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Author: British Design & Art Direction (Association)
Publisher: Taschen
ISBN: 9783836528320
Category : Design
Languages : en
Pages : 0
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Book Description
The bestselling book remains an important reference work today--a bible for creative directors. Now D&AD presents an updated and redesigned edition of the publication, including works from the last 15 years.
Author: British Design & Art Direction (Association)
Publisher: Taschen
ISBN: 9783836528320
Category : Design
Languages : en
Pages : 0
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Book Description
The bestselling book remains an important reference work today--a bible for creative directors. Now D&AD presents an updated and redesigned edition of the publication, including works from the last 15 years.
Author: Thomas Kemeny
Publisher: Simon and Schuster
ISBN: 1576879607
Category : Business & Economics
Languages : en
Pages : 219
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Book Description
There are a lot of great advertising books, but none that get down in the dirt with you quite like this one. Thomas Kemeny made a career at some of the best ad agencies in America. In this book he shows how he got in, how he's stayed in, and how you can do it too. He breaks apart how to write fun, smart, and effective copy-everything from headlines to scripts to experiential activations-giving readers a lesson on a language we all thought we already knew. This book is not a retrospective from some ad legend. It's a book that should be instantly useful for people starting out. A guide for the first few years at a place you'd actually want to work. Traditionally, advertising books have been written by people with established careers, big offices and letters like VP in their titles. They have stories from the old days when people could start in the mailroom. They are talented. That's been done. Who wants another book filled with seasoned wisdom? This is a book written by somebody still getting his bearings. Someone who has made an extraordinary number of errors in a still short career. Someone who has managed to hang onto his job despite these shortcomings.
Author: Joseph Sugarman
Publisher: John Wiley & Sons
ISBN: 111842879X
Category : Business & Economics
Languages : en
Pages : 374
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Book Description
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.
Author: Victor O. Schwab
Publisher: Ravenio Books
ISBN:
Category : Business & Economics
Languages : en
Pages : 303
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Book Description
In How to Write a Good Advertisement, advertising expert Victor O. Schwab shares his proven techniques for crafting effective and persuasive advertisements. Drawing from his extensive experience in the industry, Schwab provides practical insights and strategies for capturing the attention of potential customers and compelling them to take action. Whether you're a seasoned marketer or just starting out, this book offers valuable guidance on how to create advertisements that deliver results.
Author: Andrew Boulton
Publisher: Gasp Books
ISBN: 1838434313
Category : Business & Economics
Languages : en
Pages : 232
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Book Description
Copywriting is easy. Copywriting is hard. It’s frustrating, rewarding, draining, thrilling and, in almost every way, a lot of fun. It’s also the job Andrew Boulton has been doing, writing about, and teaching others to do, for more than 10 years. Now, he’s gathered up all the experiences, observations, lessons, fleeting successes and crushing failures he’s accumulated in that time to help copywriters, new and old, come to terms with the baffling life of an alphabet wrangler.
Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 0470267712
Category : Business & Economics
Languages : en
Pages : 347
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Book Description
In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.
Author: Ray Edwards
Publisher: Morgan James Publishing
ISBN: 1630475025
Category : Business & Economics
Languages : en
Pages : 186
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Book Description
Communicate with potential customers—and persuade them to buy: “The best copywriting teacher I know.” —Michael Hyatt, New York Times–bestselling author of Your Best Year Ever This book is for everyone who needs to write copy that sells—including copywriters, freelancers, and entrepreneurs. Writing copy that sells without seeming “salesy” can be tough, but is an essential skill. How to Write Copy That Sells offers tips for crafting powerful, effective headlines and bullet points, reveals the secrets of product launch copy, and supplies specific copywriting techniques for: email marketing websites social media direct mail traditional media ads, and more “Ray invites you into his inner sanctum where he opens his real-life copywriting toolkit . . . Get this book!” —Judith Sherven, PhD, and Jim Sniechowski, PhD, bestselling authors of The Heart of Marketing
Author: Dave Marinaccio
Publisher: Simon and Schuster
ISBN: 1628726210
Category : Business & Economics
Languages : en
Pages : 199
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Book Description
A bestselling author and advertising veteran shares a life’s lessons from the ad trade. Dave Marinaccio, cofounder and the creative director of LMO Advertising, is a veteran of the industry who, as a young man starting out, studied stand-up at Second City in Chicago. He later wrote an international bestseller, All I Really Need to Know I Learned from Watching Star Trek. His equally entertaining new book takes us inside the world of advertising, offering stories and observations from his three decades at some of America's best-known agencies, working with clients from Pizza Hut to the Holocaust Museum. In short, punchy chapters, Dave pulls back the curtain and shares his insights on how marketing decisions are made and other lessons. His topics range from logos, the big idea, and selling perfume to how we undervalue our gifts, to do-overs, celebrities, and "meetingsmanship." And more than a few lessons turn out to be apt not just for business but for our stressed-out lives. Admen, Mad Men, and the Real World of Advertising is written to be easily digestible by interns, CEOS, or anyone who has ever watched a television commercial or clicked on a banner ad. Irreverent, packed with useful information, and unflinchingly honest, it is a serious business book by a seriously funny man and a must for anyone who lives, works, or plays in today's commercial culture.
Author: Shelly Field
Publisher: Infobase Publishing
ISBN: 1438110847
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
Offers career information in radio. Profiles include news, sports, sales, management, publicrelations, traffic, engineering, and programming.
Author: Institute for Career Research
Publisher: CreateSpace
ISBN: 9781515321101
Category :
Languages : en
Pages : 34
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Book Description
IF YOU ARE NEVER AT A LOSS FOR words, consider a career as an advertising copywriter. Advertising copywriting involves all the elements of good writing, including clarity, flow, purpose, and direction. Great copywriters relentlessly go after their audience, tugging at their emotions, pulling at their purse strings. Advertising copywriters are telling a story. It has to be interesting, informative, draw the audience in, and lead to a satisfying conclusion. As the story is being told, copywriters play to their audience. Factors like age, gender, marital status, lifestyle, family life, profession, income, likes, dislikes, hopes, dreams, problems, and concerns, are all taken into consideration when targeting an audience and crafting copy. As the copywriter, you establish the mood, set the tone and create the atmosphere. Where do you want to take the audience? What do you want them to feel? Ad writers can make their copy funny, uplifting, inspirational, thought-provoking, poignant, urgent, chilling, shocking, heart-wrenching, informative, or use any of the other myriad appeals that will resonate with an audience. An advertising copywriter is limited by space and time constraints, so words have to be chosen precisely, to fit perfectly into a thirty- or sixty-second commercial, a few column inches in a print newspaper or magazine advertisement, or part of a computer screen in a web ad. Nothing can be left out, yet there is only room to include a little. It takes a true word magician to get so much into such a tight and unwavering format. Each word has to convey an array of ideas. The copy has to be pithy and to the point. You have just a few seconds to convince your audience to read on or listen further. It all has to be accomplished in a flash, before a person turns a magazine page, switches a television channel, or clicks the mouse to close the ad. The ad has to be hard-hitting right from the start and carry through to the end. There may be tantalizing artwork and dramatic pictures, but it is all about the words, the clever catchphrase - that's what makes an ad memorable. You write, rewrite, and start over. Adding words, cutting words, substituting words and rearranging words. Your mission is to write copy that convinces people that they need, want, have to have, and cannot live without whatever it is you are selling. While an advertising copywriter's work may be seen and heard by millions, the trick is to have the words in an ad connect with each person individually. That is what gets a person to buy what you are selling. This new Careers Ebook contains a wealth of unbiased information about an occupational field, based on the latest national surveys. Careers Ebooks cover attractive and unattractive sides, opportunities, education necessary, personal qualifications required, earnings, descriptions of different job specialties, first person accounts by those in the field, and how to get started; including practical advice on what to do now. There are live links to schools and colleges, associations, periodicals and other sources of reliable information.
