LEADER 03819nam 2200505Ia 450 001 9910966208303321 005 20240405131822.0 010 $a9781780671628 010 $a1780671628 035 $a(CKB)2550000001040049 035 $a(OCoLC)883127931 035 $a(OCoLC)ocn883127931 035 $a(CaSebORM)9781780670003 035 $a(MiAaPQ)EBC1876142 035 $a(Perlego)1455792 035 $a(EXLCZ)992550000001040049 100 $a20121231d2012 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aCopywriting $esuccessful writing for design, advertising, and marketing /$fMark Shaw 205 $a2nd ed. 210 $aLondon $cLaurence King$d2012 215 $a1 online resource (240p.) 300 $aPrevious ed.: 2009. 311 08$a9781780670003 311 08$a1780670001 320 $aIncludes bibliographical references and index. 327 $aIntro -- 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. 330 $aWriting 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. 606 $aAdvertising copy 606 $aBusiness writing 615 0$aAdvertising copy. 615 0$aBusiness writing. 676 $a808.0666591 700 $aShaw$b Mark$f1965-$01806699 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910966208303321 996 $aCopywriting$94356015 997 $aUNINA