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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 | 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-> |
| Edizione | [1st ed.] |
| 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-9910820112103321 |
|
Berman Margo <1947->
|
||
| Chichester, West Sussex, U.K. ; ; Malden, Mass., : Wiley-Blackwell, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
It's not just PR [[electronic resource]] : public relations in society / / W. Timothy Coombs, Sherry J. Holladay
| It's not just PR [[electronic resource]] : public relations in society / / W. Timothy Coombs, Sherry J. Holladay |
| Autore | Coombs W. Timothy |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K., : Wiley-Blackwell, c2014 |
| Descrizione fisica | 1 online resource (170 p.) |
| Disciplina | 659.2 |
| Altri autori (Persone) | HolladaySherry J |
| Collana | New York Academy of Sciences |
| Soggetto topico | Public relations - Social aspects |
| ISBN |
1-118-55404-3
1-118-55409-4 |
| Classificazione |
674
659.2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
It's Not Just PR Public Relations in Society; Copyright; Contents; Acknowledgments; Introduction to the Second Edition; 1 Does Society Need Public Relations?; Media Use and the Term "PR"; Criticisms of Public Relations; Popular press attacks on public relations; Common themes in critiques of public relations; Popular Press Books Describing the Importance of Public Relations; Positioning Public Relations; Social Media Revolution or Evolution?; Public Relations and the Marketplace of Ideas; Public Relations Literacy; Re-focusing Public Relations; Conclusion
2 Ethical Implications of Public Relations What Is Public Communication?; Ethical Responsibilities of PR as a Form of Public Communication; Ethical Perspectives; Professional Associations and Ethics; The Boundary spanning Role of the PR Professional; Tensions for PR Practitioners; Power Relationships; The Power of PR Professionals in the Corporation; A Postmodern Perspective on PR; Conclusion; 3 Who Practices Public Relations?; Corporate-centric Histories of Public Relations; Antagonistic Views of Corporations and Activists; Power and Marginalization First Reform Era: Abolitionism and Temperance Public relations aspect; Second Reform Era: The Muckrakers; Public relations aspect; Saul Alinsky: Activism in the 1960's; Public relations aspect; Birth of Issues Management; Public relations aspect; Internet Activism: Going Digital; Pre-social-media Internet activism; Post-social media Internet activism; Public relations aspect; Labor Unions and Public Relations; Public relations aspect; Conclusion; 4 Public Relations Influences Society; Issues Management: A Framework of Effects on Public Policy; EPA bans Alar under pressure AMA's objection to national health insurance Local battles: retailing and healthcare; Shaping Public Behavior; Keep America Beautiful; Let's Move; Zombie Apocalypse; RED Campaign; Initiative Neue Soziale Marktwirtschaft (INSM); Private Politics; Nestlé and Greenpeace; Starbucks and UK taxes; Mixing Policy, Social, and Private Changes: Direct-to-Consumer Advertising and Big Pharm; Conclusion; 5 Shifting the View of Public Relations; Reconsidering the Positioning of Public Relations: A Societal Focus; Revisiting the Definition of Public Relations Conflict: Exercise and resistance of power through public relations Detox campaign: exercising influence through public relations; The UN places human rights on the corporate agenda; Where We Have Been; References; Index |
| Record Nr. | UNINA-9910779718803321 |
|
Coombs W. Timothy
|
||
| Chichester, West Sussex, U.K., : Wiley-Blackwell, c2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
It's not just PR : public relations in society / / W. Timothy Coombs, Sherry J. Holladay
| It's not just PR : public relations in society / / W. Timothy Coombs, Sherry J. Holladay |
| Autore | Coombs W. Timothy |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K., : Wiley-Blackwell, c2014 |
| Descrizione fisica | 1 online resource (170 p.) |
| Disciplina | 659.2 |
| Altri autori (Persone) | HolladaySherry J |
| Collana | New York Academy of Sciences |
| Soggetto topico | Public relations - Social aspects |
| ISBN |
1-118-55404-3
1-118-55409-4 |
| Classificazione |
674
659.2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
It's Not Just PR Public Relations in Society; Copyright; Contents; Acknowledgments; Introduction to the Second Edition; 1 Does Society Need Public Relations?; Media Use and the Term "PR"; Criticisms of Public Relations; Popular press attacks on public relations; Common themes in critiques of public relations; Popular Press Books Describing the Importance of Public Relations; Positioning Public Relations; Social Media Revolution or Evolution?; Public Relations and the Marketplace of Ideas; Public Relations Literacy; Re-focusing Public Relations; Conclusion
2 Ethical Implications of Public Relations What Is Public Communication?; Ethical Responsibilities of PR as a Form of Public Communication; Ethical Perspectives; Professional Associations and Ethics; The Boundary spanning Role of the PR Professional; Tensions for PR Practitioners; Power Relationships; The Power of PR Professionals in the Corporation; A Postmodern Perspective on PR; Conclusion; 3 Who Practices Public Relations?; Corporate-centric Histories of Public Relations; Antagonistic Views of Corporations and Activists; Power and Marginalization First Reform Era: Abolitionism and Temperance Public relations aspect; Second Reform Era: The Muckrakers; Public relations aspect; Saul Alinsky: Activism in the 1960's; Public relations aspect; Birth of Issues Management; Public relations aspect; Internet Activism: Going Digital; Pre-social-media Internet activism; Post-social media Internet activism; Public relations aspect; Labor Unions and Public Relations; Public relations aspect; Conclusion; 4 Public Relations Influences Society; Issues Management: A Framework of Effects on Public Policy; EPA bans Alar under pressure AMA's objection to national health insurance Local battles: retailing and healthcare; Shaping Public Behavior; Keep America Beautiful; Let's Move; Zombie Apocalypse; RED Campaign; Initiative Neue Soziale Marktwirtschaft (INSM); Private Politics; Nestlé and Greenpeace; Starbucks and UK taxes; Mixing Policy, Social, and Private Changes: Direct-to-Consumer Advertising and Big Pharm; Conclusion; 5 Shifting the View of Public Relations; Reconsidering the Positioning of Public Relations: A Societal Focus; Revisiting the Definition of Public Relations Conflict: Exercise and resistance of power through public relations Detox campaign: exercising influence through public relations; The UN places human rights on the corporate agenda; Where We Have Been; References; Index |
| Record Nr. | UNINA-9910815815803321 |
|
Coombs W. Timothy
|
||
| Chichester, West Sussex, U.K., : Wiley-Blackwell, c2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||