The idea writers: copywriting in a new media and marketing era
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Palgrave Macmillan
2011
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | IX, 213 S. |
| ISBN: | 9780230613881 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804145657430147072 |
|---|---|
| adam_text | CONTENTS
Acknowledgmen ts
ix
CHAPTER
1
The Creativity Age
1
CHAPTER
2
Bernbach
to the Future
19
CHAPTER
3
The Storytellers
37
CHAPTER
4
Digital Is Not a Channel
55
CHAPTER
5
How to Not Write Advertising
77
CHAPTER
6
Life in Adland
105
CHAPTER
7
Bringing Ideas to Life
147
CHAPTER
8
It s Just Getting Good
183
APPENDIX
1
And Now a Few Words from Lee Clow
191
APPENDIX
2
And Now a Few Words from JeffGoodby
197
Notes
203
Index
209
A memorable slogan used to be the cornerstone of every great ad, but
today s campaigns are no longer static —they are interactive, multi-platform,
and ongoing. The digital revolution has made consumers active participants in
brand narratives. As a result, the art and science of advertising has gone from
developing one-way messages to engaging audiences in conversations. The
rules of the past—while exceedingly worthy of study—are insufficient to guide
today s copywriter.
Copublished with Advertising Age, The Idea Writers explores the chang¬
ing advertising-industry landscape while guiding both new and experienced
copywriters through the process of developing compelling brand content and
experiences that sell.
Teressa
lezzi
taps the top creative minds in the industry for insight into
how to conceive and bring to life innovative ideas. She shows readers what it s
like to work as a copywriter at different types of agencies; looks at how and
with whom writers are working; digs into the process behind effective, award-
winning campaigns; and interviews the world s most successful visionaries.
|
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Not Illustrated |
| indexdate | 2024-07-09T23:22:56Z |
| institution | BVB |
| isbn | 9780230613881 |
| language | English |
| lccn | 2010035428 |
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| title | The idea writers copywriting in a new media and marketing era |
| title_auth | The idea writers copywriting in a new media and marketing era |
| title_exact_search | The idea writers copywriting in a new media and marketing era |
| title_full | The idea writers copywriting in a new media and marketing era by Teressa Iezzi |
| title_fullStr | The idea writers copywriting in a new media and marketing era by Teressa Iezzi |
| title_full_unstemmed | The idea writers copywriting in a new media and marketing era by Teressa Iezzi |
| title_short | The idea writers |
| title_sort | the idea writers copywriting in a new media and marketing era |
| title_sub | copywriting in a new media and marketing era |
| topic | Advertising copy Marketing Marketing (DE-588)4037589-4 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd |
| topic_facet | Advertising copy Marketing World Wide Web 2.0 |
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