Chapter
2 Writing Technical, Persuasive, and News Communication
2.1 Writing for “Marcom ” touchpoints
2.3 Getting raw material for writing projects
2.4 Marketing communications writing: technical, persuasive, and news
Key rules in technical writing and technical communication
2.6 Persuasive copywriting
Writing to sell using FAB and USP
Key rules in persuasive copywriting
Identifying and defining news
Key rules in news writing
2.8 Writing tool belt — essential skills
Activation of verbs — voice and tense
Outlining and flowcharting
Chunking and progressive disclosure
Crafting headlines and subheads
2.9 Essential grammar rules
Usage and style for common punctuation marks
Parenthetical punctuation
2.10 Five common writing mistakes to avoid
2.11 Five steps to find writing success
3.1 Communication design solves problems
Marketing communications problems
Graphic and advertising design
3.3 Communication design components
Grids — rule of thirds and the law of thirds
BANGPP — a visual layout rubric
Two kinds of type: display type and body text
Hierarchy and consistency
Responsible typography in action
Motion graphics and animation
Color sensation and attention
Understanding color terminology
Choosing color using wheel schemes
Color palettes and color harmony
3.8 Common design mistakes to avoid
Incorrect image proportions and resolution
Using color for the sake of color
4 Creative Research Methods
4.1 Understand, research, then execute
4.2 Design process—seven steps
4.3 Briefs: creative, design, and scope
4.4 Design and market research methods
Twenty questions to target your audience
Concentric circle exercises (CC method)
4.5 Creating visual forms on paper
5.1 Digital design tools for communication designers
Page layout and word-processing
Presentations and e-learning
5.2 Essential image production concepts
Selections, alpha channels, and paths
5.3 Digital color spaces (RGB and CMYK)
RGB vs. web safe color on screen
Spot color vs. process color in print
Three important takeaways on color
5.4 Resolution, size, and output formats
6.1 Logotype and brandmark
Logotype and brandmark — defined
Research and conceptualization
Logotype, brandmark, and signature design format
Logotype, brandmark, and signature checklist
6.2 Business card, letterhead, envelope — company stationery
Company stationery defined
Research and conceptualization
Business card and letterhead checklist
Product packaging defined
Research and conceptualization
Collateral brochures defined
Research and conceptualization
Brochure design checklist
7.1 The Ayers No. 1 ad defined
Research and conceptualization
Ayers No. 1 design format
Ayers No 1. advertisement checklist
7.2 Posters and billboards
Posters and billboards defined
Research and conceptualization
Poster and billboard design format
Poster and billboard checklist
Advertising specialties defined
Research and conceptualization
Advertising specialty design format
Research and conceptualization
Research and conceptualization
8 Public Relations Projects
8.1 Public relations / News release
Research and conceptualization
News release writing checklist
8.2 Public relations / Fact sheet
Research and conceptualization
Fact sheet writing checklist
8.3 Public relations / Backgrounder
Research and conceptualization
Backgrounder writing checklist
8.4 Public relations / Annual report
The annual report defined
Research and conceptualization
Annual report design format
8.5 Public relations / Infographic
Research and conceptualization
Infographic design format
9 Social Media for Marketing, Advertising, and Public Relations
9.2 Research for social media
9.3 Writing for social media
9.5 Social media checklist
9.6 Social media examples
Social media for marketing
Social media for advertising
Social media for public relations
Communications Writing and Design
：The Integrated Manual for Marketing, Advertising, and Public Relations
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