Writing High-tech Copy That Sells
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Writing High-tech Copy That Sells

Writing High-tech Copy That Sells

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About the Book

Copywriters and marketing people working on technical products face vastly different challenges than those people promoting a soft drink or sportscar, such as constant product revisions and the challenge of conveying technical information to a layman audience. This guide takes the technical copywriter through the processes of planning, designing, writing, contracting and producing high-tech marketing and promotional materials. It explains how to deal with international market and cultural biases, how to avoid computer and technical jargon, and how to experiment with non-print marketing and press materials.

Table of Contents:
THE FOUNDATION OF HIGH-TECH MARKETING COMMUNICATION; Planning for High-Tech Marketing Communication: Success Starts Here; The High-Tech Audience: Targeting Your Materials; Message, Objective, and Purpose: The Essentials for On-Target Communication; Creative Issues: Developing the Best Ideas, Styles, and Methods; WRITING A HIGH-TECH MARCOM DOCUMENT; Document Elements: Packaging Your Information for Greater Impact; Content Types: Presenting High-Tech Information Effectively; Text Techniques: Adding Power to Your Copy; Legal and Ethical Issues: Avoiding Problems in Your Materials; International High-Tech Marketing Communication: Adapting Your Materials to the Global Market; HIGH-TECH MARCOM PROJECTS; Sales Materials: Reaching Prospects and Customers; Press Materials: Reaching Journalists and Analysts; Alliance Materials: Reaching Dealers and Partners; Marketing Communication in Electronic Media: Expanding Your Horizon; Appendices; Index.


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Product Details
  • ISBN-13: 9780471058465
  • Publisher: John Wiley and Sons Ltd
  • Publisher Imprint: John Wiley & Sons Inc
  • Height: 234 mm
  • Returnable: N
  • Width: 155 mm
  • ISBN-10: 0471058467
  • Publisher Date: 25 Jan 1995
  • Binding: Paperback
  • Language: English
  • Weight: 425 gr


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