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""Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogs, company magazines, and internal communications. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, Copywriting, Second Edition takes you through step-by-step processes that can help you to write content quickly and effectively. Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter."--Publisher's website."

"This CD features 44 of the best recent examples of retail design from around the world, and examines the details within the larger decorative schemes ... The examples range from specialist boutiques to branded high street chain stores, from fashion retailers to furniture shops and eateries, and include descriptive text, colour photographs, floor plans and sections, as well as numerous construction and decorative details."