Download Copy chasers on creating business-to-business ads by Edmund Lawler PDF

Download Copy chasers on creating business-to-business ads by Edmund Lawler PDF

By Edmund Lawler

Create advertisements that amaze, allure, amuse, and promote. Ten award-winning advertisements are scrutinized through "The replica Chasers", a panel of specialists whose cogent analyses were the best-read function of industrial advertising journal for over 50 years. you will see how every one advert illustrates one of many 10 "golden ideas" of compelling business-to-business reproduction.

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Copy chasers on creating business-to-business ads

Create advertisements that amaze, allure, amuse, and promote. Ten award-winning advertisements are scrutinized by way of "The replica Chasers", a panel of specialists whose cogent analyses were the best-read characteristic of industrial advertising journal for over 50 years. you will see how every one advert illustrates one of many 10 "golden principles" of compelling business-to-business reproduction.

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I will, however, take the lion's share of the credit for assembling one of the most comprehensive showcases of outstanding business-to-business advertising ever published. Unlike the column or the live Copy Chasers presentations that sometimes skewer advertisers for violating some or all of the Copy Chasers' "Ten Commandments," this book features only executions that epitomize a particular criterion. Pigeonholing the executions wasn't easy, because a good ad reflects a variety of virtues. Creativity is Critical In keeping with Copy Chasers' tradition, the critiques are based strictly on the ads' objective and creative executions.

Two performance charts set unobtrusively into the four legs of type provide additional job-related information for the target audience. This ad, which won the 1992 Sawyer Award, was done by DFM/Tatham of Chicago. IBM Prospects in search of a personal computer know at first glance they've come to the right place. " The well-phrased headline, "Computers that do practically everything, for practically nothing," alerts corporate computer buyers like MIS (management information systems) directors to the promise of a powerful PC at a reasonable price.

Truck parts are a dime a dozen, but the striking image of the 10-speed transmission breaks through the clutter in trucking publications to let readers know that Eaton has some valuable information relating to their job interests. The headline, "How To Get The Most Performance From '91 Engines. The New Eaton Fuller 10-Speed," alerts readers to the probability of learning something germane to their jobs in the text. And they do, as the text underscores the benefits of the transmission's most unique features: 10 speeds rather than the conventional nine speeds.

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