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Part 1 Practical planning techniques: creative planning etchniques; creative briefs. Part 2 Improving your creative skills: copywriting techniques for sales-winning ads and print; how to write effective headlines; how to write effective body copy; writing effective direct mail; improving your brochures and leaflets; how to write effective news releases; improving your photographs and illustrations; how to read and correct proofs; writing effective television commercials; writing effective radio commercials; design techniques for press and print; assessing creative work.