How to write advertising text

The fourth edition of this successful book covers all the essentials you need to know to compose effective advertising copy for adverts, leaflets and catalogues, internet advertising, TV and radio advertising and outdoor advertising. The new edition of the publication is enriched with selected new samples, the chapter on creative writing is expanded, more attention is paid to the texts of web presentations, the authors mention new trends in marketing communications with a focus on advertising text and do not avoid the ethical aspects of advertising creation. In the book, which is intended for students, and practitioners in the field, you'll find out, what a good advertising text should preserve and what it should avoid, how to create a company or product name, how to compose a slogan, how to compose texts for company brochures, press releases and PR articles as well as how to prepare the exhibition text. The book contains many examples and practical exercises.