Includes bibliographical references (p. 245-248) and index.
Contents
Creating an advertising strategy -- Researching your client's product -- Understanding consumer behavior -- Analyzing the marketplace -- Defining strategic approaches -- Developing the creative brief -- Headlines and visuals : thinking in words and pictures -- Body copy I : establishing voice -- Body copy II : writing well -- Television -- Radio -- Other media and genres -- How to be creative -- How to write a headline -- The power of fact -- Testimonials : the power of personality -- "Two-fers" : comparisons, before and after, and other dualities -- Reversal -- Metaphor -- Verbal metaphor -- Postmodern advertising -- Human truth -- Grace notes.
