The Idea Writers: Copywriting in a New Media and Marketing Era (Advertising Age)
- ISBN13: 9780230613881
- Condition: New
- Notes: BRAND NEW FROM PUBLISHER! BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed
A must read for any copywriter and anyone looking to understand the new realities of the brand creativity business.A memorable slogan has been the cornerstone of every great ad campaign. In the past, writing one great headline could launch a career. But today’s advertising campaigns are interactive, multi-platform and ongoing, and the copywriter’s canvas is vast. At any given time, a copywriter may be conceiving a video game, writing a TV show, maintaining a Twitter feed, creating a mobile app or an interactive installation or, yes, writing a headline or a TV script.While the best copywriters have always been brand storytellers, now that story can play out anywhere. The digital revolution put control in the hands of the people – the audience – now no longer just consumers, but active participants in a brand’s story.The art and science of advertising has gone from creating one-way messages to engaging audiences in ongoing conversations.A new ad landscape means new opportunitie
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