical and comprehensive. The topics include Creative Philosophies, Copy, Layout, Print Media, Broadcast Media, and Interactive Media.

---

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.