I beg to differ. all the principles are not to be found in collier. collier is a painful read cuz it's too long and the language is too dated. Breakthrough Advertising is bar none the best book ever written on copy writing. I've heard countless other copywriters also praise of Breakthrough Advertising as the best copy writing book. None of the material in Schwartz can found in collier. how to write a good advertisement and breakthrough advertising will give you almost everything you need.
I have bought and recently read Scientific Adverting and David Ogilvy's Confessions of an advertising man. I love those books and I love marketing and advertising.
Thanks for the info!
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