John Caples

Making Ads Pay

• Broschiertes Buch

Produktbeschreibung

A veteran copywriter offers advice on how to spark ideas and capture them in print, write headlines, hold readers' attention, and more. Discover principles, procedures, and practical suggestions for every form of advertising.

Produktdetails

• Verlag: Dover Publications
• Seitenzahl: 256
• Erscheinungstermin: 20. Oktober 2011
• Englisch
• Abmessung: 216mm x 137mm x 18mm
• Gewicht: 266g
• ISBN-13: 9780486486017
• ISBN-10: 048648601X
• Artikelnr.: 33379020

Autorenporträt

During his six-decade career at the top advertising firm of BBDO, John Caples (1900-1990) pioneered the techniques of effective copy-testing. The advertising industry's most prestigious tribute, The John Caples International Award, was named in his honor.

Inhaltsangabe

Foreword 1. Seven Steps to Successful Advertising 2. How I Wrote My First
Advertisement 3. How to Write Story Copy 4. They Laughed When I Sat Down at
the Piano 5. They Grinned When the Waiter Spoke to Me in French 6. Some
Principles Learned in Mail Order Advertising 7. An Ad That Failed--and One
That Didn't 8. Which Appeals Succeed? . . . Which Fail? 9. How to Think Up
Ideas 10. How to Write Headlines 11. Ten Ways to Write the First Paragraph
12. How to Write Advertising Copy 13. Ten Ways to Make Ads Believable 14.
Six Ways to Prove It's a Bargain 15. Nine Ways to Make It Easy to Buy 16.
Six Ways to Make People Buy Now 17. A Check List for Making Ads Pay Index