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Knowing your audience

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

...This agency knows their customers very well. To promote the latest manifestation of Resident Evil, a loving and caring mother is replaced by a sinister image of an evil-looking ghoul. Perfectly shocking material for an audience of young...

Introduction

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

...The role of copywriters Copywriters are the people employed to supply the text – otherwise known as copy – that accompanies the imagery in advertisements. But hang on, that’s a bit bland. I think I’m underselling our services and that just...

Advertising around the world

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

...As a bank with a global presence HSBC benefited from a thought-provoking and far-reaching campaign which emphasised local differences rather than pretending that one size fits all in the world of international finance and commerce.Client...

Rules and restrictions

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

...The first advertising code was drawn up in 1961, and in 1962 the ASA was born. Before then the advertising industry was free to make some outrageous claims as its work went largely unchallenged.Ah, the good old days of advertising when you...

Creating effective copy

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

...A fine example of keeping your creative message simple yet striking, which is particularly appropriate for a product which prides itself on its simple, natural qualities. The ads for Innocent Smoothies emphasise the purity of natural...

Interactive Channels

Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

eBook

...Executive Producer Kip VoytekProducer Shawn NatkoCopywriter Jason MarksArt Director Winston ThomasSenior Designer Nathan IversonDesigner/Developer Andrew HsuFlash Designers David Morrow, Patrick KalyanapuSenior Engineers John Jones, Chuck...

Mastering the language

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

...A delightfully original campaign from Colman’s mustard that doesn’t pull its punches when it comes to promoting their product to the meat-eaters who make up their target audience. The agency has even coined a new word that combines ‘meaty...

Brochures and Other Long Forms

Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

eBook

...Some products and companies need more than 30 seconds or a full-page ad to convey their messages. Complex content can be delivered in brochures and other collateral literature. These media commonly share an emphasis on content—in a format...

Understanding your product

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

...This specialised business-to-business campaign on behalf of the Kiln reinsurance group – informing their international broker and risk management clients about their worldwide office expansion – benefits from an unexpected visual metaphor...

Advertising on the Web

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company. Author affiliation details are correct at time of print publication.

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Basics Marketing 02: Online Marketing

AVA Publishing SA, 2011

eBook

...Offline advertising for online productsAs this eye-catching magazine advert for Yahoo! demonstrates, sometimes the best way to generate traffic for an online product is to advertise it offline. This is because the Web is typified by its...