Masters Of Copywriting – A Course on the Principles and Practice of CopyWriting


INTRODUCTION
J. George Frederick
WORDS ARE THE WORKING TOOLS
T. Harry Thompson
I. ADVERTISING COPY AND THE WRITER
Frank Irving Fletcher
II. THE ADVERTISING WRITER WHO IS BIGGER THAN HIS AD
George L. Dyer
III. HUMAN APPEALS IN COPY
Bruce Barton
IV. THE UNDERLYING PRINCIPLES OF GOOD COPY
Theodore F. MacManus, LL.D.
V. EMOTION AND STYLE IN ADVERTISING COPY
James Wallen
VI. SOME LESSONS I HAVE LEARNED IN ADVERTISING
Claude C. Hopkins
VII. COPY — GOOD, BAD AND INDIFFERENT
Richard A. Foley
VIII. THE RESEARCH BASIS OF COPY
J. George Frederick
IX. AXIOMS OF ADVERTISING
Joseph H. Appel
X. COPY FIRST
Kenneth M. Goode
XI. MAKING ADVERTISEMENTS READ.
F. R. Feland
XII. COPY DONT’S
J. K. Fraser
XIII. WANTED — BY THE DEAR PUBLIC.
Charles Addison Parker
XIV. ADVERTISING COPY AND THE SO-CALLED
“AVERAGE WOMAN”
Mrs. Christine Frederick
XV. BELIEVABLE ADVERTISING
O. A. Owen
XVI. LOOKING AT COPY AND LOOKING INTO IT
Harry E. Cleland
XVII. THE HUMAN SIDE OF IT
Wilbur D. Nesbit
XVIII. COPY THAT IS AND ISN’T
Harry Tipper
XIX. THE SALES POWER OF GOOD COPY AS
DEMONSTRATED IN BOOK ADVERTISING
Helen Woodward
XX. THE COPY WRITER’S WORK BENCH
John Starr Hewitt
XXI. THE PSYCHOLOGY OF THE PRINTED WORK
A. Holmes, A.M., Ph.D.
XXII. SIMPLICITY IN ADVERTISING COPY
Humphrey M. Bourne
XXIII. WHAT MAKES GOOD RETAIL COPY
Ruth Leigh
XXIV. THE ART OF VISUALIZING GOOD COPY
Ben Nash
XXV. OLD AND NEW DAYS IN ADVERTISING COPY
John Lee Mahin

Number of pages : 393
Format : Digital Book in PDF format
Printable : Yes
File Size : 760kb approx.

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