Making Ads Pay: Timeless Tips for Successful Copywriting, Paperback

Descriere

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.