Fully revised for today's practical copywriting requirements, this guide reveals some of advertising's greatest creative secrets. From planning to implementation, it should guide you step by step through copywriting skills for a range of disciplines including: the Internet; radio and TV; business to business; public relations; recruitment; and charities. Throughout the text quick tips summarize what you have read and exercises are provided to help you build your skills.
Table of Contents
Introduction; What is a copywriter? The big idea; How to structure your copy; Getting to grips with your copy; Media and understanding its creative language; Selling through the letterbox; Direct mail and charity; Moving pictures; Further media to consider; Yellow Pages and trade directories; The internet; Press release copy; Practical glossary
J. Jonathan Gabay is an award-winning copywriter, course director at the Chartered Institute of Marketing, the world's biggest marketing training organisation, and director of a creative marketing consultancy firm.