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We won't deal here with radio and television copy writing
both of which you will probably use frequently. Those options
&10 &11 &20
are display and classified advertising.
because it is not something many of you will be using until you

have developed a great deal of mail order experience. Once
you're dealing with that sort of capital investment, you'll
probably have an intimate understanding of the fact that expert
frankly, electronic media are not our field of experience.

Classified ad copy writing is a very exacting craft, not an art
in the way that display advertising is. It involves following a
few simple guidelines and requires little skill. That's why
daily newspapers hire school and college students to take orders
your ads, because if the ad is sold by the word, you're not
going to write an ad that has a bunch of "a's" and "the's" in
it. But at the same time, if it's sold by the line, it will be
worth your while to include these words in the ad, as they'll
appeal to the better educated segment of the market.
- and write - for their classified section over the telephone.

The first point worth noting is that classified ads are sold by
the word or by the line. This has a bearing on how you write
So an ad in at so much a line might read:

"The hottest thing in years. This is a household wonder you'll
cherish for years."