Advertising ExcellenceMcGraw-Hill, 1995 - 561 страница A comprehensive textbook on advertising which covers both fundamental and emerging trends. Includes case studies and exercises. |
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... headline or in the fine print at the bottom of the page . The three major categories of copy are headlines , body copy , and slogans . Headlines The headline , also called a heading or a head , constitutes the dominant line or lines of ...
... headline or in the fine print at the bottom of the page . The three major categories of copy are headlines , body copy , and slogans . Headlines The headline , also called a heading or a head , constitutes the dominant line or lines of ...
Страница 240
... headline : " Everything on Sale ! 4 Days Only ! 5-20 % Off Everything ! " 53 Headlines like this are typical in local newspaper advertis- ing . • Emotional headlines . The emotional appeal described earlier in the chapter is represented ...
... headline : " Everything on Sale ! 4 Days Only ! 5-20 % Off Everything ! " 53 Headlines like this are typical in local newspaper advertis- ing . • Emotional headlines . The emotional appeal described earlier in the chapter is represented ...
Страница 275
... headline combinations would you select to include in the ad ? a . A photo of a nice , efficient - looking executive office , with the headline " Wouldn't it be great to have an office like this in the air ? " c . A photo taken inside ...
... headline combinations would you select to include in the ad ? a . A photo of a nice , efficient - looking executive office , with the headline " Wouldn't it be great to have an office like this in the air ? " c . A photo taken inside ...
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Integrated Marketing Communications | 16 |
The Advertising Planning Process | 23 |
THE ADVERTISERAGENCY PARTNERSHIP | 29 |
Ауторска права | |
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