书目详细信息
： The copywriter's toolkit :
书目信息 机读格式(MARC)
| ISBN： | 9781405199520 (hbk.) |
|---|---|
| ISBN： | 1405199520 (hbk.) |
| ISBN： | 9781405199537 (pbk.) |
| ISBN： | 1405199539 (pbk.) |
| 编目源： | DLC DLC DLC |
| 个人名称： | Berman, Margo,1947- |
| 题名： | The copywriter's toolkit : the complete guide to strategic advertising copy / Margo Berman. |
| 索书号： | F713.8-62/B516E |
| 出版发行项： | Chichester, West Sussex ; Malden, MA : Wiley-Blackwell, 2012. |
| 载体形态： | 396 p. ; 25 cm. |
| 书目附注： | Includes bibliographical references and index. |
| 格式化内容附注： | Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading . |