Synopses & Reviews
A compact, practical reference containing step-by-step guidance through the process of planning, designing, writing, contracting and producing marketing and promotional materials for technology-based products. Covers all the ins and outs of technical copywriting including how to handle international markets, cultural biases and computer jargon. Features ideas for nonprint marketing such as video, E-mail, fax and interactive presentations. Numerous examples are drawn exclusively from the high-tech industry.
Description
Includes bibliographical reference (p. [257]-270) and index.
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.