MARC details
| 000 -LEADER |
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| fixed length control field |
03887nam a2200253Ia 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
NULRC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20250520103006.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250520s9999 xx 000 0 und d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781138037120 |
| 040 ## - CATALOGING SOURCE |
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| Transcribing agency |
NULRC |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
PE 1479.B87 .M37 2018 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Marsh, Charles |
| Relator term |
author |
| 245 #0 - TITLE STATEMENT |
|---|
| Title |
Strategic writing : |
| Remainder of title |
multimedia writing for public relations, advertising, and more / |
| Statement of responsibility, etc. |
Charles Marsh, David W. Guth, and Bonnie Poovey Short |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Fourth Edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
New York, NY : |
| Name of publisher, distributor, etc. |
Routledge, |
| Date of publication, distribution, etc. |
c2018 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
vii, 348 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
26 cm. |
| 365 ## - TRADE PRICE |
|---|
| Price amount |
USD40 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Machine generated contents note: SECTION 1 Strategic Writing -- 1A.Introduction -- 1B.The Importance of Good Writing -- 1C.Research, Planning and the Writing Process -- 1D.Writing for the Web -- 1E.Writing for Social Media -- 1F.Broadcast/Podcast Writing -- 1G.Strategic Design -- 1H.Integrated Marketing Communications -- 1I.Ethics and Strategic Writing -- 1J.Diversity and Strategic Writing -- 1K.Persuasion and Strategic Writing -- 1L.The Law and Strategic Writing -- 1M.Jobs in Strategic Writing -- SECTION 2 Strategic Writing in Public Relations -- 2A.Introduction -- 2B.Social Media in Public Relations -- 2C.Microblogs and Status Updates -- 2D.Blogs -- 2E.Podcasts -- 2F.Websites -- 2G.News Release Guidelines -- 2H.Announcement News Releases -2I.Feature News Releases -- 2J.Hybrid News Releases -- 2K.Social Media News Releases -- 2L.Media Advisories -- 2M.Pitches -- 2N.Video News Releases and Organizational Storytelling -- 2O.Digital Newsrooms and Media Kits -- 2P.Backgrounders Note continued: 2Q.Fact Sheets -- 2R.Photo Opportunity Advisories -- 2S.Newsletter and Magazine Stories -- 2T.Annual Reports -- 2U.Speeches -- SECTION 3 Strategic Writing in Advertising -- 3A.Introduction -- 3B.Social Media in Advertising -- 3C.Strategic Message Planners -- 3D.Print Advertisements -- 3E.Radio Advertisements -- 3F.Television Advertisements -- 3G.Web and Mobile Advertisements -- 3H.Radio and TV Promotions -- 3I.Radio and TV Public Service Announcements -- SECTION 4 Strategic Writing in Sales and Marketing -- 4A.Introduction -- 4B.Social Media in Sales and Marketing -- 4C.Content Marketing -- 4D.Proposals and Marketing Communications Plans -- 4E.Mobile Messages -- 4F.Sales Letters and E-Blasts -- 4G.Fundraising Letters and E-Blasts -- 4H.Brochures -- SECTION 5 Strategic Writing in Business Communication -- 5A.Introduction -- 5B.Social Media in Business Communication -- 5C.Business Correspondence -- 5D.Good-News Correspondence Note continued: 5E.Bad-News Correspondence -- 5F.Request Correspondence -- 5G.Job-Request Correspondence -- 5H.Resumes -- 5I.Memoranda -- 5J.Business Reports -- Appendices -- A.A Concise Guide to Punctuation -- B.A Concise Guide to Grammar -- C.A Concise Guide to Style -- DTips for Oral Presentations |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. In addition, it includes concise chapters on topics such as diversity, ethics and the legal aspects of strategic writing. Featuring a spiral binding, examples for each document and a user-friendly "recipe" approach, Strategic Writing is ideal for undergraduate PR or advertising writing classes that take an interdisciplinary approach. This new edition devotes new attention throughout to social media and writing in the digital realm, and features new and updated online resources for students and instructors. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
BUSINESS WRITING |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Guth, David W. ;Short, Bonnie Poovey |
| Relator term |
co-author;co-author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Books |
