9780071410939 - The Art of Writing Advertising

The Art of Writing Advertising

  • UitgeverijMcgraw-Hill Education - Europe
  • Jaar-

'The Art of Writing Advertising' by Denis Higgins is a seminal work that delves deep into the intricacies of crafting compelling advertising copy. This book serves as a comprehensive guide for both novice and seasoned copywriters, offering invaluable insights into the art and science of advertising. Higgins meticulously explores the fundamental principles of effective advertising, emphasizing the importance of understanding the target audience, the power of persuasive language, and the strategic use of media channels. Through a series of detailed case studies and examples, the book illustrates how to create advertisements that not only capture attention but also drive action. Higgins' expertise shines through as he discusses the evolution of advertising techniques, the impact of digital media, and the future of advertising in a rapidly changing world. This book is an essential resource for anyone looking to master the craft of writing advertisements that resonate with audiences and achieve measurable results.

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€9.95
GOED
Auteur Denis Higgins
ISBN 9780071410939
Taal en
Bindwijze Paperback
Tags advertising copywriting Denis Higgins marketing digital media

Denis Higgins' 'The Art of Writing Advertising' is a masterclass in the craft of advertising copywriting, offering a blend of theoretical knowledge and practical advice that is both enlightening and actionable. The book's strength lies in its comprehensive coverage of the subject, from the basics of understanding consumer psychology to the nuances of crafting messages that convert. Higgins' writing is clear and engaging, making complex concepts accessible to readers of all levels. One of the standout features of the book is its use of real-world examples, which not only illustrate key points but also inspire creativity. However, some readers may find the book's focus on traditional advertising techniques somewhat limiting in the context of today's digital-first landscape. Despite this, 'The Art of Writing Advertising' remains a valuable resource for anyone looking to improve their copywriting skills, offering timeless principles that can be adapted to modern advertising challenges.

In 'The Art of Writing Advertising,' Denis Higgins provides an exhaustive exploration of the principles and practices that underpin successful advertising. The book begins by laying the groundwork with a discussion on the importance of understanding the audience and the psychological triggers that influence consumer behavior. Higgins then delves into the art of crafting persuasive messages, highlighting the role of language, tone, and storytelling in creating compelling advertisements. The narrative is enriched with case studies that showcase successful campaigns, offering readers a behind-the-scenes look at the strategies that drove their success. As the book progresses, Higgins addresses the challenges and opportunities presented by digital media, providing insights into how traditional advertising principles can be adapted for the online world. Concluding with a forward-looking perspective, 'The Art of Writing Advertising' not only equips readers with the tools to create effective advertisements but also encourages them to think critically about the future of advertising in an ever-evolving media landscape.