Behind the manipulation : (Record no. 124)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02912nam a22003017a 4500 |
| 001 - CONTROL NUMBER | |
| control field | ocn953448217 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180327151814.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION | |
| fixed length control field | a||||gr|||| 00| 0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | ta |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180327b 2015caua||||rb||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781631893988 (pbk) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781631893995 (br) |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (OCoLC)953448217 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | TEFOD |
| Transcribing agency | TEFOD |
| Modifying agency | TEFOD |
| Description conventions | rda |
| 050 04 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5825 |
| Item number | .B271 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Relator term | author. |
| Personal name | Barre, William, |
| 245 10 - TITLE STATEMENT | |
| Title | Behind the manipulation : |
| Remainder of title | the art of advertising copywriting / |
| Statement of responsibility, etc | William Barre. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | First edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | [San Diego] : |
| Name of publisher, distributor, etc | Cognella, Inc., |
| Date of publication, distribution, etc | c2015 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 200 pages ; |
| Dimensions | 27 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Setting the stage -- Chapter one: The basics -- Chapter two: The advent of modern American consumerism: book one of the advertising bible -- Chapter three: Strategic theory: book two of the advertising bible -- Bringing the strategy to life: creative execution -- Chapter four: How to be a creative copywriter -- Chapter five: Wordsmithing in print -- Chapter six: Wordsmithing in radio -- Chapter seven: Wordsmithing in TV -- Chapter eight: Wordsmithing out-of-home -- Chapter nine: Wordsmithing on the Internet -- Chapter ten: How to do campaigns -- Making a living -- Chapter eleven: Career advise -- Chapter twelve -- Building your portfolio and finding a job -- Putting all together -- Chapter thirteen: Working with the creative briefs -- Chapter fourteen -- The creative briefs -- Chapter fifteen: Odds and ends -- Epilogue -- Resources -- Appendix -- Selected bibliography -- Image credits. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Behind the Manipulation: The Art of Advertising Copywriting reveals the secrets behind the manipulation that is inherent in all brand advertising. It offers readers a step-by-step guide to writing brand advertising for all media, including social media. Readers learn about the history of brand advertising and its role in marketing, as well as the three major strategic theories of brand advertising. They learn how to think creatively and develop their own unique voices for campaigns. The book demonstrates the vital importance of visual thinking in brand advertising and the craft of writing headlines and body copy that support those visuals.Each chapter is rich with full-color advertising examples and includes limbering up exercises that enable readers to put the book's principles into practice. The core chapters teach readers how to create individual ads and commercials, and how to combine them into full, multi-media branding campaigns. The book culminates with twelve creative briefs that readers can use as a starting point in creating campaigns for their own portfolios, which are essential to getting any job as a copywriter. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising copy. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Copy writers |
| General subdivision | Vocational guidance |
| Geographic subdivision | United States. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Non-fiction | URBE Library | URBE Library | General Stacks | 03/27/2018 | Purchase | HF5825 .B271 2015 Copy 1 | 0017 | 04/29/2020 | 1 | 03/27/2018 | Books | |||||
| Library of Congress Classification | Non-fiction | URBE Library | URBE Library | General Stacks | 03/27/2018 | Purchase | HF5825 .B271 2015 Copy 2 | 0018 | 04/29/2020 | 2 | 03/27/2018 | Books |