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"It doesn't matter whether you're a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media. Writing examples are shown using industry standard formats. You'll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting. Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference. Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy"--

Advertising copy

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Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. With insightful interviews from leading copywriters, as well as illustrated case studies of major brands, this new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogs, company magazines, and internal communications.

Advertising copy. --- Marketing. --- Commerce --- Business & Economics --- Advertising --- Business writing. --- Business --- Advertisement writing --- Copy, Advertising --- Copy writing, Advertising --- Copywriting, Advertising --- Authorship --- Business communication --- Advertising copy --- Business writing --- E-books --- Copywriting --- Internet --- Schrijven --- Bedrijfscommunicatie --- Tekstschrijven --- Conversie (informatica)

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Maîtriser les techniques de l'écriture et de l'argumentation publicitaire - Rédaction de documents et pour le Web, spots radio et TV, recherche de slogans… - Des mots à l'image : valoriser les liens visuel/texte. Concevoir des campagnes, écrire des slogans, élaborer des affiches, rédiger le texte d'une annonce presse ou les dialogues d'un spot TV, créer un spot radio, chercher un nom pour un nouveau produit, étudier une signature de marque..., autant de travaux propres au métier de concepteur-rédacteur, spécialiste et artiste des mots. Pour mener à bien un projet publicitaire, le concepteur-rédacteur doit néanmoins maîtriser certaines règles essentielles : 1. Structurer ses textes selon des techniques d'expression écrite propres à l'argumentation publicitaire: simplicité, clarté, efficacité... 2. Suivre les étapes essentielles depuis l'idée jusqu'au suivi de la réalisation : copy strategy, debriefing, prétest, présentation, argumentation... 3. Collaborer avec le directeur artistique afin que textes et visuels soient parfaitement agencés. Illustré d'exemples et de conseils, voici le kit complet du parfait concepteur-rédacteur. Il vous donne les clés pour élaborer des concepts et campagnes publicitaires fortes, justes, créatives et attractives..., donc réussies !

Advertising copy --- Advertising --- Publicité --- Handbooks, manuals, etc. --- Rédaction --- Guides, manuels, etc. --- Marketing --- Communication --- Publicité --- Rédaction

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Prix du concours annuel de 2008

Book history --- Graphics industry --- Erasmus, Desiderius --- Printing --- Printers --- Make-up (Printing) --- Type and type-founding --- Imprimerie --- Imprimeurs --- Mise en pages --- Caractères d'imprimerie --- History --- Histoire --- Erasmus, Desiderius, --- History. --- 655.28.022 --- 094 ERASMUS ROTERODAMUS, DESIDERIUS --- BPB1212 --- 873.4 --- 094.1 <4> --- 686.2 --- Arbeidsfasen bij drukvoorbereiding. Pre-press. Kopijvoorbereiding. Copy-editing --- Oude en merkwaardige drukken. Kostbare en zeldzame boeken. Preciosa en rariora--ERASMUS ROTERODAMUS, DESIDERIUS --- Drukkerij --- Geschiedenis --- Humanistisch Latijnse literatuur --- Oude drukken: bibliografie----Europa --- Technology Printing --- 094.1 <4> Oude drukken: bibliografie----Europa --- 873.4 Humanistisch Latijnse literatuur --- 094 ERASMUS ROTERODAMUS, DESIDERIUS Oude en merkwaardige drukken. Kostbare en zeldzame boeken. Preciosa en rariora--ERASMUS ROTERODAMUS, DESIDERIUS --- Makeup (Printing) --- Caractères d'imprimerie --- letterpress printing --- typography --- humanism --- História --- ιστορία --- storja --- histori --- historie --- historia --- história --- история --- stair --- geschiedenis --- történettudomány --- povijest --- zgodovina --- history --- историја --- Geschichtswissenschaft --- storia --- istorija --- ajalugu --- vēsture --- istorie --- Geschichte --- historiografie --- storiografia --- dějiny národů --- historiador --- dějepis --- historická věda --- történelem --- tryckeri --- shtypshkrim --- tiskanje --- tlačiareň (inštitúcia) --- штампарство --- iespiešana --- drukkerij --- stampar --- industria tipografica --- industria tipografică --- tiskarstvo --- painatus --- Druckerei --- spausdinimas --- trykkeri --- τυπογραφία --- печатење --- drukarstwo --- imprenta --- nyomtatás --- tiskárna (instituce) --- printing --- trükkimine --- отпечатване --- impressão gráfica --- industria grafica --- графичка индустрија --- typographie --- tipografie --- knjigotisak --- grafikas industrija --- fotocompoziție --- grafisches Gewerbe --- industri grafike --- polygrafický průmysl --- fotosalikums --- offset-paino --- βιομηχανία γραφικών εφαρμογών --- fotografinis rinkimas --- grafický priemysel --- ofsetas --- přenosný tisk --- graafinen ala --- teknikë printimi ofset --- grafikos pramonė --- Typografie --- sazárna --- photocomposition --- fotosättning --- tipografi --- graphics industry --- indústria gráfica --- graafikatööstus --- fotokompositsioon --- grafische Industrie --- tipografía --- industrie graphique --- hlubotisk --- ofset --- fotozetten --- tipografia --- typografi --- industria grafică --- печатарска индустрија --- типографија --- ofsettrükk --- литографија --- štampanje --- szedés --- spaustuvė --- εκτύπωση όφσετ --- offset --- fotokompozim --- industria gráfica --- offsetdruk --- ofset-trükk --- typografia --- tipogrāfija --- fotocomposizione --- fotosadzba --- Fotosatz --- εκτύπωση --- fotolitografia --- knihtisk --- tüpograafia --- ofszeteljárás --- fotokompozice --- offsettryck --- ofseta iespiedums --- typografie --- офсет печатење --- ofsetový tisk --- штампарска индустрија --- fotocomposição --- tipográfia --- nyomdaipar --- fotocomposición --- fotokompositio --- grafisk industri --- litografia --- grafische industrie --- φωτοσύνθεση --- 873.4 Humanist Latin literature --- Humanist Latin literature --- priontáil --- Printing - Europe - History --- Erasme --- Erasmus, Desiderius, - d. 1536 --- Érasme (1469-1536) --- 16e siècle --- Érasme (1469-1536) --- 16e siècle