000			03204nam a2200337 a 4500
999			_c12848 _d12848
001			00012848
003			BD-DhIUB
005			20230823095227.0
008			110618s2008 sz a g 000 0 eng d
020			_a9782940373680 (pbk.)
020			_a294037368X (pbk.)
040			_aBD-DhIUB _cBD-DhIUB
082	0	4	_a659.132 _222
100	1		_aBowdery, Rob. _9199
245	1	0	_aCopywriting _cRob Bowdery
250			_a1st ed.
260			_aLausanne ; _aWorthing : _bAVA Academia, _c2008.
300			_a175 p. : _bill.; _c23 cm.
490	0		_aBasics advertising : _v01
500			_aFormerl CIP. _5UK
505	0		_aHow to get the most out of this book. Introduction. Writing with purpose: Where you find copywriters; Copywriters as communicators; Creating an emotional response. Understanding your product: Creativity starts with research; Applying your product knowledge; Picking up on the details. Knowing your audience: Staying on target; Can you reply on market research?; Adopting the right tone of voice. Mastering the language: Improving your language skills; Technical assistance; Knowing the rules and when to break them. Sharpening your style: The art and craft of copywriting; Generating creative ideas; Humour in advertising. Rules and restrictions: Telling the truth; Bending the rules; Jargon and gibberish. Creating effective copy: Creativity and originality; Advertising in unusual places; Writing to fit. Advertising around the world: Writing for foreign markets; Speaking with an international language; Lost in translation. Conclusion. Bibliography. Glossary. Acknowledgements and credits.
520			_aPresents a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising process. This book covers subjects such as: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy.
520			_aThis title is the first in the "Basics Advertising" series, which follows on from the successful "The Fundamentals of Creative Advertising". It highlights the importance of being able to think both verbally and visually by conveying the idea that creative ad concepts, with their combination of words and images, often arise as a result of collaborative efforts between both the conceptual copywriter and designers or art director. Subjects covered include: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy. The book also features a chapter on 'Advertising around the World', which highlights the increasing dominance of English as an international language of commerce and marketing. This title is suitable for first and second year undergraduate students of advertising and marketing courses, all students needing to understand the basic concepts of the discipline before moving into more specific areas of advertising, and practising conceptual copywriters.
520	0		_aBusiness.
650			_2Management
651			_2Business Studies
690	7		_aManagement and Business Studies _2blcoll _9121
942			_2ddc _cBK
526			_bfin