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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-> |
| 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 | ||
| ||
Copywriting [[electronic resource] ] : successful writing for design, advertising, and marketing / / Mark Shaw
| Copywriting [[electronic resource] ] : successful writing for design, advertising, and marketing / / Mark Shaw |
| Autore | Shaw Mark <1965-> |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | London, : Laurence King, 2012 |
| Descrizione fisica | 240p. ; : ill. (chiefly col.) |
| Disciplina | 808.0666591 |
| Soggetto topico |
Advertising copy
Business writing |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-78067-162-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910452757203321 |
|
Shaw Mark <1965->
|
||
| London, : Laurence King, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Copywriting [[electronic resource] ] : successful writing for design, advertising, and marketing / / Mark Shaw
| Copywriting [[electronic resource] ] : successful writing for design, advertising, and marketing / / Mark Shaw |
| Autore | Shaw Mark <1965-> |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | London, : Laurence King, 2012 |
| Descrizione fisica | 1 online resource (240p.) |
| Disciplina | 808.0666591 |
| Soggetto topico |
Advertising copy
Business writing |
| ISBN | 1-78067-162-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910779656503321 |
|
Shaw Mark <1965->
|
||
| London, : Laurence King, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Copywriting [[electronic resource] ] : successful writing for design, advertising, and marketing / / Mark Shaw
| Copywriting [[electronic resource] ] : successful writing for design, advertising, and marketing / / Mark Shaw |
| Autore | Shaw Mark <1965-> |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | London, : Laurence King, 2012 |
| Descrizione fisica | 1 online resource (240p.) |
| Disciplina | 808.0666591 |
| Soggetto topico |
Advertising copy
Business writing |
| ISBN | 1-78067-162-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Intro -- 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. |
| Record Nr. | UNINA-9910826393303321 |
|
Shaw Mark <1965->
|
||
| London, : Laurence King, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The copywriting sourcebook [[electronic resource] ] : how to write better copy, faster : for everything from ads to websites / / Andy Maslen
| The copywriting sourcebook [[electronic resource] ] : how to write better copy, faster : for everything from ads to websites / / Andy Maslen |
| Autore | Maslen Andy |
| Pubbl/distr/stampa | London, : Marshall Cavendish Business, 2010 |
| Descrizione fisica | 1 online resource (315 p.) |
| Disciplina |
659.132
659.1322 |
| Soggetto topico |
Advertising copy
Marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN | 981-4312-13-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Title; Copyright; Contents; Acknowledgements; Introduction; 1. Headline; 2. Sales letter; 3. Case study; 4. Press release; 5. Product brochure; 6. Press ad; 7. Presentation; 8. E-zine; 9. Corporate brochure; 10. Email; 11. Adword; 12. Article; 13. Web page; 14. Endpiece; Glossary; Index |
| Record Nr. | UNINA-9910459295403321 |
|
Maslen Andy
|
||
| London, : Marshall Cavendish Business, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The copywriting sourcebook [[electronic resource] ] : how to write better copy, faster : for everything from ads to websites / / Andy Maslen
| The copywriting sourcebook [[electronic resource] ] : how to write better copy, faster : for everything from ads to websites / / Andy Maslen |
| Autore | Maslen Andy |
| Pubbl/distr/stampa | London, : Marshall Cavendish Business, 2010 |
| Descrizione fisica | 1 online resource (315 p.) |
| Disciplina |
659.132
659.1322 |
| Soggetto topico |
Advertising copy
Marketing |
| ISBN | 981-4312-13-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Title; Copyright; Contents; Acknowledgements; Introduction; 1. Headline; 2. Sales letter; 3. Case study; 4. Press release; 5. Product brochure; 6. Press ad; 7. Presentation; 8. E-zine; 9. Corporate brochure; 10. Email; 11. Adword; 12. Article; 13. Web page; 14. Endpiece; Glossary; Index |
| Record Nr. | UNINA-9910792333703321 |
|
Maslen Andy
|
||
| London, : Marshall Cavendish Business, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The copywriting sourcebook : how to write better copy, faster : for everything from ads to websites / / Andy Maslen
| The copywriting sourcebook : how to write better copy, faster : for everything from ads to websites / / Andy Maslen |
| Autore | Maslen Andy |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | London, : Marshall Cavendish Business, 2010 |
| Descrizione fisica | 1 online resource (315 p.) |
| Disciplina |
659.132
659.1322 |
| Soggetto topico |
Advertising copy
Marketing |
| ISBN | 981-4312-13-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Title; Copyright; Contents; Acknowledgements; Introduction; 1. Headline; 2. Sales letter; 3. Case study; 4. Press release; 5. Product brochure; 6. Press ad; 7. Presentation; 8. E-zine; 9. Corporate brochure; 10. Email; 11. Adword; 12. Article; 13. Web page; 14. Endpiece; Glossary; Index |
| Record Nr. | UNINA-9910819413003321 |
|
Maslen Andy
|
||
| London, : Marshall Cavendish Business, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Envisioning collaboration : group verbal-visual composing in a system of creativity / / Geoffrey A. Cross
| Envisioning collaboration : group verbal-visual composing in a system of creativity / / Geoffrey A. Cross |
| Autore | Cross Geoffrey A. |
| Pubbl/distr/stampa | London : , : Routledge, , 2017 |
| Descrizione fisica | 1 online resource (251 p.) |
| Disciplina | 659.1 |
| Collana | Baywood's technical communications series |
| Soggetto topico |
Advertising copy
Communication of technical information Visual communication Creative thinking Teams in the workplace Rhetoric |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-315-23241-3
1-351-86798-9 0-89503-453-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introductory framework and overview -- Ping-pong, part I: collaborative brainstorming of an insight-intensive team -- Ping-pong, part II: development, elaboration, and evaluation of concepts by an insight-intensive team -- "We had one idea that we liked a lot": the invention of a preparation- and evaluation-intensive team -- Less divergence than convergence: analysis of a preparation- and evaluation-intensive team's invention and the end of the hunt -- Collaboration envisioned. |
| Record Nr. | UNINA-9910462736903321 |
|
Cross Geoffrey A.
|
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| London : , : Routledge, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
