MARC details
| 000 -LEADER |
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| fixed length control field |
03204nam a2200337 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
00012848 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
BD-DhIUB |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20230823095227.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
110618s2008 sz a g 000 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9782940373680 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
294037368X (pbk.) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
BD-DhIUB |
| Transcribing agency |
BD-DhIUB |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.132 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Bowdery, Rob. |
| 9 (RLIN) |
199 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Copywriting |
| Statement of responsibility, etc |
Rob Bowdery |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
1st ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Lausanne ; |
| -- |
Worthing : |
| Name of publisher, distributor, etc |
AVA Academia, |
| Date of publication, distribution, etc |
2008. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
175 p. : |
| Other physical details |
ill.; |
| Dimensions |
23 cm. |
| 490 0# - SERIES STATEMENT |
|---|
| Series statement |
Basics advertising : |
| Volume number/sequential designation |
01 |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Formerl CIP. |
| Institution to which field applies |
UK |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
How to get the most out of this book. Introduction. Writing with purpose: Where you find copywriters; Copywriters as communicators; Creating an emotional response. Understanding your product: Creativity starts with research; Applying your product knowledge; Picking up on the details. Knowing your audience: Staying on target; Can you reply on market research?; Adopting the right tone of voice. Mastering the language: Improving your language skills; Technical assistance; Knowing the rules and when to break them. Sharpening your style: The art and craft of copywriting; Generating creative ideas; Humour in advertising. Rules and restrictions: Telling the truth; Bending the rules; Jargon and gibberish. Creating effective copy: Creativity and originality; Advertising in unusual places; Writing to fit. Advertising around the world: Writing for foreign markets; Speaking with an international language; Lost in translation. Conclusion. Bibliography. Glossary. Acknowledgements and credits. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Presents a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising process. This book covers subjects such as: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
This title is the first in the "Basics Advertising" series, which follows on from the successful "The Fundamentals of Creative Advertising". It highlights the importance of being able to think both verbally and visually by conveying the idea that creative ad concepts, with their combination of words and images, often arise as a result of collaborative efforts between both the conceptual copywriter and designers or art director. Subjects covered include: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy. The book also features a chapter on 'Advertising around the World', which highlights the increasing dominance of English as an international language of commerce and marketing. This title is suitable for first and second year undergraduate students of advertising and marketing courses, all students needing to understand the basic concepts of the discipline before moving into more specific areas of advertising, and practising conceptual copywriters. |
| 520 0# - SUMMARY, ETC. |
|---|
| Summary, etc |
Business. |
| 526 ## - STUDY PROGRAM INFORMATION NOTE |
|---|
| Department |
Finance |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Source of heading or term |
Management |
| 651 ## - SUBJECT ADDED ENTRY--GEOGRAPHIC NAME |
|---|
| Source of heading or term |
Business Studies |
| 690 7# - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) |
|---|
| Topical term or geographic name as entry element |
Management and Business Studies |
| Source of heading or term |
blcoll |
| 9 (RLIN) |
121 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |