TY  - BOOK
AU  - DeVoe, Merrill
TI  - Effective advertising copy
U1  - 659.13 
PY  - 1956///
CY  - Canada: 
PB  - Macmillan Company
KW  - ad supposed to accomplish
KW  - advertising copy
KW  - advertising copy principles
KW  - audience
KW  - audience through human interest material
KW  - constructed
KW  - finding specific product benefits
KW  - lenght versus brevity
KW  - negative benifits or positive
KW  - undiffrentiated brand
KW  - using selling points
KW  - writing an effective headline
ER  -