Digital book Making Ads Pay: Timeless Tips for Successful Copywriting (Dover Books on History,

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Paperback. Pub Date :2011-10-20 Pages: 248 Language: English Publisher: Dover Publications Why does one ad succeed. while another fails This classic by a veteran copywriter analyzes hundreds of profitable ads. offering many side-by-side comparisons between similar but not equally effective ads. These analyses yield principles. procedures. tips. and practical suggestions-each tested with decades of experience-that can be immediately applied to every medium and style of advertising.During his six-decade career at the top advertising firm of BBDO (Batten. Barton. Durstine & Osborn). author John Caples pioneered the techniques of effective copy-testing. All copywriters. from cub to chief. can benefit from his helpful suggestions. This is a valuable textbook for every student of advertising and every writer of ads. declared the Christian Science Monitor. and Booklist pronounced i...