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Copywriting: Successful Writing for Design, Advertising, Marketing
by Mark ShawMany people train in graphic design and typography, but writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease.Using a series of exercises and illustrated examples of award-winning campaigns and communication, Copywriting takes you through step-by-step processes that can help you to write content quickly and effectively.With insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter. With chapters devoted to each specific medium, the book teaches the art of writing great copy for advertising and direct marketing, retailing, catalogues, company magazines, websites, branding and more.
Copywriting: Successful Writing for Design, Advertising, Marketing
by Mark ShawMany people train in graphic design and typography, but writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease.Using a series of exercises and illustrated examples of award-winning campaigns and communication, Copywriting takes you through step-by-step processes that can help you to write content quickly and effectively.With insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter. With chapters devoted to each specific medium, the book teaches the art of writing great copy for advertising and direct marketing, retailing, catalogues, company magazines, websites, branding and more.
Copywriting: Bullet Guides
by Tina KonstantOpen this book and you will Compose great copy Engage your audience Persuade brilliantly Build sales
Copywriting In A Week: Be A Great Copywriter In Seven Simple Steps
by Robert AshtonThe ability to write great copy is crucial to anyone who wants to advance their career.Written by Robert Ashton, a leading expert on copywriting as both a coach and a practitioner, this book quickly teaches you the insider secrets you need to know to in order to write brilliant copy.The highly motivational 'in a week' structure of the book provides seven straightforward chapters explaining the key points, and at the end there are optional questions to ensure you have taken it all in. There are also cartoons and diagrams throughout, to help make this book a more enjoyable and effective learning experience.So what are you waiting for? Let this book put you on the fast track to success!
Copywriting In A Week: Be A Great Copywriter In Seven Simple Steps
by Robert Ashton Rob AshtonGreat copywriting just got easierIt's strange to think that there was a time when only the privileged few could read or write. The rest of us relied on the spoken word. Storytelling was used to pass knowledge on from one generation to the next. Now, most of us are literate and use the written word to gather information and inform our decision making. Increasingly we do this online, with social media and messaging enabling rapid, spontaneous global communication. But rather than freeing us from the need for clear, effective written communication, it actually makes good communication even more important. The less we communicate face to face, the greater the opportunity for misunderstandings. Of course, all writing communicates your message to people you cannot see and may never meet. It means you can influence more widely; it also means you must take care not to make assumptions aboutyour reader, especially those who see your public postings. Successful copywriting is constructed from carefully selected words, each with a clear purpose. It is written to prompt feelings, thoughts or actions. It is clear, concise and at times comforting. It is also comprehensible, even to those not yet confident users of your language. Reading this book, and following the techniques it introduces, will make you a more effective writer. Expertise in grammar is not needed as all the necessary jargon is simply defined and, anyway, some forms of business writing deliberately ignorerules. This book is for people who want to write for results. Each of the seven chapters in Copywriting In A Week covers a different aspect:- Sunday: Focusing your message- Monday: Using layout, pictures and colour to make words memorable- Tuesday: Writing effective letters- Wednesday: Making advertising work for you- Thursday: Communicating clearly with the media- Friday: Preparing promotional print- Saturday: Composing proposals and presentation visuals
Copywriting, Second edition: Successful Writing For Design, Advertising, And Marketing
by Mark ShawWriting copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications.Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, Copywriting, Second Edition takes you through step-by-step processes that can help you to write content quickly and effectively.Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter.
Copywriting Second Edition: Successful Writing for Design, Advertising, Marketing
by Mark ShawWriting copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications.Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, Copywriting, Second Edition takes you through step-by-step processes that can help you to write content quickly and effectively.Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter.
Corazón revuelto: Una biografía de Carmen Laforet
by Gema MoraledaUna biografía única sobre Carmen Laforet, con ilustraciones de Celeste Ciafarone. Decía Carmen Laforet que la vida le interesaba en todos sus momentos, tanto en los malos como en los buenos. Por eso leía, viajaba, escribía y observaba los acontecimientos con el corazón revuelto, lleno de emociones que no dejaban de latir. En el centenario de su nacimiento, esta biografía ilustrada recupera la voz de quien nunca quiso hacer lo que se esperaba de ella. Aquí se conjugan su certero retrato del ambiente de posguerra, sus análisis sobre la religión y la fe, y su alma, siempre errante, que, sin pertenecer a ningún sitio, encontró hogar en sí misma y en sus seres queridos. Un homenaje ilustrado a Carmen Laforet, una escritora de trayectoria personalísima cuyo legado está hoy más vivo que nunca.
Corky Lee's Asian America: Fifty Years of Photographic Justice
by Corky LeeA collection of over 200 breathtaking photos celebrating the history and cultural impact of the Asian American social justice movement, from a beloved photographer who sought to change the world, one photograph at a time &“For generations, Corky taught us how to see ourselves—as individuals and as a community.&”—Hua Hsu, Pulitzer Prize-winning author of Stay TrueKnown throughout his lifetime as the &“undisputed, unofficial Asian American photographer laureate,&” the late photojournalist Corky Lee documented Asian American and Pacific Islander communities for fifty years, breaking the stereotype of Asian Americans as docile, passive, and, above all, foreign to this country. Corky Lee&’s Asian America is a stunning retrospective of his life&’s work--a selection of the best photographs from his vast collection, from his start in New York&’s Chinatown in the 1970s to his coverage of diverse Asian American communities across the country until his untimely passing in 2021. Corky Lee's Asian America traces Lee&’s decades-long quest for photographic justice, following Asian American social movements for recognition and rights alongside his artistic development as an activist social photographer. Iconic photographs feature protests against police brutality in New York in the 1970s, a Sikh man draped in an American flag after 9/11, and a reenactment of the completion of the transcontinental railroad of 1869 featuring descendants of Chinese railroad workers, and his last photos of community life and struggle during the coronavirus pandemic. Asian American writers, artists, activists, and friends of Lee reflect on his life and career and provide rich historical and cultural context to his photographs, including a foreword from writer Hua Hsu and contributions from artist Ai Weiwei, filmmaker Renée Tajima-Peña, writer Helen Zia, photographer Alan Chin, historian Gordon Chang, playwright David Henry Hwang, and more.Featuring never-before-seen photographs alongside his best-known images, Corky Lee&’s Asian America represents Lee&’s mission to chronicle a history of inclusion, resistance, ethnic pride, and patriotism. This is a remarkable documentation of vital moments in Asian American history and a timely reminder that it&’s also a history that we continue to make.
Cornell University Press, Est. 1869: Our First 150 Years
by Karen M. LaunA history of the first 150 years of Cornell University Press.
Corona und mediale Öffentlichkeiten
by Dennis Gräf Martin HennigDieses Buch bietet einen umfassenden, interdisziplinären Blick auf mediale Erscheinungsformen im Kontext der Corona-Krise und fokussiert in diesem Zusammenhang insbesondere medien- und kommunikationswissenschaftliche, linguistische und philosophische Perspektiven auf die öffentliche Kommunikation zum Themenfeld des Coronavirus. Gerade zu Beginn der Corona-Krise kam es aufgrund der aus der Neuartigkeit des Coronavirus resultierenden Ungewissheit zu signifikanten kommunikativen Störmomenten, deren Rekapitulation und Analyse für eine demokratische Gesellschaft unabdingbar sind. In diesem Sinne forscht dieses Buch nach den kommunikativen Mustern des öffentlichen Sprechens über das Coronavirus in fiktionalen sowie nicht-fiktionalen Formaten.Konkret werden im Rahmen der nicht-fiktionalen Formate TV-Nachrichtensendungen, TV-Talkshows und TV-Dokumentationen, Printnachrichten sowie Social Media-Posts analysiert. Im Rahmen der fiktionalen Formate stehen v.a. Online-Serien im Fokus des Interesses. Die unterschiedlichen, sich aus der Interdisziplinarität des Bandes ergebenden methodischen Zugänge ermöglichen einen breit gefächerten, polyperspektivischen Zugang zur Corona-Kommunikation und lassen gleichwohl (medien-)übergreifende diskursive Muster - als ein signifikantes Ergebnis des Sammelbandes - erkennen.
Coronation Everest
by Jan MorrisMay 29, 1953: Edward Hillary and Tenzing Norgay first reach the summit of Mount Everest, and nearly the Coronation Day for a new Queen, Elizabeth II. Breaking the story was James Morris, special correspondent for The Times, who met the victorious climbers at Camp IV at 20,000 feet. Morris known to millions of readers today as the travel essayist Jan Morris, wrote this account of the Hillary expedition with all the verve and sharp detail for which Jan Morris is famous.
Corpora in Interpreting Studies: East Asian Perspectives (Routledge Studies in East Asian Interpreting)
by Cheung, Edited by Andrew K. FCheung, Liu, Moratto, and their contributors examine how corpora can be effectively harnessed to benefit interpreting practice and research in East Asian settings. In comparison to the achievements made in the field of corpus- based translation studies, the use of corpora in interpreting is not comparable in terms of scope, methods, and agenda. One of the predicaments that hampers this line of inquiry is the lack of systematic corpora to document spoken language. This issue is even more pronounced when dealing with East Asian languages such as Chinese, Japanese, and Korean, which are typologically different from European languages. As language plays a pivotal role in interpreting research, the use of corpora in interpreting within East Asian contexts has its own distinct characteristics as well as methodological constraints and concerns. However, it also generates new insights and findings that can significantly advance this research field. A valuable resource for scholars of scholars focusing on corpus interpreting, particularly those dealing with East Asian languages.
Corporate and Organizational Identities: Integrating Strategy, Marketing, Communication and Organizational Perspective
by Bertrand Moingeon Guillaume SoenenThis edited book is devoted to an issue of increasing importance in management theory and practice-organizational identity. The concept of organizational identity has received attention in many disciplines such as strategic management, marketing, communication and public relations and organization theory. In practice a number of consultancy firms h
Corporate Books: Hochwertige Instrumente der Unternehmenskommunikation (essentials)
by Sonja Ulrike KlugDieser Leitfaden führt durch alle Entwicklungsstadien von Unternehmensbüchern und zeigt, worauf es ankommt. Die Autorin erläutert das spezielle Vorgehen bei der Planung, Realisierung und Vermarktung von Corporate Books als Premium-Instrumenten der Unternehmenskommunikation, damit ihre Vorteile ausgeschöpft werden können. Unternehmensbücher erhöhen den Bekanntheitsgrad, stärken die Markenidentität, dienen als Zugpferd für Kampagnen und unterstreichen den Expertenstatus für ein Thema. Sie können von Konzernen, Mittelständlern, Kleinunternehmern und Solopreneuren gleichermaßen eingesetzt werden. Corporate Books wirken langfristig und beeinflussen die Wahrnehmung eines Unternehmens durch die Öffentlichkeit positiv.
Corporate Books: Hochwertige Instrumente der Unternehmenskommunikation (essentials)
by Sonja Ulrike KlugDieser Leitfaden führt zuverlässig durch alle Entwicklungsstadien von Unternehmensbüchern. Kurz und komprimiert wird aufgezeigt, worauf es bei der Gestaltung und Vermarktung ankommt. Die Autorin erläutert das Vorgehen bei der Planung, Realisierung und Publikation von Corporate Books als Premium-Instrumenten der Unternehmenskommunikation.Unternehmensbücher haben viele Vorteile: Sie erhöhen den Bekanntheitsgrad, stärken die Markenidentität, dienen als Zugpferd für Kampagnen und unterstreichen den Expertenstatus für ein Thema. Sie können von Konzernen, Mittelständlern, Kleinunternehmern und Freiberuflern gleichermaßen eingesetzt werden. Gekonnt positioniert, entfalten Corporate Books ihre Wirkung langfristig und beeinflussen die Wahrnehmung in der Öffentlichkeit positiv.Die aktualisierte 2. Auflage wurde überarbeitet, verbessert und ergänzt.
Corporate Branding: Areas, arenas and approaches
by T C Melewar S F AlwiA strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia;Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C;Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
Corporate Communication
by Joep CornelissenWritten specifically for students interested in knowing more about the organizational and management context of communications, and to get more hands-on learning, practical experience and skills to help them get off to a flying start in their career, this book is a guide to corporate communication that will help students and practitioners navigate the area, understand the main theories and put these into practice through examples and case studies. Academically grounded, it covers the key concepts, principles and models within corporate communication by bringing together academic knowledge and insights from the subject areas of management and communication. At the same time, it combines this academic base with a clear practical outlook - practical cases illustrate the theory and each chapter also focuses on models and exercises that equip students with practical expertise and skills. The international scope of the book, featuring cases from around the globe has been instrumental in its success and has now been used by nearly 20,000 students across over 50 different countries from New York to Helsinki, Tokyo to Rio de Janeiro for students studying Corporate Communication, Organizational Communication, PR and Marketing Communications and as an invaluable source for reflective practitioners. The new fourth edition has been revised and updated with new cases and covers developments is areas such as reputation management, leadership communication and CSR communication. It features: A new chapter on social media and increased coverage of new media in existing chapters New up-to-date material on emerging CSR standards, transnational governance and corporate citizenship Extended focus on media relations, internal communications and leadership and change communication New full-length and shorter international case studies Enhanced companion website material including new case studies and video material available on publication at www.sagepub.co.uk/cornelissen4e
Corporate Communication: A Guide to Theory and Practice
by Joep P. CornelissenThis popular, market-leading textbook for corporate communication continues to be the authoritative and definitive textbook for students and educators. The text has been fully updated to include: • changes to the workplace in light of the Covid-19 pandemic and its impacts on employee communication via platforms such as Zoom and Microsoft Teams • the ongoing impacts of digital disruption and transformation on corporate communication at the advent of the ‘metaverse’ and alongside consideration of popular newer social media such as TikTok • the increasing focus on sustainability and the United Nations’ Sustainable Development Goals (SDGs); societal impact, purpose and corporate social responsibility; and the importance of social justice and inclusion within organizations and how these relate to organizational communication New case studies include Black Lives Matter (Starbucks); surveillance capitalism (Facebook); diversity and inclusion (Microsoft); and hybrid working (British Airways). This textbook is essential reading for communication courses including: corporate communication; organizational communication; management communication; strategic communication; and public relations. Joep Cornelissen is Professor of Corporate Communication and Management at Rotterdam School of Management, Erasmus University.
Corporate Communication: A Guide to Theory and Practice
by Joep P. CornelissenThis popular, market-leading textbook for corporate communication continues to be the authoritative and definitive textbook for students and educators. The text has been fully updated to include: • changes to the workplace in light of the Covid-19 pandemic and its impacts on employee communication via platforms such as Zoom and Microsoft Teams • the ongoing impacts of digital disruption and transformation on corporate communication at the advent of the ‘metaverse’ and alongside consideration of popular newer social media such as TikTok • the increasing focus on sustainability and the United Nations’ Sustainable Development Goals (SDGs); societal impact, purpose and corporate social responsibility; and the importance of social justice and inclusion within organizations and how these relate to organizational communication New case studies include Black Lives Matter (Starbucks); surveillance capitalism (Facebook); diversity and inclusion (Microsoft); and hybrid working (British Airways). This textbook is essential reading for communication courses including: corporate communication; organizational communication; management communication; strategic communication; and public relations. Joep Cornelissen is Professor of Corporate Communication and Management at Rotterdam School of Management, Erasmus University.
Corporate Communication: A Guide to Theory and Practice
by Professor Joep P. CornelissenThe Sixth Edition of Corporate Communication: A Guide to Theory and Practice? continues to be the market leading text in its field, having been fully revised by the author to reflect new trends and developments in social media and to capture emergent topics such as CEO activism and corporate character and purpose. New to This Edition: A revised chapter on comm's in the rapidly changing media landscape, incorporating new technologies and social media. Deeper coverage of key topics such as employee, crisis, and leadership communication alongside sustainability. New case studies with reflective questions to highlight the broad application of corporate communications. Corporations featured include: Apple, Facebook, Gilette, Lenovo and Nestlé. Corporate Communication is essential reading for students studying Corporate Communication, Organizational Communication, Strategic Communication, PR and Marketing Communications, as well as a valuable resource for reflective practitioners. It continues to be supported by comprehensive and fully updated online resources.
Corporate Communication: A Guide to Theory and Practice
by Professor Joep P. CornelissenThe Sixth Edition of Corporate Communication: A Guide to Theory and Practice? continues to be the market leading text in its field, having been fully revised by the author to reflect new trends and developments in social media and to capture emergent topics such as CEO activism and corporate character and purpose. New to This Edition: A revised chapter on comm's in the rapidly changing media landscape, incorporating new technologies and social media. Deeper coverage of key topics such as employee, crisis, and leadership communication alongside sustainability. New case studies with reflective questions to highlight the broad application of corporate communications. Corporations featured include: Apple, Facebook, Gilette, Lenovo and Nestlé. Corporate Communication is essential reading for students studying Corporate Communication, Organizational Communication, Strategic Communication, PR and Marketing Communications, as well as a valuable resource for reflective practitioners. It continues to be supported by comprehensive and fully updated online resources.
Corporate Communication: Principles and Practice
by Jaishri JethwaneyA comprehensive and engaging textbook that helps in understanding the underlying concepts and real-life strategies of communication in modern day corporate set-ups. A non-exhaustive list of the functions of corporate communication involves identifying and segmenting stakeholders, promoting brand positioning, selecting appropriate channels of internal and external communication, and managing crisis and reputation, among others. This second revised edition of Corporate Communications: Principles and Practice - a well-accepted textbook designed for the students of mass communication, public relations and journalism - offers a fresh perspective into all basic and critical aspects of corporate communication. It incorporates the latest changes in governmental policies and industry trends in the country to aid students relate to the contemporary environment and become industry-ready. Key Features: Incorporates the changes brought about by Companies Act 2013 (CSR practices), tax reforms by Government of India (GST in place of multiple indirect tax structure) and others Includes citations from Encyclopedia on Corporate Reputation for global perspectives on issues. New global and Indian case studies with points for discussion and analytical inputs
Corporate Communication: Concepts and Practice
by Jaishri JethwaneyCorporate Communication: Concepts and Practice—a comprehensive and engaging textbook—helps in understanding the underlying concepts and real-life strategies of communication in modern-day corporate set-ups. One of the youngest management disciplines, corporate communication is used by companies to position themselves to the outside world in a highly competitive business environment and to build a “sense of being,” on the one hand, and creating a feeling of pride in being associated with the company for various stakeholders, especially the employees and investors. Some of the functions of corporate communication include identifying and segmenting stakeholders, articulating brand positioning, selecting appropriate channels of internal and external communication, and managing crises, conflicts, and reputations, among others. This revised edition offers a fresh perspective into all basic and critical aspects of corporate communication and incorporates the latest changes in governmental policies and industry trends to aid students adapt to the contemporary business environment and become industry-ready. This book will be of great interest to students and researchers working in the areas of corporate communication, organizational communication, journalism, mass communication, communication studies, public relations, and human resource management.
Corporate Communication: An International and Management Perspective (Routledge Communication Ser.)
by Otto LerbingerProvides an international and management perspective on the field of corporate communication Corporate communication plays an important role in higher-level management to help build and preserve a company’s reputation. This intangible yet valuable asset determines the net worth of a company and affects the success of its operations. Corporate Communication: An International and Management Perspective introduces readers to the broad environment of the modern extended organization and provides an understanding of the globalization process. It describes how economic, political, and cultural features of a country affect company decisions and communication and discusses various communication disciplines and practices that are employed in programs and campaigns. This book addresses the key management issues of sustainability and technology and innovation. It also emphasizes the importance of why corporate communication must be seen as a management function and not restricted to a communication process. Presented in five parts, Corporate Communication offers comprehensive chapters covering: The Domain of Corporate Communication; Strategic Application of Communication Practices; International Perspective; Key Management Issues of Sustainability and Technology; and Corporate Communication Contribution to Management. The foundation of Corporate Communication is public relations but also included is the entire range of communication practices and the contribution to management decision making. Conceptualizes corporate communication as a strategic management function which helps management recognize, adjust to, and construct policy related to global issues Emphasizes the critical role that corporate communication plays in making corporate decisions and behaviors more socially responsible and sustainable Demonstrates how corporate communication draws on public affairs, marketing and social media in its strategic planning Emphasizes the critical importance of relationships to corporations and their effect on reputation Provides numerous examples of cases of global problems and how corporations have responded to them Corporate Communication is intended for upper-level undergraduate and graduate students in schools of communication and schools of business and management who want to extend their competence to the global arena and to combine the various communication practices to design strategic programs and campaigns. Course titles include corporate communication, international public relations, corporate public affairs, global marketing communication, global corporate communication, and social media.