Creative Marketing Communications

A Practical Guide to Planning, Skills and Techniques

Daniel Yadin

343 pages, parution le 01/12/2000 (3^eme édition)

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Résumé

This third edition of the classic marketing communications guide is a gold mine of creative techniques. In accessible and reader-friendly style, the author has packed this handbook full of usable information on every aspect of marketing communications from branding and positioning to writing sales-winning copy and assessing creative work. This fully updated guide will help both the novice and the experienced practicioner improve their marketing communication skills.

Contents

Introduction - A practical book for practical marketers

PART 1 PRACTICAL PLANNING TECHNIQUES

Chapter 1 Creative Planning Techniques
Chapter 2 Creative Briefings
Chapter 3 Branding and Positioning

PART 2 IMPROVING YOUR CREATIVE SKILLS

Chapter 4 The Right Word in the Right Place
Chapter 5 Sales-winning Copywriting Techniques
Chapter 6 How to Write Sales-winning Headlines
Chapter 7 How to Write Successful Body Copy
Chapter 8 Writing Successful Direct Mail
Chapter 9 Improving Your Brochures and Leaflets
Chapter 10 How te, Write Effective News Releases
Chapter 11 Improving Your Photographs and Illustrations
Chapter 12 How te, Read and Correct Proofs
Chapter 13 Printing and Print
Chapter 14 Writing Successful Television Commercials
Chapter 15 Writing Successful Radio Commercials
Chapter 16 Design Techniques for Press and Print
Chapter 17 Assessing Creative Work
Chapter 18 Creative Marketing on the Web
Chapter 19 Creative Marketing and the Law

PART 3 ESSENTIAL INFORMATION

Chapter 20 Essential Reference
Chapter 21 Essential Contacts
Chapter 22 Essential Reading

Index

L'auteur - Daniel Yadin

Daniel Yadin is a consultant in media, management and marketing communications. He also lectures widely on Communication techniques for academic institutions and training organisations in Britain arid abroad.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Daniel Yadin
Parution	01/12/2000
Édition	3^eme édition
Nb. de pages	343
Format	15 x 23,3
Couverture	Broché
Poids	544g
Intérieur	Noir et Blanc
EAN13	9780749434588

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Creative Marketing Communications

Résumé

L'auteur - Daniel Yadin

Caractéristiques techniques

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