Title:
Write on target : the direct marketer's copywriting handbook
Author:
Stein, Donna Baier.
ISBN:
9780844259147
Personal Author:
Publication Information:
Lincolnwood, Ill. : NTC Business Books, ©1997.
Physical Description:
vii, 274 pages : illustrations ; 25 cm
General Note:
Includes index.
Contents:
Ch. 1. Copy: What It Is and What It Can Do -- Ch. 2. Writing to a Market -- Ch. 3. Anatomy of a Package -- Ch. 4. The Envelope, Please -- Ch. 5. The Response Form -- Ch. 6. The Letter -- Ch. 7. Brochures -- Ch. 8. Catalog Copy -- Ch. 9. Direct Response Print Ads -- Ch. 10. Copy That's Said, Not Read: TV, Radio, and Telephone Marketing -- Ch. 11. Copywriting for Online Media -- Ch. 12. The Ethics of Advertising -- Epilogue: The Copywriter's Toolbox -- App. Clubs and Associations.
Abstract:
Write on Target is loaded with examples from some of the most successful direct marketing programs working today, plus it's filled with copywriters' invaluable trade secrets and handy how-to tips for each stage of the copywriting process. Whether your direct marketing medium is print, mail, broadcast, telephone, or electronic, copy is still king. And Write on Target will help you to crowning achievements in every direct marketing program you write.
Added Author: