Copywriting for Advertising Self-Study General Use

Author: Gao Zhihong
Publisher:
Publish Date: 2002-08-01
Features: First published in 1997, it has gained strong recognition from readers over the years. It has been selected as a textbook by many renowned universities for advertising and related majors, and chosen by several companies as an internal training material. The newly published second edition incorporates the author's latest insights and teaching experience in advertising copywriting courses. It establishes a rigorous thinking framework for copywriting and focuses on showcasing the success strategies of outstanding copy. The second edition adds a significant number of classic and newly excellent 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 planning. Its comprehensive thinking framework and rich examples can also provide substantial help for copywriters to improve their professional standards.