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" Breakthrough advertising / "
Eugene Schwartz ; foreword by Martin Edelston.
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BL
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| Record Number
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1041127
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| Doc. No
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b795497
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| Main Entry
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Schwartz, Eugene.
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| Title & Author
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Breakthrough advertising /\ Eugene Schwartz ; foreword by Martin Edelston.
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| Publication Statement
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Stamford, CT :: Boardroom Books,, ©2004.
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| Page. NO
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xxiii, 236 pages :: illustrations ;; 24 cm
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| ISBN
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0887232981
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: 9780887232985
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| Notes
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"Bottom line books."
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| Bibliographies/Indexes
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Includes bibliographical references (pages 227-228) and index.
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| Contents
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Part 1: The basic strategy of persuasion. Mass desire: the force that makes advertising work -- and how to focus it onto your product -- Your prospect's state of awareness -- how to capitalize on it when you write your headline -- The sophistication of your market: how many products have been there before you? -- 38 ways to strengthen your headline once you have your basic idea -- Summary: the art of creative planning -- how to make an idea grow -- Part 2: The seven basic techniques of breakthrough advertising. Inside your prospect's mind -- what makes people read, want, believe -- The first technique of breakthrough copy: intensification -- The second technique of breakthrough copy: identification -- The third technique of breakthrough copy: gradualization -- The fourth technique of breakthrough copy: redefinition -- The fifth technique of breakthrough copy: mechanization -- The sixth technique of breakthrough copy: concentration -- The seventh technique of breakthrough copy: camouflage -- The final touches -- Epilogue -- a copy writer's library -- Index.
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| Subject
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Advertising copy.
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| Subject
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Advertising copy.
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| Dewey Classification
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659.1
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| LC Classification
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HF5825.S38 2004
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