Advertising: Concept and Copy

I can easily say that, of the dozen copywriting/persuasion books I own, this book is one of the most practical.It gets all the prerequisite stuff in there (target audience research, how to create a brief, choosing a strategy) and throws in topics people rarely cover, like how to write in a particular voice or writing non-hype headlines.i recommend this book for newbies and pros alike. And I say that as a mid-level digital copywriter with 4+ years of professional experience.

Because it contains an awful lot of information, it is not a book I reach for when I have just a few minutes to spare. But when I have serious time to set aside and focus, I find it to be very insightful and idea-generating. Of the dozens of top-rated advertising books I've read, this is probably my favorite.

Purchased this book for my Visual and Copywriting class. It has a great mix between pictures and text, and is very easy to read and follow. Would recommend this book for a communication class or just to brush up on advertising concepts.

This was a text book for a commercial production course I took. It was good book, mostly a supplemental read than anything else but still helped out quite a bit.

The product was good, but it took a long time to get there. My daughter needed it for the start of a new semester in college and it did not reach her for an extra week and a half.

Excellent book. The graphics and terms are engaging and educational. This book really helped me with marketing terms and ideas.

This is the best book I've read on advertising concepts and copy. I wish I would have found it seven years ago when I started.

This book is full of great examples of copy and great tips for those starting out studying copywriting.The ideas are clever, original and inspiring.

Love the graphics and text. Great overview of Copywriting information.

It is a very useful book for those studying advertising and learning how to create a campaign. It was a very fruitful gift for the person who received it from me.

Perfect condition!

If you read the chapter on writing headlines, you're pretty much set to be a copywriter! It was one of the only few books we used in ad school.

good read. Helpful towards a thorough understanding of the subject.