How to Write a Good Advertisement

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2015 Reprint of 1962 Edition. Exact facsimile of the original edition, not reproduced with Optical Recognition Software. This is in effect a short course in copywriting, wherein Schwab offers concise, specific and tested information on every phase of copywriting, including: 100 good headlines and why they work, What the Illustration should and should not do, 22 ways to hold the reader longer, 14 instructive split-run tests and more. Schwab was the head of his own ad agency as well as a student of advertising.