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The copywriter's toolkit [[electronic resource] ] : the complete guide to strategic advertising copy / / Margo Berman
| The copywriter's toolkit [[electronic resource] ] : the complete guide to strategic advertising copy / / Margo Berman |
| Autore | Berman Margo <1947-> |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K. ; ; Malden, Mass., : Wiley-Blackwell, 2012 |
| Descrizione fisica | 1 online resource (398 p.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-4443-6081-7
1-283-54234-X 9786613854797 1-4443-6080-9 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading. |
| Record Nr. | UNINA-9910452652303321 |
Berman Margo <1947->
|
||
| Chichester, West Sussex, U.K. ; ; Malden, Mass., : Wiley-Blackwell, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The copywriter's toolkit [[electronic resource] ] : the complete guide to strategic advertising copy / / Margo Berman
| The copywriter's toolkit [[electronic resource] ] : the complete guide to strategic advertising copy / / Margo Berman |
| Autore | Berman Margo <1947-> |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K. ; ; Malden, Mass., : Wiley-Blackwell, 2012 |
| Descrizione fisica | xix, 376 p. : ill. (some col.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| ISBN |
9781444360806
1444360809 |
| Classificazione |
674
674.35 659.13/2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading. |
| Record Nr. | UNINA-9910795973003321 |
|
Berman Margo <1947->
|
||
| Chichester, West Sussex, U.K. ; ; Malden, Mass., : Wiley-Blackwell, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The copywriter's toolkit : the complete guide to strategic advertising copy / / Margo Berman
| The copywriter's toolkit : the complete guide to strategic advertising copy / / Margo Berman |
| Autore | Berman Margo <1947-> |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K. ; ; Malden, Mass., : Wiley-Blackwell, 2012 |
| Descrizione fisica | xix, 376 p. : ill. (some col.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| ISBN |
9781444360806
1444360809 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading. |
| Record Nr. | UNINA-9910966651603321 |
|
Berman Margo <1947->
|
||
| Chichester, West Sussex, U.K. ; ; Malden, Mass., : Wiley-Blackwell, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches
| Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches |
| Autore | Sullivan Luke |
| Edizione | [Fifth edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (451 p.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-119-16402-8 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Preface Introduction On Being The Second-Smartest Person in the Room. Chapter 1 A Brief History of Why Everybody Hates Advertising.: And why you should try to get a job there. Chapter 2: The Creative Process: Or "Why it's impossible to explain what we do to our parents." Chapter 3 Ready Fire! Aim: Or, What to say comes before how to say. Chapter 4 The Sudden Cessation of Stupidity.: How to get ideas - the broad strokes Chapter 5 Write When You Get Work: Completing an idea--some finer touches Chapter 6 The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways. Chapter 7 Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about. Working way out past the edge Chapter 8 Why is the Bad Guy Always More Interesting?: Storytelling, Conflict, and Platforms CHAPTER 9 Zen and The Art of Sale-Ends-Saturday: Or, Managing time, energy, and your creative mind. Chapter 10 Digital Isn't a Medium. It's a Way of Life: Ads, media, content, and customers - they've all gone digital. Chapter 11 Change The Mindset, Change The Brief, Change The Team: Digital work means the end of "us and them." Chapter 12 Why Pay for Attention When You Can Earn It?: Or, Advertising so interesting, people go out of their way to see it. Chapter 13 Social Media Is The New Creative Playground: It seems like a free-for-all, but there are some basic guidelines. Chapter 14 How Customers Become Customers in The Digital Age: Be findable, be present, be everywhere. Chapter 15 Surviving The Digital Tsunami: Or, How to be a one, not a zero. Chapter 16 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually Chapter 17 Radio Is Hell. But It's a Dry Heat: Some advice on working in a tough medium Chapter 18 Only the Good Die Young: The enemies of good ideas Chapter 19 Pecked to Death by Ducks: Presenting and protecting your work Chapter 20* A Good Book. Or a Crowbar: What it takes to get into the business Chapter 21 Making Shoes versus Making Shoe Commercials: Is this a great business, or what? Suggested Reading Notes Bibliography Acknowledgments Index . |
| Record Nr. | UNINA-9910460604303321 |
|
Sullivan Luke
|
||
| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches
| Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches |
| Autore | Sullivan Luke |
| Edizione | [Fifth edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (451 p.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| ISBN |
1-119-16403-6
1-119-16402-8 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Preface Introduction On Being The Second-Smartest Person in the Room. Chapter 1 A Brief History of Why Everybody Hates Advertising.: And why you should try to get a job there. Chapter 2: The Creative Process: Or "Why it's impossible to explain what we do to our parents." Chapter 3 Ready Fire! Aim: Or, What to say comes before how to say. Chapter 4 The Sudden Cessation of Stupidity.: How to get ideas - the broad strokes Chapter 5 Write When You Get Work: Completing an idea--some finer touches Chapter 6 The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways. Chapter 7 Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about. Working way out past the edge Chapter 8 Why is the Bad Guy Always More Interesting?: Storytelling, Conflict, and Platforms CHAPTER 9 Zen and The Art of Sale-Ends-Saturday: Or, Managing time, energy, and your creative mind. Chapter 10 Digital Isn't a Medium. It's a Way of Life: Ads, media, content, and customers - they've all gone digital. Chapter 11 Change The Mindset, Change The Brief, Change The Team: Digital work means the end of "us and them." Chapter 12 Why Pay for Attention When You Can Earn It?: Or, Advertising so interesting, people go out of their way to see it. Chapter 13 Social Media Is The New Creative Playground: It seems like a free-for-all, but there are some basic guidelines. Chapter 14 How Customers Become Customers in The Digital Age: Be findable, be present, be everywhere. Chapter 15 Surviving The Digital Tsunami: Or, How to be a one, not a zero. Chapter 16 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually Chapter 17 Radio Is Hell. But It's a Dry Heat: Some advice on working in a tough medium Chapter 18 Only the Good Die Young: The enemies of good ideas Chapter 19 Pecked to Death by Ducks: Presenting and protecting your work Chapter 20* A Good Book. Or a Crowbar: What it takes to get into the business Chapter 21 Making Shoes versus Making Shoe Commercials: Is this a great business, or what? Suggested Reading Notes Bibliography Acknowledgments Index . |
| Record Nr. | UNINA-9910797907303321 |
|
Sullivan Luke
|
||
| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches
| Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches |
| Autore | Sullivan Luke |
| Edizione | [Fifth edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (451 p.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| ISBN |
1-119-16403-6
1-119-16402-8 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Preface Introduction On Being The Second-Smartest Person in the Room. Chapter 1 A Brief History of Why Everybody Hates Advertising.: And why you should try to get a job there. Chapter 2: The Creative Process: Or "Why it's impossible to explain what we do to our parents." Chapter 3 Ready Fire! Aim: Or, What to say comes before how to say. Chapter 4 The Sudden Cessation of Stupidity.: How to get ideas - the broad strokes Chapter 5 Write When You Get Work: Completing an idea--some finer touches Chapter 6 The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways. Chapter 7 Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about. Working way out past the edge Chapter 8 Why is the Bad Guy Always More Interesting?: Storytelling, Conflict, and Platforms CHAPTER 9 Zen and The Art of Sale-Ends-Saturday: Or, Managing time, energy, and your creative mind. Chapter 10 Digital Isn't a Medium. It's a Way of Life: Ads, media, content, and customers - they've all gone digital. Chapter 11 Change The Mindset, Change The Brief, Change The Team: Digital work means the end of "us and them." Chapter 12 Why Pay for Attention When You Can Earn It?: Or, Advertising so interesting, people go out of their way to see it. Chapter 13 Social Media Is The New Creative Playground: It seems like a free-for-all, but there are some basic guidelines. Chapter 14 How Customers Become Customers in The Digital Age: Be findable, be present, be everywhere. Chapter 15 Surviving The Digital Tsunami: Or, How to be a one, not a zero. Chapter 16 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually Chapter 17 Radio Is Hell. But It's a Dry Heat: Some advice on working in a tough medium Chapter 18 Only the Good Die Young: The enemies of good ideas Chapter 19 Pecked to Death by Ducks: Presenting and protecting your work Chapter 20* A Good Book. Or a Crowbar: What it takes to get into the business Chapter 21 Making Shoes versus Making Shoe Commercials: Is this a great business, or what? Suggested Reading Notes Bibliography Acknowledgments Index . |
| Record Nr. | UNINA-9910807098403321 |
|
Sullivan Luke
|
||
| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this! [[electronic resource] ] : the classic guide to creating great advertising / / by Luke Sullivan ; with Sam Bennett
| Hey, Whipple, squeeze this! [[electronic resource] ] : the classic guide to creating great advertising / / by Luke Sullivan ; with Sam Bennett |
| Autore | Sullivan Luke |
| Edizione | [4th ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, 2012 |
| Descrizione fisica | 1 online resource (402 p.) |
| Disciplina | 659.13/2 |
| Altri autori (Persone) | BennettSam |
| Soggetto topico | Advertising copy |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-23718-8
1-280-58955-8 9786613619389 1-118-22383-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910457285203321 |
|
Sullivan Luke
|
||
| Hoboken, N.J., : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this! [[electronic resource] ] : the classic guide to creating great advertising / / by Luke Sullivan ; with Sam Bennett
| Hey, Whipple, squeeze this! [[electronic resource] ] : the classic guide to creating great advertising / / by Luke Sullivan ; with Sam Bennett |
| Autore | Sullivan Luke |
| Edizione | [4th ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, 2012 |
| Descrizione fisica | 1 online resource (402 p.) |
| Disciplina | 659.13/2 |
| Altri autori (Persone) | BennettSam |
| Soggetto topico | Advertising copy |
| ISBN |
1-118-23718-8
1-280-58955-8 9786613619389 1-118-22383-7 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910779093703321 |
|
Sullivan Luke
|
||
| Hoboken, N.J., : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||