Index

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

A

advertising 37–48

case studies 63–7

compared with direct marketing 39

hard-working direct response 42

high-profile brand awareness 42

pitching it right 39–40

advertising copywriters, interviews 53–7

Allen, Robert G., quotable quotes 85

Alzheimers Association, advert 52, 54

American Medical Association, newsletter 139

Amnesty International, case study 63–5

AON Commercial Services, web page 171

Argos, case study 124–5

audience profile, defining and targeting 10–14, 23, 25, 34, 45

Australia Post; send a letter campaign, poster 15

Awdry, Will (Ogilvy), interview 55–7

B

benefit-led selling 13, 28–9, 31, 42, 44, 58

Bernbach, Bill, quotable quotes 10, 23

Bezos, Jeff, quotable quotes 80

Birkett, David (Envirotech Waste Services) 207

BLDGBLOG, web page 175

body copy, bedrock basic 45, 55–6

Boots,

company magazine 146

Expert range advert 44

Scents and Sensuality catalog 107

brands,

building 76, 86–8, 89

copywriters’ interviews 186–91

dictionary 18, 197, 200

emphasis on 9

high-profile brand awareness 42

names 183–4, 192, 204

naming case studies 206–9

posters 185

tone of voice 183, 186–8, 195–6, 204

writing for 182–209

Boston, Mark (TTA) 122–3

brevity 31, 80

briefs,

checklist 25

editing 31

first draft 26–30

handling a brief 23–35

presentation 33–4

British Airways, newsletter 131

Broad Stripe Butchers’ website, case study 178–9

Burnett, Leo, quotable quotes 26, 31, 37, 147

Burns, Peter (The Top 100 Internet Mistakes ... ), quotable quotes 162

C

car advertising 38

case studies,

advertising and direct marketing 63–7

branding 206–9

catalogs 122–5

digital media 178–81

magazines and newsletters 152–7

retailing 90–5

catalogs 96–125

case studies 122–5

copywriters’ interviews 104–8

online catalogs 120

putting it together 116–21

understanding and relating to readers 109–13

character profiles 41–2, 45

Cheney, Theodore (Getting the Words Right), quotable quotes 97

Clever Wally’s, direct marketing 50–1, 60

clients,

collaboration with 23, 31–2, 106, 191, 207

handling comments 34

communication,

brand language 192–6

keep it simple 19

key to good copy 9–13

marketing 196–203

retailing 69–73, 89

see also tone of voice

company magazines and newsletters 126–57

case studies 152–7

competitions, letters, etc. 150

content 127–9

editorial content 144–51

editors’ interviews 138–43

magazine creation and writing 132–7

news articles and interviews 147–50

newsletter creation and writing 130–2

concept, formulation 30–1

conceptual advertising 37–9

confidentiality 101

core message 23, 34, 40, 42

corporate promise 70

creativity 11–12, 17, 23–31, 43–4, 48–9

six angles 46–7

customer journeys, retailing 79–85

D

D&AD Writing for Advertising course 55–7

Daily Candy, case study 180–1

Damasio, Antonio 55

DDB, advertising agency 52–4

Dead Good Sport campaign, advert 193

deadlines 26

Different Kettle, graphic design agency 63

digital media writing 158–81

amateur competition 174–6

case studies 178–81

interviews 168–73

links 162

personality 174

website content 162–77

see also internet

direct mail,

copy basics 58

format and typography 67

variable data printing 60

direct marketing 48–67

case studies 63–7

compared with advertising 39

see also marketing

Dove,

real beauty campaign 56–7

real beauty campaign advert 56

E

editing 31

company magazines and newsletters 134

direct marketing 60

website content 167

Eisner, Michael (Disney), quotable quotes 199

email marketing 39

emotion, in advertising copy 55–6

emphasis, on brand not writer 9

Energy Savings Trust, web page 161

environment, creativity and 23–6

ESPN, advert 193

F

Fairacre Farms, signage 83

Fairmont Hotels, customer magazine 136–7

Fat Face, catalog 117

Fool.co.uk, web page 166

Fortune Cookie company, web page 172

G

Germain, Dan (Innocent Drinks), interview 76–8

Godin, Seth (All Marketers Are Liars), quotable quotes 174

golden rule 23

Google 23, 125

Gracián, Baltasar, quotable quotes 167

graphic design 10

brand identity 205

direct mail 63–5, 66–7

typography 19–20

Greenpeace, advert 41

Gribbin, George, quotable quotes 11, 30, 39

H

Haji-Ioannou, Stelios, quotable quotes 196

Half Price Books, signage 74

Holmes, Nick (Different Kettle) 63–5

Horberry, Roger (Elmwood design and branding) 206–7

Howies, catalog 102–3

I

ideas, brainstorming 27, 41–2, 48, 162

Innocent Drinks, packaging 77, 78

inspiration 41

Institute of Practitioners in Advertising 55

interest, creation of 57

internal communications 199–200

internet,

banner ads 39

online catalogs 120

online magazines and newsletters 130

see also digital media writing

interviews,

advertising copywriters 53–7

brand naming 186–91

catalog copywriters 104–8

digital media providers 168–73

magazine and newsletter editors 138–43

retail copywriters 75–8

intrigue 14, 47, 58

K

key message 26

Kisor, Conan (AMA newsletters), interview 138–40

Klein, Naomi (No Logo), quotable quotes 159, 176

Klosterman, Chuck, quotable quotes 135

Kodak One Magazine, case study 156–7

Kyrillos, Dannielle (Daily Candy) 180–1

L

Land Rover Onelife (magazine), case study 152–5

Larwood, Christa (Land Rover Onelife) 152–5

Legal & General, web page 160

Lewis, Hershell Gordon (Copywriting Secrets and Tactics), quotable quotes 116

links, digital media 162

Liquid Agency, San Jose 208–9

Loseley ice cream, packaging 84

Lush Cosmetics, magazine 142–3

M

McCartney, Sarah (Lush Cosmetics magazine), interview 141–3

McKenzie Childs, catalog 115

McLuhan, Marshall, quotable quotes 127

magazines see company magazines

Manning, Steve (Igor International), interview 189–91

marketing,

communications 196–203

see also direct marketing

Mathews, Meredith (Half Price Books), interview 74–5

media campaigns 10

MemoMind Pharma, case study 66–7

Metcalfe, Julian (Pret A Manger) 93

Meteorological Office (UK), brochure 128

Method Home Products 86

case study 90–1

Metropolitan Police, advert 32

Milligan, Lorna (Jupiter Design) 178–9

Muccino, Alfred (Liquid Agency) 208

mystery see intrigue

N

newsletters see company magazines and newsletters

NHS clean your hands campaign, poster 12

O

objectivity, magazines and newsletters 127

Ogilvy, David, quotable quotes 9, 13, 30, 30, 33, 40, 42

Ogilvy UK, advertising agency 55–7

Olive Media Products, case study 208–9

P

Palümba, catalog 111

Patagonia, catalog 104

PDF documents 159

Pearson Education, employee magazine 145

personality,

digital media writing 174

see also tone of voice

Porsche Cayman, advert 38

posters,

Australia Post; send a letter 15

NHS clean your hands 12

San Jose Music Festival 185

presentation 33–4, 41–3

press inserts 39

Preston, Diana (Kodak One Magazine) 156–7

Pret A Manger, case study 92–5

products 85–95

names 86–8

promotions, retailing 70–3, 75

R

readers, understanding and relating to 109–13, 202

Reeves, Rosser, quotable quotes 19, 60

relationship marketing 59–60

research 23

retailing 68–95

case studies 90–5

copywriters’ interviews 75–8

customer journeys 79–85

promotions 70–3, 75

Ritual Coffee, advert 198

Rockefeller, John D., quotable quotes 85

Rolls-Royce advert (1950s) 24

Ruggie, Diane (DDB), interview 53–4

Russell, John (Harley-Davidson), quotable quotes 183

RV (Recreational Vehicles) adverts 28–9

Ryan, Eric (Method Home Products) 90–1

S

San Jose Music Festival, poster 185

Santus, Mark (Romeo Empire Design), interview 168–9

Sawyer, Robert (Kiss and Sell), quotable quotes 97

Schultz, Howard (Starbucks), quotable quotes 70

search engines, effect on copy 173

Serious Waste Management, case study 206–7

Shiller, Robert, quotable quotes 195

sign–off 32–4

Simmons, John (The Writer), interview 186–8

Sliver Premium Vodka, treatments 190

Sophocles, quotable quotes 164

Spa Ritual, packaging 88

stakeholders see clients

Stanley, Vincent (Patagonia), interview 104–5

T

Talgo, Scott, quotable quotes 183

target audience 13–14, 23, 25, 34

advertising 40–5

direct mail 59–60

telemarketing 39

Tetlow, Kate (Jupiter Design), interview 106–8

The Territory Ahead (TTA), case study 122–3

tone of voice 14–16, 18–19, 26

brands 183, 186–8, 195–6, 204

catalogs 97–100, 113–16

digital media 179, 181

products 85–6

retailing copy 69, 71, 80

see also communication; personality

toolbox 27

Toole, Catherine (Sticky Content), interview 170–3

typesetting, copy presentation 34

typography 19–20

direct mail 61

U

Unique Selling Point (USP) 25, 26, 34

V

value-pricing system, key elements 79

variable data printing 60

VegNews, magazine 194

visual words 57

W

Waterstones, staff reviews 57

The Weather Channel, iPhone web page 168

websites see digital media

Wexler, Steve (MemoMind Pharma) 66–7

Wickes, catalog 98

Wilde, Stuart, quotable quotes 86

Wishes, tone-of-voice guide 69

word banks 18, 197, 200

Wurman, Richard Saul, Information Anxiety 207

Y

Yang, Jerry (Yahoo), quotable quotes 184

Yeomans, Sunita (Argos) 124–5

YO! Sushi, ready, steady, yo! campaign 201