Copywriting for Advertising: 7th Edition

Author: (USA) Botong Chengping
Publisher:
Publish Date: 2006-01-01
Features: Since its publication, Copywriting for Advertising has been reprinted 7 times within 5 years, continuously tracking the latest changes in the advertising industry, making it a classic practical handbook for advertising copywriting. The brand-new Copywriting for Advertising (7th Edition) retains the proven classic advertising principles while updating all illustrations, storyboards, and advertising cases, featuring highly representative and excellent advertisements. The lively and fresh writing style helps you easily master the most effective advertising techniques and create most sales-driven ad copy! This book covers all aspects of writing excellent ad copy and specifically includes discussions on computer technology, advertising campaigns, advertising committees, marketing and marketing planning, fashion advertising, legal regulations, and ethical issues. Whether it's a small-budget local ad or a large-budget global ad, Copywriting for Advertising provides guidance on writing successful copy, helping you create catchy headlines and powerful ad copy. Key Features:
- Provides examples of traditional and emerging media applications for commercial, agricultural, and heavy industry advertising;
- Rich illustrations, storyboards, and ad images vividly demonstrate what constitutes effective advertising techniques;
- Explores how copywriters can interact with art directors using computer technology;
- Encourages readers to participate in exercises and case study activities.