Fundamentals of Copy and Layout

This book is great as either an introduction or refresher to the fundamentals of copy and layout. It is a great aid to writing enticing headlines (using the author's A-B-C formula); learing to writer about benefits, rather than features; preparing actual layouts for various media; and writing for braodcast and interactive media. It offers concise information that leads one through the copy and layout process for advertisements in newspapers, consumer magazines, direct response, outdoor, television, radio, and interactive media. It is truly an essential resource for anyone in advertsing or considering a career in advertising. It goes beyond the basics and highlights the philosophies of advertising's great names such as Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, Rosser Reeves, and others. It also includes materials on research (more and more important every day), data collection, analysis, and integrated marketing. This text's techniques and cutting-edge content will provide students with a solid foundation in the fundamentals that they'll use throughout their careers. If you are interested in advertising, I highly suggest this book. It is especially great as a companion volume to "The Copy Work Shop Workbook."