Copywriting Rob Bowdery
Material type: TextSeries: Basics advertising ; 01Publication details: Lausanne ; Worthing : AVA Academia, 2008.Edition: 1st edDescription: 175 p. : ill.; 23 cmISBN:- 9782940373680 (pbk.)
- 294037368X (pbk.)
- 659.132 22
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|
Books | Library, Independent University, Bangladesh (IUB) Reserve Shelf | 659.132 B785c 2008 (Browse shelf(Opens below)) | 1 | Not For Loan | 019088 |
Browsing Library, Independent University, Bangladesh (IUB) shelves, Shelving location: Reserve Shelf Close shelf browser (Hides shelf browser)
659.1 B427a Introduction to Advertising and Promotion : an integrated marketing communications perspective / | 659.1 B783c Contemporary advertising / | 659.1 R831a Advertising Communications and Promotion Management / | 659.132 B785c 2008 Copywriting | 659.2 K62p Public relations : principles and practice / | 659.9 W456a Advertising : principles and practice / | 660.2 A935s Shreve's chemical process industries / |
Formerl CIP. UK
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.
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.
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.
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