Behind the Manipulation
The Art of Advertising Copywriting (Second Edition)
©2019, 244 pages
Paperback list price: $ 107.95
Cognella Direct Ebook: $81.95
You save $26 (24%)
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Cognella Active Learning
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Students learn about the history of brand advertising and its role in marketing, as well as the three major strategic theories of brand advertising. They learn how to think creatively and develop their own unique “voices” for campaigns. The book demonstrates the vital importance of visual thinking in brand advertising and the craft of writing headlines and body copy that support those visuals.
Each chapter is rich with full-color advertising examples and includes “limbering up” exercises that enable readers to put the book’s principles into practice. The core chapters teach students how to create individual ads and commercials, and how to combine them into full, multimedia branding campaigns. The book culminates with twelve creative briefs that readers can use as a starting point in creating campaigns for their own portfolios, which are essential to getting any job as a copywriter.
Successfully class-tested in the first edition, Behind the Manipulation: The Art of Advertising Copywriting is the ideal choice for courses in copywriting, advanced copywriting, and portfolio-creation, as well as introductory advertising, mass communication, and popular culture courses.
William Barre was a writer and creative director for 30 years at a variety of Chicago ad agencies, including JWT, Foote, Cone & Belding, and Campbell-Ewald. He has done award-winning work for many of the world’s most famous brands and companies including Gatorade, Van Camp’s, Hallmark, McDonald’s, Gillette, Kellogg, and dozens more. His awards are among the most prestigious in the industry, including Communication Arts’ “Award of Merit,” the Effie, Advertising Age’s “Top Ten Print Campaigns,” and the Clio. Professor Barre earned his M.S. degree from the University of Illinois at Champaign-Urbana and began teaching 15 years ago at Kent State University, then the University of Wisconsin, and finally Central Michigan University.
Cognella Active Learning is available for this title! Adopting instructors can provide students with dynamic online learning activities that reinforce key concepts from the text, provide engaging educational experiences, and support various learning styles.
Please note: Cognella Active Learning can be bundled for purchase with the text or posted separately. Contact us to learn about bundle discounts.
The Cognella Active Learning content for Behind the Manipulation: The Art of Advertising Copywriting includes:
To see a full demo, please email us and one of our adoption specialists will follow up with you.
Please note: Cognella Active Learning can be bundled for purchase with the text or posted separately. Contact us to learn about bundle discounts.
The Cognella Active Learning content for Behind the Manipulation: The Art of Advertising Copywriting includes:
- 10 "Key Concepts Review" fill-in-the-blank activities
- 3 quizzes (60 multiple choice questions)
- 3 decks of flashcards
- 10-step Portfolio Guide - an interactive lesson with activities along the way to help students build their portfolio and land their dream job
To see a full demo, please email us and one of our adoption specialists will follow up with you.
Formats and Bulk Order Pricing for Confirmed Adoptions
Publisher Direct Versions — Available through the Cognella Student Store for confirmed adoptions |
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$81.95
Best Value! |
Publisher Direct Ebook | Publisher Direct ebooks are available in your Cognella account immediately after purchase and provide access for 180 days. Our ebooks run on RedShelf, VitalSource, or in some cases, must be accessed via Adobe Digital Editions, a free software program. |
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$94.95
Ships Free! |
Publisher Direct Paperback | These special, discounted paperback editions are sold exclusively through the Cognella Student Store (store.cognella.com) for confirmed adoptions. They are not available through other retailers. The books are printed on demand, do not have an ISBN, and are not intended for resale, which results in savings we pass along to students. Most Publisher Direct Paperbacks also come with free, immediate access to the first 30% of the ebook and FREE shipping. |
Bookstore Pricing (MSRP) — These suggested retail prices include a total projected mark-up of 25% |
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$77.56
Best Value! |
Inclusive Access Ebook 978-1-5165-7027-0 |
We partner with both RedShelf and VitalSource to provide day-one access to students through campus bookstores. Bookstores and these vendors share in the total projected mark-up. Learn more about Inclusive Access at cognella.com/inclusive-access. |
| $107.95 | Paperback 978-1-5165-3200-1 |
Standard paperback version. Contact us for course adoptions; also available for individual purchase through national wholesalers and retailers — and from our website directly — see Purchase button above. |
| $107.95 | Paperback + Cognella Active Learning Code Talk to a rep for ISBN details |
Cognella Active Learning provides students with dynamic online content within a custom digital learning environment. Contact us for course adoptions; not available for individual purchase. |
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| $96.95 | Ebook 978-1-5165-7027-0 |
Ebooks are available for individual purchase (180-day access) through either RedShelf or VitalSource. Bookstores and these vendors share in the total projected mark-up. |
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$97.95 |
Binder Ready/Loose Leaf Talk to a rep for ISBN details |
Binder Ready versions have pages that are loose leaf, three-hole punched, and fit into any standard three-ring binder (not included). They are fully typeset, include front and back covers, and are available at a discount compared to standard paperbacks.Contact us for course adoptions; not available for individual purchase. |
| $172.95 | Hardcover 978-1-5165-7144-4 |
Great for libraries and rental programs. Contact us for course adoptions; also available for individual purchase through national wholesalers and retailers. |
| Other Formats Talk to a rep for details |
Other formats (spiral bind, perforated, etc.) may be available. Contact us for course adoptions; specialty formats are not available for individual purchase. | |
| $49.95 | Standalone Cognella Active Learning Talk to a rep for ISBN details |
Cognella Active Learning provides dynamic online content within a custom digital learning environment. Does not include the ebook. Contact us for course adoptions; not available for individual purchase. |
Adopting instructors will receive PowerPoint slides.
