如何编写一则好广告（英文）
How to Write a Good AdvertisementBy Victor O. Schwab Publisher: Wilshire Book Company
Number Of Pages:
Publication Date: 1985-08
Sales Rank: 25114
ISBN / ASIN: 0879803975
Binding: Paperback
Manufacturer: Wilshire Book Company
Studio: Wilshire Book Company
Date: 2007-04-15 Rating: 5
Review:
Classic
This book was first published in 1962. But the lessons are still as valuable and as valid today as when first published. This is a great manual on how to write advertisement.
Schwab is considered one on the legends in print advertising. He writing is easy to read, well organized and simple to understand.
This is a how to manual. Mr. Schwab starts with the importance of the headline - if you can't get people to read your ad it has no chance of getting people to buy the product. He gives you step by step instruction for writing good headlines.
From headlines, he goes on to teach about attention getting layout, showing people the advantages of your product, proving your claims, social proof and asking for action.
Schwab talks about the copy length, subheads and AIDA (Attention, Interest, Desire and Action).
At the end of each chapter is a quiz on the material presented.
If you want an excellent book on advertising and marketing, this is certainly one. If you have absolutely no experience, you will learn all the basics and concepts from this one book. If you consider yourself knowledgable, this is a great refresher course.
Well worth reading if your job involves advertising and marketing.
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