Previous ed.: published as Creating marketing communications. 1998.

"Published in association with Marketing".

Includes bibliographical references and index.

Practical Planning Techniques: 1. Creative planning techniques 2. Creative briefings 3. Branding and positioning. Improving your Creative Skills: 4. The right word in the right place 5. Saleswinning copywriting techniques 6. How to write sales-winning headlines 7. How to write successful body copy 8. Writing successful direct mail 9. Improving your brochures and leaflets 10. How to write effective news relcases 11. Improving your photographs and illustrations 12. How to read and correct proofs 13. Printing and print 14. Writing successful television commercials 15. Writing successful radio commercials 16. Design techniques for print and press 17. Assessing creative work. Essential Information: 18. Essential reference 19. Essential contacts 20. Fssential reading.

Summary: Substantially revised and updated, the third edition of this popular book is a goldmine of creative techniques. Daniel Yadin shows how to apply the art of good salesmanship to the crafts of advertising, public relations and sales promotion. Above all, Creative Marketing Communications is about motivation, persuasion and seduction, and is crammed with practical advice, including