Advertising: concept and copy

Creating an advertising strategy

Researching your client's product

Understanding consumer behavior

Analyzing the marketplace

Defining strategic approaches

Developing the creative brief

Headlines and visuals : thinking in words and pictures

Body copy I : establishing voice

Body copy II : writing well

Television

Radio

Other media and genres

How to be creative

How to write a headline

The power of fact

Testimonials : the power of personality

"Two-fers" : comparisons, before and after, and other dualities

Reversal

Metaphor

Verbal metaphor

Postmodern advertising

Human truth

Grace notes.