MARC状态：审校 文献类型：西文图书 浏览次数：90
- 题名/责任者:
- Copywriting : successful writing for design, advertising, and marketing / Mark Shaw.
- 版本说明:
- 2nd ed.
- 出版发行项:
- London : Laurence King, c2012.
- ISBN:
- 9781780670003 (pbk.)
- ISBN:
- 1780670001
- 载体形态项:
- 240 p. : col. ill. ; 25 cm.
- 个人责任者:
- Shaw, Mark, 1965-
- 论题主题:
- Advertising copy.
- 论题主题:
- Marketing.
- 中图法分类号:
- F713.8
- 一般附注:
- Previous ed.: 2009.
- 书目附注:
- Includes bibliographical references and index.
- 内容附注:
- 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 communicatinos -- Writing for catalogs -- Writing for the digital environment.
- 摘要附注:
- "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.
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