Index
Italic page numbers refer to examples of posters, adverts, and quotes.
A
compared with direct marketing 39
hard-working direct response 42
high-profile brand awareness 42
advertising copywriters, interviews 53–7
Allen, Robert G., quotable quotes 85
Alzheimers Association, advert 52, 54
American Medical Association, newsletter 139
Amnesty International, case study 63–5
AON Commercial Services, web page 171
audience profile, defining and targeting 10–14, 23, 25, 34, 45
Australia Post; send a letter campaign, poster 15
Awdry, Will (Ogilvy), interview 55–7
B
benefit-led selling 13, 28–9, 31, 42, 44, 58
Bernbach, Bill, quotable quotes 10, 23
Bezos, Jeff, quotable ...
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