Advertising: Concept and Copy

It is a very useful book for those studying advertising and learning how to create a campaign. It was a very fruitful gift for the person who received it from me.

Love the graphics and text. Great overview of Copywriting information.

I can easily say that, of the dozen copywriting/persuasion books I own, this book is one of the most practical. It gets all the prerequisite stuff in there (target audience research, how to create a brief, choosing a strategy) and throws in topics people rarely cover, like how to write in a particular voice or writing non-hype headlines. i recommend this book for newbies and pros alike. And I say that as a mid-level digital copywriter with 4+ years of professional experience.

Purchased this book for my Visual and Copywriting class. It has a great mix between pictures and text, and is very easy to read and follow. Would recommend this book for a communication class or just to brush up on advertising concepts.

If you read the chapter on writing headlines, you're pretty much set to be a copywriter! It was one of the only few books we used in ad school.