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ERIC ED365863: Home Study Advertising Handbook.

This handbook contains a collections of nine articles on the subject of direct-response advertising. The handbook gives advice on how to create effective advertisements for home study courses. The nine articles are the following: "Overview of Home Study Advertising in the 1990s" (Michael P. Lambert); "Ad Features that Sell" (Nancie E. Robertson); "How to Write Direct Marketing Headlines" (Axel Andersson); "How to Write Ad Copy" (Colleen McGuire); "Testing Home Study Advertising" (John F. Thompson); "Effective Tracking and Measurement in Direct Response Advertising" (Richard A. Kruger); "Creating a Winning Home Study Ad" (Erick Scheiderman); "Working with Media Sales Representatives" (Jim Valentine); and "Television Advertising" (James K. Isenhour). The handbook also includes "A Suggested Reading List for Home Study Marketers" (Axel Andersson) that lists and describes 15 books and magazines in the advertising and direct mail fields. (KC)

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