Copywriting

Author: Gao Zhihong
Publisher:
Publish Date: 2002-08-01
Features: The first edition was published in 1997 and has long been well-received by readers. It has been selected as a textbook by many renowned universities for advertising and related majors, and also chosen by several companies as an internal training material. The newly published second edition incorporates the author's recent insights and teaching experience in advertising copywriting courses. It establishes a rigorous thinking framework for copywriting and highlights the success strategies of excellent copy. The second edition adds a significant number of classic and newly outstanding overseas works, making the book more valuable with its diverse examples. This book is primarily written for advertising and related major students and newcomers to advertising to systematically learn the theories and techniques of advertising strategies. Its comprehensive thinking framework and rich examples can also provide substantial help for copywriters to improve their professional standards.