Copywriting : successful writing for design, advertising, and marketing / Mark Shaw.

Format:

Book

Author/Creator:

Shaw, Mark, 1965-

Language:

English

Subjects (All):

Advertising copy.

Business writing.

Physical Description:

1 online resource (240p.).

Edition:

2nd ed.

Place of Publication:

London : Laurence King, 2012.

Summary:

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, catalogs, 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.

Contents:

Intro

Copywriting, 2nd edition

Contents

Preface

Introduction

Chapter 1: Getting to grips with copywriting

Chapter 2: The art of writing great copy

Chapter 3: Writing for brand and marketing

Interview: John Simmons, The Writer

Interview: Steve Manning, Igor International

Case Study: Serious Waste Management

Case Study: Olive Media Products

Chapter 4: Writing for advertising and direct marketing

Interview: Diane Ruggie, DDB

Interview: Will Awdry, Ogilvy

Case Study: Amnesty International

Case Study: MemoMind Pharma

Chapter 5: Writing for retailing and products

Interview: Meredith Matthews, Half Price Books

Interview: Dan Germain, Innocent Drinks

Case Study: Method Home Products

Case Study: Pret A Manger

Chapter 6: Writing for company magazines, newsletters, and internal communications

Interview: Conan Kisor, American Medical Association

Interview: Sarah McCartney, Lush Times

Case Study: Land Rover Onelife

Case Study: Kodak One Magazine

Chapter 7: Writing for catalogs

Interview: Vincent Stanley, Patagonia

Interview: Kate Tetlow, Jupiter Design

Interview: Sunita Yeomans, Creative Director, argos.co.uk

Case Study: The Territory Ahead

Chapter 8: Writing for the digital environment

Interview: Mark Santus, Romeo Empire Design

Interview: Catherine Toole, Sticky Content

Case Study: Broad Stripe Butchers

Case Study: Daily Candy

Case Study: Creative Review Blog

Glossary

Further reading

Index

Picture credits

Acknowledgments

Cover.

Notes:

Previous ed.: 2009.

Includes bibliographical references and index.

ISBN:

9781780671628

1780671628

OCLC:

883127931