The object of this book is to aid copywriters in creating effective advertising. It suggests orderly procedures for planning advertising, as well as some simple writing guidelines. Chapters discuss the function of the copywriter, organization and relationships, adapting advertising for the medium in which it will appear, applying psychology, basic writing style, basic print techniques, copywriting for different print media, copywriting for broadcast media, campaign planning, merchandising advertising, copy research, and production pitfalls. The book includes a list of helpful publishers and organizations and provides numerous examples of effective advertisements. (GW)