Table of Contents

Acknowledgments. Introduction. I.COPYWRITING PRINCIPLES. 1.The Fundamentals of Persuasive Writing. 2.Headlines. 3.Body Copy. 4.Power Copywriting Techniques. II.COPYWRITING TASKS. 5.Print Advertising. 6.Direct Mail. 7.Brochures. 8.Catalogs. 9.Press Releases and Press Kits. 10.Audiovisual Promotions. 11.The World Wide Web. 12.Other Formats. Index.