How to create interest-evoking, sales-inducing, non-irritating advertising
著者
書誌事項
How to create interest-evoking, sales-inducing, non-irritating advertising
（Haworth marketing resources）
Haworth Press, c1993
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注記
Includes bibliographical references (p. 207-209) and index
内容説明・目次
内容説明
This book is about how to create interest-evoking, sales-inducing, non-irritating advertising for all advertising media, from national advertising in newspapers, magazines, radio, television, and billboards, to point-of-sale material and brochures. "How to Create Interest-Evoking, Sales-Inducing, Non-Irritating Advertising" acquaints students with the basic ad elements that hook potential buyers, sustain their interest, and ultimately accomplish what the advertising is intended to do without irritating the person exposed to the advertising. Author Walter Weir then shows how to identify advertising messages that can be made more interesting, more persuasive, and less irritating, assisting readers in becoming skilled and proficient in producing better advertising. "How to Create Interest-Evoking, Sales-Inducing, Non-Irritating Advertising" is an essential companion text to advertising and promotion texts currently used in the classroom. It is devoted to the whys of advertising and is certain to provoke discussion of the reasons certain types of advertising are more interesting and promote greater sales.
University students planning careers in advertising should find it to be an excellent resource, both during academic years and beyond.
目次
- Understanding Advertising
- A Human Practice
- The Importance of Writing Skill
- The Language of Advertising
- The Voice of Marketing
- Influence of Media
- Print Advertising
- The Design of Print Advertising
- Starch Techniques
- Creating Print Advertising
- Magazine Advertising
- Consumer Products Advertising
- Headlines
- Corporate Advertising
- Direct Response Advertising
- Direct Mail Advertising
- Trade Advertising
- Industrial Advertising
- Objective Store Traffic
- Newspaper Advertising and Sales Promotion
- The Leaflet
- Outdoor Advertising
- Broadcast Advertising
- Radio Advertising
- Product or Retail Outlet Advertising
- Image Advertising on Radio
- The Jingle
- Trade Characters
- Corporate Advertising, Image Builders
- Television
- The Stand-Up Pitch
- Demonstration
- Dramatization vs. Dialogue
- Testimonials
- Corporate Advertising on TV
- Products That Offend
- ID's and 15-Second Spots
- Advertising Ethics.
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