عنوان

Breakthrough advertising /

(Number (ISBN

0887232981

(Number (ISBN

9780887232985

Number

b795497

Title Proper

Breakthrough advertising /

General Material Designation

[Book]

First Statement of Responsibility

Eugene Schwartz ; foreword by Martin Edelston.

Place of Publication, Distribution, etc.

Stamford, CT :

Name of Publisher, Distributor, etc.

Boardroom Books,

Date of Publication, Distribution, etc.

©2004.

Specific Material Designation and Extent of Item

xxiii, 236 pages :

Other Physical Details

illustrations ;

Dimensions

24 cm

Text of Note

"Bottom line books."

Text of Note

Includes bibliographical references (pages 227-228) and index.

Text of Note

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.

0

Advertising copy.

Advertising copy.

Number

Class number

Book number

Schwartz, Eugene.

Date of Transaction

20201207083135.0

Electronic name

[Book]

Y