Mein Konto
Login Anmeldung
Alles
Warenkorb
Neuesten Trends
Belletristik
Sachbücher
Kinderbücher
Seltene Bücher
Musik
DVD & Blu-Ray
Kategorie
Wunschlisten
Warenkorb
Alles
Kostenloser Versand
Trustpilot
Unsere Operationen sind klimaneutral

Copywriting, Second edition Mark Shaw

Copywriting, Second edition von Mark Shaw

Copywriting, Second edition Mark Shaw

11.50
Zustand - Sehr Gut
Nur noch 3
Sehr GutGutGut Gelesen

Zusammenfassung

Teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, and company magazines and internal communications. This title provides you with the tools you need to become a confident and versatile creative copywriter.

Copywriting, Second edition Zusammenfassung

Copywriting, Second edition: Successful Writing for Design, Advertising and Marketing Mark Shaw

Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications.

Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, Copywriting, Second Edition takes you through step-by-step processes that can help you to write content quickly and effectively.

Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter.

Über Mark Shaw

Mark Shaw has been a professional copywriter for more than 25 years. The founder of Jupiter Design, one of the UK's top 25 design agencies, he is now the President of Liquid Agency Europe, where he manages global brand and messaging for some of the world's leading organisations. Mark is also a practising design associate at the Design Council in the UK and a visiting fellow at Nottingham Trent University. He regularly lectures on copywriting, messaging and branding, and writes a weekly creative industries column for the Nottingham Post.

Inhaltsverzeichnis

Ch. 1 Getting to grips with copywriting This chapter explores 'tone of voice' as a key element of successful copywriting. There will be a discussion on the 'hidden structure' of long copy and the difference in format to short copy as well as top tips on managing personal opinions. Ch. 2 The art of writing great copy This chapter defines the concept of a brief and its importance, value and role. Different types of briefs are discussed, including client briefs, agency briefs and project briefs. The chapter includes examples of briefs and an expanded section on 'concepting'. Ch. 3 Writing for brand and marketing This chapter looks at good and bad examples of brand and marketing communications and the challenges of re-branding or creating a new brand. Ch. 4 Writing for advertising and direct marketing Updated text on the profiling your audience, with added techniques to help students develop their understanding of target audiences, including online audiences. The chapter also looks at the difference between advertising and direct marketing. Ch. 5 Writing for retailing and products This chapter includes new information about online retailing and brand naming. New retail case study Ch. 6 Writing for company magazines, newsletters and internal communications This chapter covers internal communications, including a new section on writing for the internal audience, both staff and stakeholders. Ch. 7 Writing for catalogues This chapter explains what makes catalogues different, with updated information to reflect current online catalogue thinking and practice. New online catalogue interview with Sunita Yeomans, Creative Director, argos.co.uk Ch. 8 Writing for the digital environment This chapter will focus on writing for online content, including techniques to help students write for blogs and social media. New case study on writing for blogs and social media

Zusätzliche Informationen

GOR005656289
9781780670003
1780670001
Copywriting, Second edition: Successful Writing for Design, Advertising and Marketing Mark Shaw
Mark Shaw
Gebraucht - Sehr Gut
Broschiert
Laurence King Publishing
2012-10-01
240
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem sehr guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.