Sign in with Facebook
Loading...
26th out of 28 books
—
2 voters
The Idea Writers: Copywriting in a New Media and Marketing Era
This book is 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 v...more
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 v...more
ebook, 224 pages
Published
December 7th 2010
by Palgrave Macmillan
Friend Reviews
To see what your friends thought of this book,
please sign up.
Community Reviews
(showing
1-30
of
319)
A bit more of a how-to manual than I expected, but contains some great copy ideas and examples of how writers can make themselves central to integrated marketing campaigns.
I picked this book up to help me get an understanding of copywriting since I just picked a freelance gig up and have no background in marketing. Iezzi's prose is clear and down-to-earth, but I often felt like two flaws were in conflict with each other--(1) Her examples and references were repetitive (2) She sometimes referenced ads and marketing schemes like I should know what they were and I didn't. To reiterate: sometimes I was bored by repetition and other times she didn't seem to explain or...more
It doesn't say "Copywriter" on my business card but I write copy everyday, primarily for new media. While this book doesn't provide any traditional "how-to," the campaigns that were highlighted and dissected immediately made me think differently about the projects I was working on and more importantly it has helped me communicate better with my team and clients to expand their thinking. The author recommends other books in the notes section — many of which I've read or own — which has lead me to...more
This was assigned reading for a class, but it was worth the read. It's a bit rudimentary at times, and sometimes repetitive, but I think it points to important shifts in the media and advertising agency. I think a lot of these shifts are relatively obvious for those of us on the younger end of the spectrum - it's just the way it is - but knowing the history is very enlightening and helpful. I've since recommended it to a couple friends working in ad agencies who are facing this challenge first-h...more
I found the title attractive enough. It sounded like Mad Men circa 2012. And it largely was. But after a hundred pages or so it all began to sound the same. I hate to say this since I have spent a good part of my life engrossed in it, but advertising is boring. And this is a book about how that advertising is created.
Now if you have never indulged, then this might be a good read. But if you have read this type of book in the past, you might get a sense of deja vu. I know I did.
Try Jonah Lehrer'...more
Now if you have never indulged, then this might be a good read. But if you have read this type of book in the past, you might get a sense of deja vu. I know I did.
Try Jonah Lehrer'...more
Super great introduction to what it means to be a "copywriter" in modern advertising, and a nice survey of the history of advertising. Should be required reading for anyone considering getting into the biz. Swears a little bit, which is nice. Has some good trivia from the past greats that I did not know.
Five stars might be a bit steep, it's not A Farewell to Arms, but I gave it such a high rating because it's necessary reading for anybody who is a creative in advertising - young or old, writer, art director or otherwise.
In order to survive in the consumer control era, you have to think in terms of relationships, and not simply a megaphone (tv, print). Encourage conversations. Think outside the box.
Mar 06, 2012
Sunoak Cheong
added it
디지털 시대에 마케터로서 갖추어야할 역량과 조직에 대한 영감 제공
Made me excited and grateful and raging jealous. Excited to be a copywriter when there is so much opportunity, grateful we get to hang out with ad people (iezzi and those she quotes are witty and straightforward) and jealous of the brilliance that writers are capable of producing.
Jan 10, 2011
Brendan Rohan
is currently reading it
I need to read this one. Hopefully it contains the knowledge I need to kick start my career.
I work in marketing as part of a creative team, and this is just one of those books that I found myself underlining something on every other page. Great practical use of examples from real creative campaign challenges, and one of the first books I've read that is recent enough to understand the power of new social and viral tools for messaging. Also a great read for anyone interested in behind-the-scenes stories of the creation of landmark new media campaigns like the BK "subservient chicken" or...more
광고 대신, 비즈니스 발명 사업
제품 광고 대신, 사람/사회와의 소통을 통한 공존
un libro que todos los interesados en la industria creativa deberían leer, abre el panorama de la nueva realidad publicitaria, la revolución digital los nuevos medios, ademas de las historias detrás de algunas de la campañas más innovadoras y creativas de los últimos tiempos. y es que la buena publicidad siempre esa contra una historia, lo que cambio es que ahora esa historia puede estar en cualquier lugar o plataforma.
5 stars not because it is mind blowing but
necessary for creatives.
May 19, 2013
Mahbuba Kanij
marked it as to-read
May 18, 2013
Erick
marked it as to-read
May 13, 2013
Chris
is currently reading it
May 10, 2013
Leanna Wachniak
marked it as to-read
May 07, 2013
Brittany
marked it as to-read
Apr 29, 2013
Syreeta
marked it as to-read
Apr 24, 2013
Katrina
is currently reading it
Apr 20, 2013
Nishat Farhat
marked it as to-read
Apr 20, 2013
Stacey
marked it as to-read
Apr 19, 2013
Elena Simovski
marked it as to-read
Apr 17, 2013
Letícia
is currently reading it
Apr 16, 2013
Camille Mann
marked it as to-read
There are no discussion topics on this book yet.
Be the first to start one »
Jul 25, 2012 07:14pm