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Copywriting : successful writing for design, advertising and marketing /

By: Shaw, Mark, 1965-.
Publisher: London : Laurence King, 2009Description: 216 p. : ill. (chiefly col.), plates ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781856695688 (pbk.); 9781856695688:; 1856695689 (pbk.).Subject(s): Business writing | Advertising copyDDC classification: 659.132
Contents:
Introduction -- 1: Getting To Grips With Copywriting -- 2: Art Of Writing Great Copy -- 3: Writing For Advertising And Direct Marketing -- Interview: Diane Ruggie, DDB -- Interview: Will Awdry Ogilvy -- Case study: Amnesty international -- Case study: MemoMind pharma -- 4: Writing For Retailing And Products -- Interview: Meredith Mathews, Half price books -- Interview: Dan Germain, Innocent drinks -- Case study: Method home products -- Case study: Pret A Manger -- 5: Writing For Catalogs -- Interview: Vincent Stanley, Patagonia -- Interview: Kate Tetlow, Jupiter design -- Case study: Territory ahead -- Case study: Argos -- 6: Writing For Company Magazines And Newsletters -- Interview: Conan Kisor, American Medical Association -- Interview: Sarah McCartney, Lush times -- Case study: Land Rover onelife -- Case Study: Kodak one magazine -- 7: Writing For Websites And Digital Formats -- Interview: Mark Santus, Romeo empire design -- Interview: Catherine Toole, Sticky content -- Case study: Broad stripe butchers -- Case study: Daily candy -- 8: Writing For Brand, Marketing, And Internal Communications -- Interview: John Simmons, writer -- Interview: Steve Manning, Igor international -- Case study: Serious waste management -- Case study: Olive media products -- Further reading -- Index -- Picture credits -- Acknowledgments.
Summary: 'Copywriting' shows how to write for all formats and contexts, from catalogues and products to advertising and websites. It explores the challenges of commercial writing, providing the tools to become a confident and versatile copywriter.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 659.132 SHA (Browse shelf(Opens below)) 1 Available 0061008
Total holds: 0

Includes bibliographical references and index.

Introduction -- 1: Getting To Grips With Copywriting -- 2: Art Of Writing Great Copy -- 3: Writing For Advertising And Direct Marketing -- Interview: Diane Ruggie, DDB -- Interview: Will Awdry Ogilvy -- Case study: Amnesty international -- Case study: MemoMind pharma -- 4: Writing For Retailing And Products -- Interview: Meredith Mathews, Half price books -- Interview: Dan Germain, Innocent drinks -- Case study: Method home products -- Case study: Pret A Manger -- 5: Writing For Catalogs -- Interview: Vincent Stanley, Patagonia -- Interview: Kate Tetlow, Jupiter design -- Case study: Territory ahead -- Case study: Argos -- 6: Writing For Company Magazines And Newsletters -- Interview: Conan Kisor, American Medical Association -- Interview: Sarah McCartney, Lush times -- Case study: Land Rover onelife -- Case Study: Kodak one magazine -- 7: Writing For Websites And Digital Formats -- Interview: Mark Santus, Romeo empire design -- Interview: Catherine Toole, Sticky content -- Case study: Broad stripe butchers -- Case study: Daily candy -- 8: Writing For Brand, Marketing, And Internal Communications -- Interview: John Simmons, writer -- Interview: Steve Manning, Igor international -- Case study: Serious waste management -- Case study: Olive media products -- Further reading -- Index -- Picture credits -- Acknowledgments.

'Copywriting' shows how to write for all formats and contexts, from catalogues and products to advertising and websites. It explores the challenges of commercial writing, providing the tools to become a confident and versatile copywriter.

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