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Author: Charles Anthony Wainwright
Publisher:
Published: 1966
Total Pages: 328
ISBN-13:
DOWNLOAD EBOOKThis book is concerned with the creative aspects of television commercials. Some chapters are slightly technical, but the purpose is to explore the area of ideas.
Author: T. Iezzi
Publisher: Springer
Published: 2016-09-27
Total Pages: 213
ISBN-13: 1137510447
DOWNLOAD EBOOKThe Idea Writers guides both new and experienced copywriters through the process of creating compelling messages that sell. It shows readers what it's like to work in the fast-paced world of an agency while providing practical adviceplusdetails oncreatingaward-winning multimedia ad campaigns.
Author: Margo Berman
Publisher: John Wiley & Sons
Published: 2012-07-19
Total Pages: 400
ISBN-13: 1444360817
DOWNLOAD EBOOKWritten from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level. Introduces essential conceptual strategies and key writing techniques for result-driven copy Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies Includes supplementary website an instructor’s manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos
Author: Scott A. Kuehn
Publisher: CQ Press
Published: 2016-12-08
Total Pages: 569
ISBN-13: 1506308090
DOWNLOAD EBOOKThe Basics of Media Writing: A Strategic Approach helps readers develop the essential writing skills and professional habits needed to succeed in 21st-century media careers. This research-driven, strategy-based media writing textbook digs deeply into how media professionals think and write in journalism, public relations, advertising, and other forms of strategic communication. Authors Scott A. Kuehn and Andrew Lingwall have created two comprehensive writing models to help students overcome their problems in finding and developing story topics by giving them “starting points” to begin writing. The Professional Strategy Triangle model shows students how to think critically about the audience, the situation, and the message before starting a news story or persuasive piece and the FAJA four-point model asks students a series of questions about their story type (Fact, Analysis, Judgment, or Action) to guide them to the right angle or organizational structure for their message. Rooted in classical rhetorical methods, this step-by-step technique enables readers to strategically approach each writing task, no matter the format.
Author: Robert W. Bly
Publisher: Holt Paperbacks
Published: 2020-04-07
Total Pages: 302
ISBN-13: 1250238005
DOWNLOAD EBOOKThe classic guide to copywriting, now in an entirely updated fourth edition This is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention—and sell more products. Among the tips revealed: * 8 headlines that work--and how to use them * The 5-step “Motivating Sequence” for generating more sales and profits * 10 tips for boosting landing page conversion rates * 15 techniques to ensure your emails get high open and click-through rates * How to create powerful “lead magnets” that double response rates * The “4 S” formula for making your copy clear, concise, and compelling This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources. Now more indispensable than ever, Robert W. Bly's The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.
Author: Milan D. Meeske
Publisher: Wadsworth Publishing Company
Published: 1992
Total Pages: 426
ISBN-13:
DOWNLOAD EBOOKCombines basic information and principles with skills-building exercises in a workbook format--with everything needed to proceed with assignments (saving instructors the work of preparing many handouts).
Author: T. Allan Taylor
Publisher: Infobase Publishing
Published: 2009
Total Pages: 368
ISBN-13: 1438110901
DOWNLOAD EBOOKProvides information on salaries, skill requirements, and employment opportunities for ninety writing and writing-related professions.
Author: Anthony Friedmann
Publisher: CRC Press
Published: 2014-06-20
Total Pages: 370
ISBN-13: 1136028102
DOWNLOAD EBOOKWriting for Visual Media focuses on the fundamental problems faced by writers beginning to create content for media that is to be seen rather than read. This book takes the student from basic concepts to a first level of practice through an explicit method that trains students to consistently identify a communications problem, think it through, and find a resolution before beginning to write. Through successive exercises, it helps them acquire the skill and confidence they need to write effective films, corporate and training videos, documentary, ads, PSAs, tv series and other types of visual narrative. Writing for Visual Media also has a chapter on writing for interactive media, including promotions, instructional programs, and games. The book makes the student aware of current electronic writing tools and scriptwriting software through a companion CD-ROM, which offers links to demos and enriches the content of the printed book with video, audio, and sample scripts.
Author: Edd Applegate
Publisher: Rowman & Littlefield
Published: 2015-11-05
Total Pages: 311
ISBN-13: 1442244097
DOWNLOAD EBOOKWhen it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works—or not—and why.
Author: Bob Foreman
Publisher: Wildside Press LLC
Published: 2008-05-30
Total Pages: 194
ISBN-13: 143447173X
DOWNLOAD EBOOKBob Foreman came into radio and television from an advertising agency. He days developing and sponsoring such shows as The $64,000 Question, Groucho Marx, Your Hit Parade, and dozens of others provide source material for his humorous looks at the media.
