Communications writing and design : the integrated manual for marketing, advertising, and public relations / John DiMarco, Ph.D.

Format:

Book

Author/Creator:

DiMarco, John, author.

Series:

THEi Wiley ebooks.

THEi Wiley ebooks

Language:

English

Subjects (All):

Advertising.

Marketing.

Information technology--Social aspects.

Information technology.

Physical Description:

1 online resource (216 pages) : illustrations (some color)

Edition:

1st ed.

Place of Publication:

Hoboken, New Jersey : Wiley Blackwell, 2017.

System Details:

Access using campus network via VPN at home (THEi Users Only).

Summary:

Communications Writing and Design is an integrated, project-based introduction to effective writing and design across the persuasive domains of communication. * Build a strong foundation of core writing and design skills using professionally-designed examples that illustrate and reinforce key principles * Readers learn and analyze techniques by creating 15 projects in marketing, advertising, PR, and social media with the help of strategy suggestions, practical tips, and professional production techniques * Written by an experienced professional and teacher, with a focus on the cross-disciplinary nature of contemporary communication work * Learning is reinforced through a variety of pedagogical features: learning objectives, helpful mnemonics, real-life projects and applications, chapter references for further study, and end-of-chapter summaries and exercises A companion website with multimedia slides, exam questions, learning videos, and design guides provides additional learning tools for students and instructors

Contents:

Intro

Communications Writing and Design

Contents

Acknowledgements

Foreword

Preface

Objectives

Method

1 The Connectivity between Research, Writing, and Design

1.1 The anatomy of a text, a document, and a work

1.2 Research

Data in action

1.3 Writing

Linguistic value

1.4 Design

Form as meaning

Icon, index, symbol

1.5 Summary

1.6 Chapter exercises

Chapter references

2 Writing Technical, Persuasive, and News Communication

2.1 Writing for "Marcom " touchpoints

2.2 Effecting persuasion

2.3 Getting raw material for writing projects

2.4 Marketing communications writing: technical, persuasive, and news

2.5 Technical writing

Technical communication

Key rules in technical writing and technical communication

2.6 Persuasive copywriting

Writing to sell using FAB and USP

Key rules in persuasive copywriting

2.7 News writing

Identifying and defining news

Key rules in news writing

2.8 Writing tool belt - essential skills

Activation of verbs - voice and tense

Outlining and flowcharting

Chunking and progressive disclosure

"You" viewpoint

Expressing data

Crafting headlines and subheads

Editing and rewriting

2.9 Essential grammar rules

Usage and style for common punctuation marks

Parenthetical punctuation

The Comma

The Semicolon

The em dash

Quotation marks

Apostrophes

2.10 Five common writing mistakes to avoid

2.11 Five steps to find writing success

2.12 Chapter exercises

Technical writing

Persuasive copywriting

News writing

3 Communication Design

3.1 Communication design solves problems

Marketing communications problems

Communication design

Graphic and advertising design

3.2 Design direction

3.3 Communication design components

3.4 Layout.

Grids - rule of thirds and the law of thirds

BANGPP - a visual layout rubric

3.5 Typography

Choosing fonts

Setting type

Two kinds of type: display type and body text

Hierarchy and consistency

Responsible typography in action

3.6 Images

Photographs

Illustrations

Motion graphics and animation

3.7 Color

Color sensation and attention

Understanding color terminology

Choosing color using wheel schemes

Color palettes and color harmony

3.8 Common design mistakes to avoid

Incorrect image proportions and resolution

Uncaring typography

Using color for the sake of color

3.9 Chapter exercises

4 Creative Research Methods

4.1 Understand, research, then execute

4.2 Design process-seven steps

4.3 Briefs: creative, design, and scope

Client creative brief

GACMIST design brief

Project scope document

4.4 Design and market research methods

Market research

Twenty questions to target your audience

Brainstorming

Concentric circle exercises (CC method)

Mind mapping

Design ethnography

4.5 Creating visual forms on paper

Sketching

Storyboards

Integrated sitemaps

4.6 Chapter exercises

5 Design Tools

5.1 Digital design tools for communication designers

Page layout and word-processing

Presentations and e-learning

Digital imaging

Digital illustration

5.2 Essential image production concepts

Opacity

Selections, alpha channels, and paths

Layers and compositing

5.3 Digital color spaces (RGB and CMYK)

Digital color rules

Pantone swatch books

RGB vs. web safe color on screen

Spot color vs. process color in print

Three important takeaways on color

5.4 Resolution, size, and output formats

Prepress overview

5.5 Chapter exercises

6 Marketing Projects.

6.1 Logotype and brandmark

Logotype and brandmark - defined

Goal of the piece

Specifications and size

Research and conceptualization

Writing style

Logotype, brandmark, and signature design format

Logotype, brandmark, and signature checklist

Creative assignment

6.2 Business card, letterhead, envelope - company stationery

Company stationery defined

Stationery design format

Business card and letterhead checklist

6.3 Product packaging

Product packaging defined

Packaging design format

Package design checklist

6.4 Collateral brochures

Collateral brochures defined

Collateral design format

Brochure design checklist

7 Advertising Projects

7.1 The Ayers No. 1 ad defined

Ayers No. 1 design format

Ayers No 1. advertisement checklist

7.2 Posters and billboards

Posters and billboards defined

Poster and billboard design format

Poster and billboard checklist

7.3 Ad specialties

Advertising specialties defined

Advertising specialty design format

Ad specialty checklist

7.4 Postcards

Postcards defined

Goal of the piece.

Specifications and size

Postcard design format

Postcard checklist

7.5 Banner ads

Banner ads defined

Banner ad design format

Banner ad checklist

8 Public Relations Projects

8.1 Public relations / News release

The news release defined

News release design

News release writing checklist

8.2 Public relations / Fact sheet

The fact sheet defined

Fact sheet design

Fact sheet writing checklist

8.3 Public relations / Backgrounder

The backgrounder defined

Backgrounder design

Backgrounder writing checklist

8.4 Public relations / Annual report

The annual report defined

Annual report design format

Annual report checklist

8.5 Public relations / Infographic

The infographic defined

Infographic design format

Infographic checklist

9 Social Media for Marketing, Advertising, and Public Relations

9.1 Social media defined

9.2 Research for social media

9.3 Writing for social media

9.4 Social media design

9.5 Social media checklist.

9.6 Social media examples

Social media for marketing

Social media for advertising

Social media for public relations

9.7 Chapter exercises

Index

EULA.

Notes:

Includes bibliographical references at the end of each chapters and index.

Description based on online resource; title from PDF title page (ebrary, viewed April 4, 2017).

ISBN:

9781119118923

1119118921

9781119118916

1119118913

9781119267485

111926748X

OCLC:

979154314