Improve Your Copywriting (2010) [electronic resource].

Format:

Book

Author/Creator:

Gabay, J. Jonathan.

Series:

Teach Yourself Business Skills

Language:

English

Subjects (All):

Advertising copy.

Local Subjects:

Advertising copy.

Physical Description:

1 online resource (364 p.)

Place of Publication:

London : Hodder Education, 2010.

Language Note:

English

Summary:

Do you need to write exciting copy and sometimes get stumped? Are you looking for creative ideas or need a dip-in reference for quick tips and hints? If so, this book by one of the UK's leading copywriting experts is your answer.

Contents:

Cover; Book title; Contents; Meet the author; How to use this book; Introducing ScotsdaleNorth.com and PenPal; Only got a minute?; Only got five minutes?; 1 What it takes to be a copywriter; Have you got the write stuff?; The tools of the trade; First steps in the copywriting thought process; 2 The big idea; Here's an idea; Unlocking your creative potential; Copywriting and its influence on the mind; How brainstorming drives the creative process; Research; Creativity's role in the competitive commercial world; The Elvis factor; The G spot; Understanding the brand portfolio

Measuring brand loyaltyTypical product life cycles; Researching competitors; The big idea quick tips; 3 How to structure your copy; The creative brief; Types of brief; Immaculate concepts; Beyond the POD; Conceptions and perceptions; Social categorization; 4 Getting to grips with your copy; Grammar and copy; Gabay's 'Copywriters' Guide to Grammar'; Grammar quick tips; Punctuation; Classic copy structure; Grabbing the market share; Using headlines; Nitty-gritty quick tips; Understanding bodycopy; Writing for a specific audience; Subheads and captions; Keeping your copy chatty

Closing your bodycopyStraplines, slogans and other pay-offs; Measuring copy effectiveness; Copy fitting; Body-building quick tips; 5 Media and understanding its creative language; The eight steps to effective media planning; The press up close; Recruitment advertising quick tips; Business-to-business press advertising; Corporate-style press advertising; Addressing managers; Business-to-business quick tips; Off-the-page advertising; The role of incentives; Off-the-page quick tips; 6 Selling through the letterbox; Gabay's tips to guarantee your envelope gets opened

A step-by-step guide to lettersEmail styles; Leaflets; The reply device; Twenty-six 'old school' creative mailing ideas; A word about catalogues; Direct mail quick tips; 7 Direct mail and charity; Kinds of donor; Attitudes towards charities using advertising and direct mail; Use of personalities; Legacy-direct mail; Tone; 8 Moving pictures; TV and cinema; Practical creative approaches; The big star on the small screen; Animation; The last laugh; TV you read; TV jingles; Get the picture?; Direct response television; I hope that entertained you - now, here's the bill

TV commercial advertising quick tips9 Listen to this!; Delve deeper, turn up the creative volume; Delivering the message; Music; Involve your listeners - it's to their advantage; Radio production; Radio commercials quick tips; 10 Further media to consider; Posters; Posters quick tips; 11 The Internet; Kiss your copy; Less is more; There's no place like home; To PDF or not to PDF?; Search and they will find; The web quick tips; 12 Press release copy; Public relations; Other types of press release; When bad news is good news; Press release quick tips; Appendix; Making the jargon make sense

Taking it further

Notes:

Description based upon print version of record.

ISBN:

1-282-95735-X

9786612957352

1-4441-2483-8

OCLC:

705535958