Why does one ad succeed, while another fails? This classic by a veteran copywriter analyzes hundreds of profitable ads, offering many side-by-side comparisons between similar but not equally effective ads. These analyses yield principles, procedures, tips, and practical suggestions — each tested with decades of experience — that can be immediately applied to every medium and style of advertising. During his six-decade career at the top advertising firm of BBDO (Batten, Barton, Durstine & Osborn), author John Caples pioneered the techniques of effective copy-testing. All copywriters, from cub to chief, can benefit from his helpful suggestions. "This is a valuable textbook for every student of advertising and every writer of ads," declared the Christian Science Monitor, and Booklist pronounced it "of interest to anyone interested in what makes our business economy work."
Making Ads Pay: Timeless Tips for Successful Copywriting (Dover Books on History, Political and Social Science)
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Author: Caples, John
Binding: Paperback
ISBN: 800759486014
Details:
Author: Caples, John
Edition: Reissue
Binding: Paperback
Number Of Pages: 256
Release Date: 22-09-2011
Part Number: 9780486486017
Package Dimensions: 8.5 x 5.4 x 0.9 inches Languages: English
EAN: 9780486486017
