Communications Writing and Design is an integrated, project-based introduction to effective writing and design across the persuasive domains of communication.* Build a strong foundation of core writing and design skills using professionally-designed examples that illustrate and reinforce key principles* Readers learn and analyze techniques by creating 15 projects in marketing, advertising, PR, and social media with the help of strategy suggestions, practical tips, and professional production techniques* Written by an experienced professional and teacher, with a focus on the cross-disciplinary nature of contemporary communication work* Learning is reinforced through a variety of pedagogical features: learning objectives, helpful mnemonics, real-life projects and applications, chapter references for further study, and end-of-chapter summaries and exercisesA companion website with multimedia slides, exam questions, learning videos, and design guides provides additional learning tools for students and instructors

Acknowledgements viiForeword ixPreface xi1. The Connectivity between Research, Writing, and Design 12. Writing Technical, Persuasive, and News Communication 93. Communication Design 454. Creative Research Methods 835. Design Tools 1036. Marketing Projects 1237. Advertising Projects 1458. Public Relations Projects 1639. Social Media for Marketing, Advertising, and Public Relations 191Index 199