Fundamentals Of Copy & Layout (Paperback, 3rd)

Part I: Creative Philosophies Part II: Copy * Researching the Ad * Preparing to Write * Writing the Ad * The Headline * Copyediting * Copyfitting Part III: Layout * Elements * Materials * Illustrations * Organization of the Ad * Typography * The Finished Product Part IV: Print Media * Newspapers * Classified * Consumer Magazines * Business Publications * Direct Mail * Out-of-Home Media * Promotional Products/Specialty Advertising * Yellow Pages Advertising Part V: Broadcast and Interactive Media * Radio * Television * Internet Advertising Part VI: Cases * Honda Passport * MPR Teltech * Vancouver Symphony Orchestra * White Spot Restaurants * Texas Fireframe Grate * Sidles Auto Sun Shades