机读格式显示(MARC)

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• 005 20171130160500.0

• 008 120702s2012 enka b 001 0 eng d

• 016 7_ |a 016118260 |2 Uk

• 020 __ |a 9781780670003 (pbk.)

• 020 __ |a 1780670001

• 040 __ |a UKMGB |b eng |c UKMGB |d OCLCO |d YDXCP |d VP@ |d CDX |d YNK |d ORX |d OUN |d UMS |d UAA |d MUU |d LMR |d OSU |d UtOrBLW

• 050 _4 |a HF5825 |b .S53 2012

• 082 04 |a 659.132 |2 23

• 093 __ |a F713.8 |2 5

• 099 __ |a CAL 022014028902

• 100 1_ |a Shaw, Mark, |d 1965-

• 245 10 |a Copywriting : |b successful writing for design, advertising, and marketing / |c Mark Shaw.

• 250 __ |a 2nd ed.

• 260 __ |a London : |b Laurence King, |c c2012.

• 300 __ |a 240 p. : |b col. ill. ; |c 25 cm.

• 500 __ |a Previous ed.: 2009.

• 504 __ |a Includes bibliographical references and index.

• 505 0_ |a 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.

• 520 __ |a "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.

• 650 _0 |a Advertising copy.

• 650 _0 |a Marketing.

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• 921 __ |a CASHL |b CEPIEC |c 9781780670003

• 950 __ |a SCNU |f F713.8/S535-2