How to Write a Good Advertisement
Victor O. Schwab
"In How to Write A Good Advertisement, you'll find concise, specific and tested information on every phase of copywriting, including: 100 good headlines and why they were profitable; what the illustration should and should not do; 22 ways to hold the reader longer; how to use the "lowly subhead"; 14 instructive split-run tests; how to get more or fewer inquiries - and much, much more." -book jacket.
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