Strategic Copywriting is a detailed how-to guide on techniques for writing and designing ads in newspapers, magazines, and other print media, as well as those broadcast on radio and television. Edd Applegate walks the reader through the proven principles of writing advertisements, analyzing real ads to illustrate why certain words, phrases, and tec... [Read More]

Effective Advertising: Understanding How, When, and Why Ads Work reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sa... [Read More]

Techniques on how you can make advertising as effective as possible.

In detailed chapters that cover everything from developing an advertising strategy to designing effective ads and copy, Levinson delivers no-nonsense advice on how to maximize advertising effectiveness. Guerrilla Advertising tells readers how to focus their audience, stay within budgets, polish layout and copy, and adapt tactics to appropriate medi... [Read More]

In detailed chapters that cover everything from developing an advertising strategy to designing effective ads and copy, Levinson delivers no-nonsense advice on how to maximize advertising effectiveness. Guerrilla Advertising tells readers how to focus their audience, stay within budgets, polish layout and copy, and adapt tactics to appropriate medi... [Read More]

When a prospect reads your ad, letter, brochure, etc., the one thinghe will be wondering from the start is: “what’s in it for me?”And if your copy doesn’t tell him, it’ll land in the trash faster than hecan read the headline or lead.A lot of advertisers make this mistake. They focus on them as acompany. How long they’ve been in business... [Read More]

Yellow Pages advertising is very competitive, highly regulated, and sometimes complicated. Many lawyers advertise in this same arena for the same business. A poorly designed ad can spell disaster for any law firm, but an effective ad can be the engine that drives your client development programs forward vigorously. This new book by Kerry R... [Read More]