{ "item_title" : "How to Write a Good Advertisement", "item_author" : [" Victor O. Schwab "], "item_description" : "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.", "item_img_path" : "https://covers4.booksamillion.com/covers/bam/1/61/427/886/1614278865_b.jpg", "price_data" : { "retail_price" : "11.10", "online_price" : "11.10", "our_price" : "11.10", "club_price" : "11.10", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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