TITLE : SECRETS OF SUCCESSFUL COPYWRITING, THE

Contents
 
Foreword........................................................vii
Preface.........................................................viii
Acknowledgements................................................xi
 
 
Chapter 1  The copywriter, 1
Chapter 2  Agencies and their clients, 7
Chapter 3  The ad, 19
Chapter 4  More about the ad, 35
Chapter 5  Copy philosophy, 49
Chapter 6  The headline, 63
Chapter 7  Copy proper, 85
Chapter 8  Setting a good example, 109
Chapter 9  Words, campaigns, research and things, 125
Chapter 10 Radio and television - the barefacts, 139
Chapter 11 Almost final analysis, 165
Chapter 12 Exercise conclusions, 181
Chapter 13 Getting the job and keeping it, 191
 
Eilogue, 207
Glossary of advertising terms, 209
Index, 213