Index

Italic page numbers refer to examples of posters, advertisements, and quotes.

A

Abbott, David 91

advertising 68–71

business to business/trade 71, 75

case study 97–99

compared with direct marketing 71

conceptual 69, 71

copywriters’ interviews 87–91

and development of creative ideas 73–75, 80–81, 82

editing copy 75, 79, 94

focusing on core message 72

getting pitch right 71–72

guerrilla 71

main types 74

online 71, 209, see also blogs; e-mail marketing; websites

product specific 75

recruitment 71, 75

service specific 75

and target audience 77–78

and tone of voice 79

see also direct mail; direct marketing

AirTran Airways 58

Allen, Robert G.: quoted 119

Alzheimer’s Association: ads 74, 86, 88

American Medical Association: newsletter (AMA Voice) 142, 143, 144

Amnesty International (case study) 97–99

AON Commercial Services: web page 211

Argos (case study) 190–4

Asbury, Nick (Asbury & Asbury) 226–7

Australia Post: “Send a letter” campaign poster 17

Awdry, Will (Ogilvy): interview 89–91

B

benefit-led selling 15, 30–1, 33, 34, 75, 76, 92, 117, 119, 166

Bernbach, Bill: quoted 12, 25

Bezos, Jeff: quoted 114

Birkett, David (Envirotech Waste Services) 65

Blackberry users 209

BLDGBLOG web page 215

blogs 12, 78–9, 209, 214, 215, 217

amateur vs official 214, 216

and hyperlinks 220

writing for 218, 219 20

see also Twitter

body copy 19, 33, 60, 79

BOGOF 105, 107

Boots

company magazine 150

Expert range ad 76

Scents & Sensuality catalog 174, 175, 184

Boston, Mark (TTA) 196–7

brainstorming 82, see idea generation

brand dictionary 20, 23

brand matrix 105, 120

brands and branding 7, 8, 11, 40–67

bad names 58

case studies 64–7

checking availability of names 50, 63, 120

copywriters’ interviews 44–9

creating names 41–2, 50, 58, 62

foreign names 57

hierarchies 55

and language 40, 41, 50, 53

rebranding/renaming 41, 50, 58

and tone of voice 20, 50, 53–4, 55, 60, 62, 114

brevity

in in-store messages 113, 114

online 202, 204, 206, 207, 210, 216, 218, 220

see also editing copy

briefs 25, 26

catalog 180

checklists 27, 37

essential elements 25

and first drafts 28, 33, 35, 37, 61

magazine and newsletter 133

presentation to client 36–8

and sign-offs 26, 35, 36, 37–8

website 202, 206–7

British Airways: newsletter 135

Broad Stripe Butchers’ website: case study 222–3

brochures 50, 54, 165

planning 57, 61

Burnett, Leo: quoted 28, 35, 69, 148

Burns, Peter: Top 100 Internet Mistakes... (quoted) 202

C

car advertising 20, 34, 69, 70

case studies

advertising and direct marketing 97–101

branding 64–7

catalogs 190–4, 196–7

digital media/websites 222–5

magazines and newsletters 158–63

retailing 124–9

catalogs 164–97

briefs 180

case studies 190–94, 196–7

copywriters’ interviews 173–4, 176

core requirements of copy 184

covers 168–9, 182, 184

in-store retail 168, 177

main types 178

online 188–9

putting together 184–8

tone of voice 181–2, 184

understanding and interacting with readers 177–8, 181, 184, 185

character profiles 73, 74

Cheney, Theodore: Getting the Words Right (quoted) 165

Churchill, Sir Winston: quoted 89

Clever Wally’s direct marketing 75, 84–5, 94

clients (stakeholders) 39, 54

and briefs 25, 26, 28, 33, 35, 36–8

and catalog copy 165, 167

communication

and brand language 50, 53–4

keep it simple 21, 54

as key to good copywriting 10, 11, 12, 89

marketing 54

and retailing 103–5, 119 21, 122

see also tone of voice

company magazines see magazines and

newsletters, company

conceptual advertising 69, 71

conceptualizing 33

confidentiality 169

Consignia 58

Cool Hunting: blog 217

copy 11

core messages 25, 27, 38, 50, 53, 57, 72, 75

Creative Review magazine 75

blog (case study) 226–9

creativity 11, 12, 13, 26, 33, 57, 61

early stages 73–5

and environment 25–6

six angles 80–1

customer journeys, in-store 104, 109, 113–9

D

Daily Candy (case study) 224–5

Damasio, Antonio 89

D&AD Writing for Advertising Course 89

Datsun 58

DDB (advertising agency) 87–8

deadlines 26, 57

Department of Transport: “Think!” campaign ad 32

DeRuiter, Geraldine: blogs 217

designers 21–2, 60, 69, 82

Different Kettle (agency) 97, 99

digital media writing 8, 134, 198–9

case studies 222–5

interviews 208–13

see also blogs; e-mail marketing; Internet; websites

direct mail 71, 81

copy 82, 92

covering letters 83

format and typography 94, 101

and mailing lists 82, 93

target audience 94

and variable data printing 94

direct marketing 68, 75, 82, 84–5

case study 100–1

compared with advertising 71

editing copy 94

and relationship marketing 93–4

see also direct mail

Dove: “Campaign for real beauty” 90, 90

E

Economist: ads 12, 80, 91

editing copy

advertisements and direct marketing 75, 79, 94

first drafts 33, 35

magazines and newsletters 138

retail products 114

websites 206, 207 Eisner, Michael (Disney): quoted 57

Elmwood (agency) 65

e-mail marketing 12, 71, 134, 214, 216

emotion: in advertising copy 89–90

Energy Savings Trust: web page 201

environment, creativity and 25–6

Everywhereist: blog 217

F

Facebook 78, 198, 216, 218, 220

Fairacre Farms: signage 117, 119

Fairmont Hotels: customer magazine 140–1

Fat Face: catalog 185

Flickr 219

focus groups 50

Fortune Cookie company: web page 212

FUD 80

G

GAP 58

Germain, Dan (Innocent Drinks): interview 110–12

gimmicks 81

Godin, Seth: All Marketers Are Liars (quoted) 214

Google 25, 47, 190, 210, 213

Chrome ad 51

Gracián, Baltasar: quoted 207

grammar 21

Graphical User Interface (GUI) 209

graphic design 12

and brand identity 41, 63

direct mail 94, 101

typography 21–2, 37

Greenpeace advert 72, 73

Gribbin, George: quoted 13, 28, 71

Guinness 44

H

Haji-Ioannou, Stelios (easyGroup): quoted 54

Half Price Books 108, 109

headlines 19, 33, 37, 57

hero products 185, 187

Holmes, Nick (Different Kettle) 97, 99

Horberry, Roger (Elmwood) 64–5

Howies: catalog 170–1

Huffington Post 79

humour 13, 56, 65, 80, 214

Hyland, Angus 46

I

idea generation 22, 29, 33, 82

Igor International 47, 49

ILA cosmetics range 44, 45, 46

Innocent Drinks: packaging 81, 110, 111, 112

Institute of Practitioners in Advertising 89

interest, creation of 91

internal communications 154, 156

Internet 198, 199

banner ads 71, 209

online catalogs 188–9

online magazines and newsletters 134

search engines/search terms 210, 213, see also Google

see also blogs; e-mail marketing; websites

interviews

advertising copywriters 87–91

brand naming copywriters 44–9

catalog copywriters 173–4, 176

digital media providers 208–13

magazine and newsletter editors 142–7

retail copywriters 108–12

intrigue 16, 81, 92, 169, 206

iPhone users 209

iPod users 209

J

jargon 20, 55, 138, 154, 209

junk mail 71

Jupiter Design 174, 222–3

K

KFC 58

Kisor, Conan (American Medical Association): interview 142, 144

Klein, Naomi: No Logo (quoted) 199, 216

Klosterman, Chuck: quoted 139

Kodak One magazine (case study) 162–3

Krug, Steve: Don’t Make Me Think 210

Kyrillos, Dannielle (Daily Candy) 224–5

L

Lagerfeld, Karl 37

Land Rover Onelife magazine (case study) 158–61

Language in Common: blog 29

Larwood, Christa (Land Rover Onelife) 158–9

leaflets see brochures

Legal & General web page 200

Leighton, Allan 58

Levy, Danni 225

Lewis, Herschell Gordon: quote 184

LinkedIn 78

links, digital media 202, 210, 214, 220

Liquid Agency, San Jose 7, 58, 66–7

list brokers/buying 82

Loseley icecream: packaging 118

loyalty campaigns 93, 107

Lush Cosmetics: magazine (Lush Times) 145, 146–7

M

McCartney, Sarah (Lush Times): interview 145

McKenzie Childs: catalog 183

McLuhan, Marshall: quoted 131

magazines and newsletters, company 130–1

briefs 133

case studies 158 63

competitions, letters and editorials 154

content 131, 148, 151, 155

editing 138

editors’ interviews 142–7

internal 154, 156

magazine creation and writing 136–9

maintaining consistency 139

news articles and interviews 151–3, 157

newsletter creation and writing 134, 136, 139

online 134

picture captions 153

tone of voice 139

mailer lists 82, 93

Manning, Steve (Igor International): interview 47–9

Mathews, Meredith (Half Price Books): interview 109

Maugham, William Somerset: quoted 91

MemoMind Pharama (case study) 100–1

messaging 8

Meteorological Office brochure 132

Method Home Products (case study) 124–5

Metropolitan Police: ad 36

microblogging see Twitter

Milligan, Lorna (Broad Stripe Butchers) 222–3

mission statements 54, 55

mobile phones 32, 75, 199, 209, 219

Motley Fool: web page 207

Muccino, Alfredo (Liquid Agency) 66–7

mystery see intrigue

N

Neumeier, Marty (Liquid Agency) 58

newsletters see magazines and newsletters, company

NHS: “Clean your hands” campaign poster 14

Nielsen, Jacob 210

Nissan 58

Nokia: 6300 model ad 75

O

Ogilvy, David

quoted 11, 15, 33, 37, 50, 72, 74

Rolls Royce ad (1950s) 34

Olive Media Products (case study) 66–7

Online Publishers Association (US) 219

Orwell, George: quoted 69

P

packaging 81, 110, 111, 112, 118, 119–21, 122

Palümba: catalog 179

Patagonia: catalog 172, 173

Pearson Education: employee magazine 149

Penguin Books 81

Pentagram 44, 46

personality

in digital media writing 214

see also tone of voice

Porsche: Cayman ad 69, 70

posters

Australia Post: “Send a letter” campaign 17

NHS: “Clean your hands” campaign 14

San Jose Music Festival 43

Powergenitalia 58

Preston, Donna (Kodak One magazine) 162–3

Pret A Manger (case study) 126–7, 128, 129

products, in-store

naming 120–1, 123

see also brands and branding; packaging

profiling audiences 13, 15, 21, 22, 23, 33, 77–9

promotions 81, 104, 105, 106–7, 115, 119

punctuation 21, 138

puns 13, 23, 136, 213

R

radio advertising 81

readers, understanding and interacting with 60, 177–8, 181, 184, 185

Reeves, Rosser: quoted 21, 94

relationship marketing 93–4

Renault Scenic 50

repetition, avoiding 35, 138, 165, 174, 176, 178, 207

research 11, 25, 44

into brand names 50

and digital media writing 202, 203, 206

for magazines and newsletters 131, 136, 148, 157

and marketing 54

retailing 101–29

case studies 124–9

copywriters’ interviews 108–12

customer journeys 104, 109, 113–9

in store messages 103–5

products 117, 118, 119–22

promotions 104, 105, 106–7, 115, 119

signage 104, 105, 109, 114, 115, 116

Ritual Coffee: ad 56

Rockefeller, John D.: quoted 119

Rolls Royce: ad (1950s) 34

Romeo Empire Design 209

Royal Bank of Scotland 75

Royal Mail 58

Ruggie, Diane (DDB): interview 87–8

Rushworth, John 44

Russell, John (Harley Davidson): quoted 41

RV (recreational vehicle) ads 30, 31

Ryan, Eric (Method Home Products) 124–5

S

Safari browser 209

San Jose Music Festival poster 43

Sands, Jonathan (Elmwood) 65

Santus, Mark (Romeo Empire Design): interview 209

Sawyer, Robert: Kiss and Sell (quoted) 165

Schultz, Howard (Starbucks): quoted 104

search engine optimization (SEO) 213, 220

search engines 210, see also Google

search-friendly copy 199, 210, 213

Serious Waste Management (case study) 64–5

Shiller, Professor Robert: quoted 53

shops see retailing

signage see under retailing

sign-offs 26, 35, 36, 37–8

Simmons, John: interview 44–6

simplicity, importance of 21, 54

Sinclair, Mark (Creative Review) 227

Sliver vodka 48, 49

Smart cars 20

smartphones 199, 209

social media/social networking sites 78–9, 198, 214, 216, 218, 219

see also blogs

Sophocles: quoted 204

Spa Ritual: packaging 122

spam 71

spelling 21

stakeholder mapping 156

stakeholders see clients

Stanley, Vincent (Patagonia): interview 173

Stella Artois: adverts 81

Sticky Content (agency) 210, 213

store cards 106

stores see retailing

supermarkets 105

T

Talgo, Scott: quoted 41

target audiences 13, 15–16, 27, 38

for advertising and direct marketing 72, 73, 78, 94

see also profiling audiences

telemarketing 71

Territory Ahead, The (TTA) (case study) 196–7

Tetlow, Kate (Jupiter Design): interview 174, 176

tone of voice 15, 16, 18, 20, 21, 23, 103

and advertising 79

in catalogs 165, 181–2

and digital media 216, 218

marketing brands 20, 50, 53–4, 55, 60

of target audience 78

retailing and products 104, 114, 119–20

toolboxes, expanding 29

Toole, Catherine (Sticky Content): interview 210, 213

trade catalogs165, see catalogs

trademarks, checking 50, 63, 120

Twitter 78, 79, 198, 216, 218, 219, 220

typesetting: and copy presentation 37

typography 21–2, 37, 50

direct mail 94, 101

U

Unique Selling Points (USPs) 27, 28, 38, 181

V

value-pricing systems 113

variable data printing 94

VegNews magazine: ad 52

video blogging 219

W

Waterstones: staff reviews 91

Weather Channel, The: website 208, 209

websites 71, 199

briefs 202, 206–7

case studies 222–5

designers 213

editing copy 206, 207

examples 200, 201, 207, 208, 211, 212

first drafts 207

home/landing pages 210

importance of links and options 202, 210, 214

importance of personality 214

planning content 202–5

search-friendly copy 199, 210, 213

and tagging 210, 213

Wexler, Steve (MemoMind Pharma) 100–1

Wickes: catalog 166

Wilde, Stuart: quoted 120

Wishes: tone-of-voice guide 103

witticisms 13, 23, 80, see also puns

word banks 20, 23, 55, 154

word-processed documents 37

Wurman, Richard Saul: Information Anxiety 65

Y

Yang, Jerry (Yahoo): quoted 42

Yeomans, Sunita (Argos): interview 190, 192

YO! Sushi: “Ready, steady, yo!” campaign 59

Young, James Webb: A Technique for Producing Ideas 88

YouTube 198, 214, 219