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Index
Preface to the Third Edition
Preface to the First Edition
Acknowledgments
1: An Introduction to Copywriting
2: Writing to Get Attention: The Headline
3: Writing to Communicate
4: Writing to Sell
5: Getting Ready to Write
6: Writing Print Advertisements
7: Writing Direct Mail
8: Writing Brochures, Catalogs, and Other Sales Materials
9: Writing Public Relations Materials
10: Writing Commercials and Multimedia Presentations
11: Writing for the Web
12: Writing E-Mail Marketing
13: How to Get a Job as a Copywriter
14: How to Hire and Work with Copywriters
15: Graphic Design for Copywriters
Appendix A: Glossary of Advertising Terms
Appendix B: Periodicals
Appendix C: Web Sites
Appendix D: Books
Appendix E: Organizations
Sources
Index
*
182
67
313
334
142
5
7
45
232
314
315
319
335
322
320
321
333
338
341
344
280
260
77
218
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