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| Author | : D&ad |
| Publisher | : |
| Total Pages | : 544 |
| Release | : 2018 |
| Genre | : Design |
| ISBN | : 9783836568524 |
In 1995, the D&AD published a book on the intricate art of writing for advertising. Now, D&AD and TASCHEN join forces to bring you this updated and redesigned edition with essays by 53 leading professionals from across the world. This book isn't just indispensable for marketing writers, but for anyone who needs to win people over online, on...
| Author | : Albert C. Book |
| Publisher | : McGraw Hill Professional |
| Total Pages | : 292 |
| Release | : 1997 |
| Genre | : Business & Economics |
| ISBN | : 9780844230245 |
A perfect vehicle to help you write stronger headlines using the author's A-B-C formula; write about benefits, not features; prepare layouts--for everything from newsprint pages to billboards; write for the special needs of broadcast and interactive media and more. Whether you're just getting started or sharpening your skills, this is a vital tool for anyone who's in the business of creative communication.
| Author | : Tom Altstiel |
| Publisher | : SAGE Publications |
| Total Pages | : 751 |
| Release | : 2015-12-10 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1506315402 |
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
| Author | : Lazar Dzamic |
| Publisher | : Rockport Publishers |
| Total Pages | : 0 |
| Release | : 2003-02 |
| Genre | : Advertising |
| ISBN | : 9782880467401 |
In redoubled efforts to get the message across in a media-saturated world, ad agencies are turning to a more enduring and all-embracing method of reaching their audience - don't speak. This is a collection of the smartest ways in which today's advertising professionals have promoted, publicised and sold products and services with hardly a single word in sight. Trawling the best work from TV, billboards, print, the Web and radio, the author has compiled an intriguing array of international examples. There is also a discussion of the unique relationship that is formed between consumer and brand by using this method of advertising, and (no)copywriters talk in depth about their approach.
| Author | : George Burton Hotchkiss |
| Publisher | : |
| Total Pages | : 512 |
| Release | : 1924 |
| Genre | : Advertising |
| ISBN | : |
| Author | : Margo Berman |
| Publisher | : John Wiley & Sons |
| Total Pages | : 400 |
| Release | : 2012-07-19 |
| Genre | : Social Science |
| ISBN | : 1444360817 |
Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level. Introduces essential conceptual strategies and key writing techniques for result-driven copy Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies Includes supplementary website an instructor’s manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos
| Author | : J. George Frederick |
| Publisher | : Routledge |
| Total Pages | : 358 |
| Release | : 2020-03-27 |
| Genre | : Business & Economics |
| ISBN | : 1000082954 |
This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.
| Author | : George Felton |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 1994 |
| Genre | : Advertising |
| ISBN | : 9780131896550 |
This text covers the process of conceptualizing creating advertisements that gain attention and produce results. It focuses on understanding both the market-oriented issues that underlie the development of an effective, creative strategy (What to say), and the technical issues of headlines, visuals and copy (How to say it). Samples of classic and recent professioanl advertisements are included.
| Author | : R. Bigelow Lockwood |
| Publisher | : Routledge |
| Total Pages | : 348 |
| Release | : 2014-10-03 |
| Genre | : Business & Economics |
| ISBN | : 1317650344 |
This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer. Although inevitably a product of the time in which it was published, this volume nonetheless contains many valuable tenets of advertising which remain a core part of modern advertising theory.
