The Creative Copywriter's Companion (eBook)

One of America's most award-winning copywriters explains how to write great creative copy. Covers all traditional and digital media.

Tom Attea (Autor)

eBook Download: EPUB

2018 | 1., First Edition
297 Seiten
Really Helpful Books (Verlag)
978-0-9821218-5-6 (ISBN)

Infos

From the Kirius Review: A highly instructional guide to the creation of effective advertising... A copywriting pro reveals all ... For those mystified by advertising copywriting or anyone who hopes to enter the profession, this book is sure to fit the bill... He has won the ad industry's most prestigious awards, worked with top agencies, and written for stellar clients covers all the bases. Included are chapters about the creative process, writing for traditional and digital media He writes eloquently and wisely Brimming with wisdom and good-natured copywriting guidance. Link to the entire review: https://www.kirkusreviews.com/book-reviews/tom-attea/the-creative-copywriters-companion/In this landmark book, one of America's most award-winning copywriters and creative directors, who conducted the copywriting training program at Young & Rubicam for five years, shares the most complete, and often refreshingly original, strategic and creative guidelines ever described for creative copywriting. If you're looking for a book that explains how you can become a great creative copywriter, who knows how to use the resources of language to magnify the selling proposition, instead of subordinate or otherwise distract from it, you just found it. You'll discover how to optimize your copywriting for every touchpoint in the customer journey from a member of the target audience to a prospect, purchaser, brand loyalist and advocate. The tactics are explained so you can implement them yourself and start to achieve remarkably consistent success for your clients and in your career. You'll also be able to use the book as a helpful companion to refer to over the years.

Inhalt

TABLE OF CONTENTS

DEDICATION

PREFACE

PART 1

GENERAL GUIDELINES FOR GREAT COPYWRITING

CHAPTER 1

The Basic Guidelines

CHAPTER 2

How To Position And Build Brands

CHAPTER 3

How To Create Great Slogans

CHAPTER 4

How To Create A Great Campaign Or Homepage

PART 2

HOW TO WRITE GREAT COPY FOR TRADITIONAL MEDIA

CHAPTER 5

Television Commercials

CHAPTER 6

Radio Commercials And Jingles

CHAPTER 7

Print Advertising

CHAPTER 8

Short Spots, Small-Space Advertisements And Labels

CHAPTER 9

More About How To Begin, Develop, And Conclude Commercials And Print Ads

PART 3

HOW TO WRITE GREAT COPY FOR DIGITAL MEDIA

CHAPTER 10

Introduction

CHAPTER 11

Websites & Landing Pages

CHAPTER 12

Google Ads, Facebook Ads, And Other Digital Ads

CHAPTER 13

Social Selling

CHAPTER 14

Email Copywriting

PART 4

ADVANCED GUIDELINES FOR GREAT COPYWRITING

CHAPTER 15

The Unique Language Of Advertising

CHAPTER 16

How To Discover The Right, Bright Words and Visuals

CHAPTER 17

A Potpourri Of Insights

CHAPTER 18

How To Shift An Entire Market Toward Your Brand

CHAPTER 19

Specific Categories of Advertising

CHAPTER 20

Getting the Production Right

PART 5

THE CREATIVE EXPLORATORY AND SOLVING TOUGH CREATIVE PROBLEMS

CHAPTER 21

The Creative Exploratory And Solving Tough Creative Problems

CHAPTER 22

More On Solving Tough Creative Problems

CHAPTER 23

Presenting Creative Work

PART 6

WHAT YOU SHOULD KNOW ABOUT TESTING AND MEDIA

CHAPTER 24

Advertising Testing

CHAPTER 25

The Right Media

PART 7

LANDMARK BOOKS, THE CREATIVE REVOLUION, CAREER ADVICE, AND PERSPECTIVES

CHAPTER 26

A Brief Review Of Landmark Advertising Books

CHAPTER 27

Why The Creative Revolution Fell Short

CHAPTER 28

Career Advice

CHAPTER 29

Perspectives on Advertising

PART 8

NEW PRODUCT DEVELOPMENT

CHAPTER 30

Concept Development, Product Ideation, And Name Development

CONCLUSION

ABOUT THE AUTHOR

APPENDIX

EXAMPLE OF A CREATIVE BRIEF

Produkt-Details

• Erscheint lt. Verlag: 9.10.2018
• Reihe/Serie: First Edition
• Reihe/Serie: First Edition
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: best book for copywriters • book about copywriting • book for copywriters • book on copywriting • copywriter book • copywriting • copywriting book • copywriting ebook • Creative Copywriting • ebook on copywriting • great book for copywriters • great copywriting • leading book for copywriters • learn copywriting • learn to be a copywriter • new book about copywriting • teach me to be a copywriter
• ISBN-10: 0-9821218-5-7 / 0982121857
• ISBN-13: 978-0-9821218-5-6 / 9780982121856