Description
Drawing on decades of experience, this classic guide examines the principles behind memorable, effective advertising—from developing powerful concepts and persuasive copy to creating campaigns that earn attention and build brands. It explores the roles of research, visual design, media selection, and disciplined creativity while offering candid observations on the changing advertising landscape. Practical, authoritative, and often witty, the book remains an essential resource for marketers, copywriters, business leaders, and anyone interested in the craft and influence of commercial communication.
Available Editions
paperback
Vintage Books
Published Jan 1, 1985
224 pages
ISBN: 9780394729039
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Details
First Published
1983
Language
eng
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