campaigns and marketing strategies, it offers you the insight, tools and techniques you need to market any product or service. - The importance of positioning your product or service - Creating high-impact illustrations - Using layout and typeface to generate business - Maximizing your results with repetition - The impact of zapping on TV ads - Color : what it can do for you - Successful ways to write headlines and copy - Eleven ways to make your advertising more credible - Comparative advertising : when to use it - Pricing : a powerful weapon - Choice of key words in ads - Contests & sweepstakes : pros and consz - The power of corporate and brand logo - When to use testimonials and endorsements - What kinds of slogan are the most effective - Choosing a produc! t name - Advertising using 800 numbers - Using promotion and sponsorship, and much more! You will also find a collection of the most effective ads dominating the market in the past ten years.

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