Index
Italic page numbers refer to examples of posters, advertisements, and quotes.
A
Abbott, David 91
business to business/trade 71, 75
compared with direct marketing 71
and development of creative ideas 73–75, 80–81, 82
focusing on core message 72
guerrilla 71
main types 74
online 71, 209, see also blogs; e-mail marketing; websites
product specific 75
service specific 75
and tone of voice 79
see also direct mail; direct marketing
AirTran Airways 58
Allen, Robert G.: quoted 119
Alzheimer’s Association: ads 74, 86, 88
American Medical Association: newsletter (AMA Voice ...
Get Copywriting, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.