An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals.
How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing."synopsis" may belong to another edition of this title.
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