In this paper, we look at several different types of modern copywriting, including short-form ads, long-form ads and pay-per-click (PPC) ads. We focus on establishing benefits and keeping copy clear, simple and concise, and how understanding an ad’s core audience can change how various copywriting rules are implemented and used.
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http://www.associationofmarketing.org/whitepapers/view.php?whitepaper_id=174
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