Copywriting successful writing for design, advertising and marketing

By:

Shaw, Mark

Publication details: London Laurence King Publishing 2012Edition: Ed.2Description: 240pISBN:

9781780670003

Subject(s):

DDC classification:

741.67 SHA

Contents:

CONTENTS Preface 7 Introduction 9 Ch. 1 Getting to grips with copywriting 10 Ch. 2 The art of writing great copy 24 Ch. 3 Writing for brand and marketing communications 40 Interview: John Simmons, The writer 44 Interview: Dteve Manning, Igor International 47 Case study: Serious waste management 64 Case study: Olive media products 66 Ch. 4 Writing for advertising and direct marketing 68 Interview: Diane Ruggie, DDB 86 Interview: Will Awdry, Ogilvy 88 Case study: Amnesty International 97 Case study: MemoMind pharma 100 Ch. 5 Writing for retailing and products 102 Interview:Meridth Mathews, Half Price books 108 Interview: Dan Germain, innocent drinks 110 Case study: method home products 124 Case study: Pret a manager 126 Ch. 6 Writing for company magazines, newsletters and internal communications 130 Interview: Conan Kishor, American Medical Association 142 Interview: Srah McCartney, Lush Times 145 Case study: Land rover onelife 158 Case study: Kodak One Magazine 162 Ch. 7 Writing for catalogues 164 Interview: Vincent Stanley, Patgonia 172 Interview: Kate Tetlow, Jupiter Design 174 Interview: Sunita yeomans, Creative Director, argos.co.uk 190 Case study: The territory head 196 Ch. 8 Writing for the digital environment 198 Interview: Mark Santus, Romeo Empire Design 208 Interview: Ctatherine toole, Sticky Content 210 Case study: Broad stripe butchers 222 Case study: Daily candy 224 Case study: Creative review blog 226 Glossary 231 Further reading 234 Index 235 Picture credits 238 Acknowledgements 240

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Book	CEPT Library	741.67 SHA	Available		017686

Total holds: 0

CONTENTS
Preface 7
Introduction 9
Ch. 1 Getting to grips with copywriting 10
Ch. 2 The art of writing great copy 24
Ch. 3 Writing for brand and marketing communications 40
Interview: John Simmons, The writer 44
Interview: Dteve Manning, Igor International 47
Case study: Serious waste management 64
Case study: Olive media products 66
Ch. 4 Writing for advertising and direct marketing 68
Interview: Diane Ruggie, DDB 86
Interview: Will Awdry, Ogilvy 88
Case study: Amnesty International 97
Case study: MemoMind pharma 100
Ch. 5 Writing for retailing and products 102
Interview:Meridth Mathews, Half Price books 108
Interview: Dan Germain, innocent drinks 110
Case study: method home products 124
Case study: Pret a manager 126
Ch. 6 Writing for company magazines, newsletters and internal communications 130
Interview: Conan Kishor, American Medical Association 142
Interview: Srah McCartney, Lush Times 145
Case study: Land rover onelife 158
Case study: Kodak One Magazine 162

Ch. 7 Writing for catalogues 164
Interview: Vincent Stanley, Patgonia 172
Interview: Kate Tetlow, Jupiter Design 174
Interview: Sunita yeomans, Creative Director, argos.co.uk 190
Case study: The territory head 196

Ch. 8 Writing for the digital environment 198
Interview: Mark Santus, Romeo Empire Design 208
Interview: Ctatherine toole, Sticky Content 210
Case study: Broad stripe butchers 222
Case study: Daily candy 224
Case study: Creative review blog 226
Glossary 231
Further reading 234
Index 235
Picture credits 238
Acknowledgements 240

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