Copywriting : successful writing for design, advertising and marketing /
Mark Shaw.
- 2nd edition
- London : Laurence King, 2012
- 240 p. : ill. (chiefly col.) ; 25 cm.
Previous ed.: 2009.
Includes bibliographical references and index.
Introduction -- 1: Getting To Grips With Copywriting -- 2: Art Of Writing Great Copy -- 3: Writing For brand and marketing -- Interview: Diane Ruggie, DDB. Interview: Will Awdry Ogilvy -- Case study: Amnesty international -- Case study: MemoMind pharma -- 4: Writing For Retailing And Products -- Interview: Meredith Mathews, Half price books -- Interview: Dan Germain, Innocent drinks -- Case study: Method home products -- Case study: Pret A Manger -- 5: Writing For Catalogs -- Interview: Vincent Stanley, Patagonia -- Interview: Kate Tetlow, Jupiter design -- Case study: Territory ahead -- Case study: Argos -- 6: Writing For Company Magazines And Newsletters -- Interview: Conan Kisor, American Medical Association -- Interview: Sarah McCartney, Lush times -- Case study: Land Rover onelife -- Case Study: Kodak one magazine -- 7: Writing For Websites And Digital Formats -- Interview: Mark Santus, Romeo empire design -- Interview: Catherine Toole, Sticky content -- Case study: Broad stripe butchers -- Case study: Daily candy -- 8: Writing For Brand, Marketing, And Internal Communications -- Interview: John Simmons, writer -- Interview: Steve Manning, Igor international -- Case study: Serious waste management -- Case study: Olive media products -- Further reading -- Index -- Picture credits -- Acknowledgments.
Teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, and company magazines and internal communications. This title provides you with the tools you need to become a confident and versatile creative copywriter