Copywriting : successful writing for design, advertising and marketing / Gyles Lingwood and Mark Shaw

Includes bibliographical references and index.

Where does the creative process fit in advertising : the business behind advertising creative -- Conceptual development -- Getting attention and delivering an informative message -- Visuals and their voice in advertising -- Type as a design element -- The many visual and verbal voices of color -- The stages of design -- Layout options and what they say -- Spokespersons and character representatives as part of the concept -- Graphic design, logo and package development -- Writing copy that strategically promotes the brand and talks to the target -- Concepts that incorporate the visual and verbal voice of individual media vehicles -- The design behind broadcast -- Making it big and taking it on the road : out-of-home and transit advertising -- Direct marketing : the old guard -- What makes Internet and social media marketing work? -- What makes mobile work -- Campaign and visual and verbal uniformity across multiple mediums -- Pitching, approvals and deadlines.

Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal. Effective visual and verbal design solutions are more than just a good idea; they are purposeful, on-target, on-strategy, and recognizable no matter where, or in what form, they appear. Success depends on creative teams' understanding of ideation, layout, type, color, varied image formats, copywriting, media advantages and limitations, and production procedures for varied media formats. The step-by-step approach of this book goes beyond broad theoretical discussions on copy and design. Instead, the book dissects the creative process into individualized and detailed discussions both creative and non-creative students alike can understand and employ. This book is ideal as a textbook for design courses within programs in advertising, graphic design, integrated marketing communication, strategic marketing, entrepreneurship, business, and mass communication. Accompanying the text are online materials for instructors: lecture slides, a testbank, and instructor manual