TY  - BOOK
AU  - Book,Albert C.
AU  - Schick,C.Dennis
TI  - Fundamentals of copy & layout
SN  - 0844230243
U1  - 659.132 
PY  - 1997///
CY  - Lincolnwood, Ill.
PB  - NTC/Contemporary Pub.
KW  - Advertising copy
KW  - Advertising layout and typography
KW  - Advertising
N1  - Introduction. - Pt. I. Creative philosophies. - Pt. II. Copy. Ch. 1. Researching the ad. Ch. 2. Preparing to write. Ch. 3. Writing the ad. Ch. 4. The headline. Ch. 5. Copyediting. Ch. 6. Copyfitting. - Pt. III. Layout. Ch. 7. Elements. Ch. 8. Materials. Ch. 9. Illustrations. Ch. 10. Organization of the ad. Ch. 11. Typography. Ch. 12. The finished product. - Pt. IV. Print media. Ch. 13. Newspapers. Ch. 14. Classified. Ch. 15. Consumer magazines. Ch. 16. Business publications. Ch. 17. Direct mail. Ch. 18. Out-of-home media. Ch. 19. Promotional products/specialty advertising. Ch. 20. Yellow pages advertising. - Pt. V. Broadcast and interactive media. Ch. 21. Radio. Ch. 22. Television. Ch. 23. Internet advertising. - Pt. VI. Conclusion. Cases. - Glossary. - Index. - About the authors
ER  -