Fundamentals of Copy and Layout - Softcover

Albert C. Book, C. Dennis Schick

Softcover

ISBN 10: 0844230324 ISBN 13: 9780844230320

Publisher: McGraw-Hill Contemporary, 1984

Synopsis

Book by Book, Albert C., Schick, C.Dennis

About this title

From the Back Cover

In Fundamentals of Copy & Layout Albert C. Book and C. Dennis Schick share more than 40 year's experience in advertising-from the classroom to the boardroom, from sales to management. This book offers clear, concise information to lead you through the copy and layout process for advertisements in newspapers, consumer magazines, direct response, outdoor, television, radio, and interactive media. An essential resource for anyone in the field, this book highlights the philosophies of advertising's great names such as Bill Bembach, Leo Burnett, David Ogilvy, Jack Trout, Rosser Reeves, and others. This hands-on manual provides self-quizzes, assignments, and cases to let you try your hand at solving actual copy and layout problems. A comprehensive glossary rounds out the volume. Whether you are a seasoned advertising professional or an eager newcomer, Fundamentals of Copy & Layout is a must for your library.

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Edition details

• Publisher: McGraw-Hill Contemporary
• Publication date: 1984
• Language: English
• ISBN 10: 0844230324
• ISBN 13: 9780844230320
• Binding: Paperback
• Edition number: 1