How to Write a Good Advertisement

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.