| Edition |
Second edition. |
| Description |
1 online resource (240 pages) : illustrations (chiefly color) |
| Physical Medium |
polychrome |
| Description |
text file |
| Note |
Previous edition: 2009. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Getting to grips with copywriting -- The art of writing great copy -- Writing for brand and marketing -- Writing for advertising and direct marketing -- Writing for retailing and products -- Writing for company magazines, newsletters, and internal communications -- Writing for catalogs -- Writing for the digital environment -- Glossary. |
| Summary |
"Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogs, company magazines, and internal communications. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, Copywriting, Second Edition takes you through step-by-step processes that can help you to write content quickly and effectively. Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter."--Publisher's website. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising copy.
|
|
Advertising copy. |
|
Business writing.
|
|
Business writing. |
| Genre/Form |
Electronic books.
|
|
Electronic books.
|
| Other Form: |
Print version: Shaw, Mark, 1965- Copywriting. Second edition. London : Laurence King Publishing, 2012 1780671628 (OCoLC)798410679 |
| ISBN |
1780671628 electronic book |
|
9781780671628 electronic book |
|
9781780670003 (paperback) |
|
1780670001 (paperback) |
|
9781780674629 |
|
1780674627 |
|
