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Rating: 
Summary: Contemplating a career in advertising? Get this book!
Review: This book, The Really New Edition, is an update of an earlier version which you will also find listed here on amazon.com. I have not read the earlier version, but based on the recommendations I have read for it, this current edition can only be an improvement on greatness. Agencies use it as a training resource. It's used by universities, art schools, and the American Management Association (it's the basic book for their copywriting seminar). The Really New Edition features more great examples of ads that work, and new chapters on Sales Promotion, Direct, and "MPR" (Marketing Public Relations). The book provides a solid foundation in advertising history, copywriting, and marketing. It covers the bases as far as the different forms of advertising are concerned and does it so well and clearly that even a person with absolutely no knowledge of advertising or copywriting would easily understand it. It is a great introduction to the fundamentals of copywriting and their application to advertising in all the various media. If you are contemplating a career in advertising, particularly as a copywriter, this book is an excellent starting point.
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