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|a Schwab, Victor O.
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| 245 |
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|a How To Write A Good Advertisement.
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| 260 |
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|a San Francisco :
|b Golden Springs Publishing,
|c 2016.
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| 300 |
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|a 1 online resource (212 pages)
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| 336 |
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|a text
|b txt
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|a A Delicate Balance.
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| 505 |
0 |
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|a TABLE OF CONTENTS; DEDICATION; PREFACE; INTRODUCTION; CHAPTER 1-GET ATTENTION; How Important Is the Headline?; What Kinds of Rewards Do Good Headlines Promise?; 100 Good Headlines and Why They Were so Profitable; The Attraction of the Specific; How Many Words Should a Headline Contain?; The Primary Viewpoint-The "Point of You"; Don't Worry about a "Negative" Approach; Neophobia?-Americans Don't Suffer from This Ailment!; Stale News to the Advertiser May Be Fresh News to the Reader; MAKING YOUR LAYOUT GET ATTENTION; Two Ways to Do It; The Use of Pictures; Show Product in Use.
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|a What the Illustrations Should (and Should Not) DoQUIZ ON CHAPTER 1; THE "SO WHAT?" DEPARTMENT; CHAPTER 2-SHOW PEOPLE AN ADVANTAGE; You're on Both Sides of the Counter; What Do People Want?; Psychological Background Behind These Desires; New Trends for Old; HOW SHALL WE SELECT OUR COPY APPEAL?; Judy O'Grady and the Colonel's Lady; Eliminating the "Testing of the Obvious"; IMPORTANCE OF YOUR FIRST PARAGRAPH; Two Examples-One Bad; QUIZ ON CHAPTER 2; TELL ME QUICK AND TELL ME TRUE (OR ELSE, MY LOVE, TO HELL WITH YOU!); CHAPTER 3-PROVE IT; Why You Need Facts-and Where.
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|a Two Forces Are Needed to Pull a SaleNever Forget This Psychological Truth; The Heart Dictates to the Head; The Kind of Facts to Get; The Missing Ingredient in Many an Otherwise Good Advertisement; How to Present Your Facts; QUIZ ON CHAPTER 3; TOO MUCH SAND; CHAPTER 4-PERSUADE PEOPLE TO GRASP THIS ADVANTAGE; A 600,000,000 Example; A Simple Illustration of It in Action; How a Salesman Uses This Factor; It May Be Negative or Positive; The Sixth Prune; Aim at the Hardest Target; QUIZ ON CHAPTER 4; THIRTEEN AGAINST THE GODS; CHAPTER 5-ASK FOR ACTION; The Gap Between Reading and Acting.
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|a What Kind of Action Shall We Ask For?Guarantees Get Action; "Delay Is the Enemy of a Sale"; The Fallacy of "Sometime"; Not What People Say-but What They Do; The Battle for the Bucks; QUIZ ON CHAPTER 5; THE UNBEATABLE BRIEF CASE; CHAPTER 6-HOW LONG SHOULD THE COPY BE?; Platitudes Won't Answer This Question; Eight Milestones to a Sale; The Qualities of Quantity; How Far Will You Carry the Majority?; The Vital Key Word; The Quantity of Quality; 22 Ways to Hold Interest Longer; How to Make It Look More Inviting; The Form vs. Substance Mistake; A Condensed Recapitulation.
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|a HOW TO DECIDE THE BEST COPY LENGTHIt's Easier to Get Attention and Interest than to Hold It; The Everlasting Yea and Nay; If It Isn't There It Can't Do Any Work; When Shorter? When Longer?; And Now You're Going to Cut-or to Expand; You Need This Additional Guidance; THE LOWLY SUBHEAD; How to Make Them Do More Work; Use Questions-Sequence; Let Them Speak Out Strongly; QUIZ ON CHAPTER 6; AIDA OR EMMA?-WHICH SHALL THE COPYWRITER MARRY?; CHAPTER 7-HOW TO GET MORE INQUIRIES; Inquiries-the Cornerstone of Many Businesses; Ten Ways to Increase Them; HOW TO REDUCE THE NUMBER OF INQUIRIES.
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| 588 |
0 |
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|a Print version record.
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| 590 |
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|a ProQuest Ebook Central
|b Ebook Central College Complete
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| 650 |
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0 |
|a Advertising copy.
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| 758 |
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|i has work:
|a How to write a good advertisement (Text)
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|i Print version:
|a Schwab, Victor O.
|t How To Write A Good Advertisement: A Short Course In Copywriting.
|d San Francisco : Golden Springs Publishing, ©2016
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| 852 |
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|b E-Collections
|h ProQuest
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