Basics Advertising 01: Copywriting: Basics Advertising
Autor Rob Bowderyen Limba Engleză Paperback – 15 iun 2008
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Specificații
ISBN-13: 9782940373680
ISBN-10: 294037368X
Pagini: 176
Ilustrații: 175 colour illus
Dimensiuni: 160 x 230 x 18 mm
Greutate: 0.52 kg
Editura: Bloomsbury Publishing
Colecția Ava Publishing
Seria Basics Advertising
Locul publicării:London, United Kingdom
ISBN-10: 294037368X
Pagini: 176
Ilustrații: 175 colour illus
Dimensiuni: 160 x 230 x 18 mm
Greutate: 0.52 kg
Editura: Bloomsbury Publishing
Colecția Ava Publishing
Seria Basics Advertising
Locul publicării:London, United Kingdom
Caracteristici
Discusses topics such as knowing your audience, mastering the language, and advertising in different global contexts
Notă biografică
Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire.
Cuprins
How to get the most out of this book. Introduction. Writing with purpose: Where you find copywriters; Copywriters as communicators; Creating an emotional response. Understanding your product: Creativity starts with research; Applying your product knowledge; Picking up on the details. Knowing your audience: Staying on target; Can you reply on market research?; Adopting the right tone of voice. Mastering the language: Improving your language skills; Technical assistance; Knowing the rules and when to break them. Sharpening your style: The art and craft of copywriting; Generating creative ideas; Humour in advertising. Rules and restrictions: Telling the truth; Bending the rules; Jargon and gibberish. Creating effective copy: Creativity and originality; Advertising in unusual places; Writing to fit. Advertising around the world: Writing for foreign markets; Speaking with an international language; Lost in translation. Conclusion. Bibliography. Glossary. Acknowledgements and credits.
Recenzii
Excellent, comprehensive text. Very revealing and useful creative exercises.
A practical 'down to earth' text with excellent layout and style.
Very good introduction to copywriting and creative problem solving.
This is a great introductory book to advertising and student feedback has been well received. The book is easy to follow and clear in its approach.
Well written and designed and suitable for my Level 4 students. Good case studies and student-friendly advice.
A text focusing on the strategy involved in creating verbiage for marketing materials. Learn where copywriters lurk, discover how to create an emotional response via convincing wording, find out hwy understanding the target audience is important, and, in general, hone your writing skills. Illustrated with images from successful ad campaigns. Copywriting reveals top tips for producing quality content.
A practical 'down to earth' text with excellent layout and style.
Very good introduction to copywriting and creative problem solving.
This is a great introductory book to advertising and student feedback has been well received. The book is easy to follow and clear in its approach.
Well written and designed and suitable for my Level 4 students. Good case studies and student-friendly advice.
A text focusing on the strategy involved in creating verbiage for marketing materials. Learn where copywriters lurk, discover how to create an emotional response via convincing wording, find out hwy understanding the target audience is important, and, in general, hone your writing skills. Illustrated with images from successful ad campaigns. Copywriting reveals top tips for producing quality content.
Descriere
Presents a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising process. This book covers subjects such as: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy.