by Mariano R. Castellblanque · CIMS · tapa blanda · ISBN 9788489643338
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«Manual del redactor publicitario» is the advertising copywriting manual by Mariano R. Castellblanque (CIMS, paperback, 176 pages, in Spanish).
The manual examines in depth the figure of the advertising copywriter: rules, norms and techniques for creating effective ads, and the different roles he must assume —seller, persuader, communicator, creative, thinker and, only at the end, writer— within the advertising industry.
It belongs to the «libros de comunicación global» collection and has a prologue by Luis Bassat. Published in 1997.
Aimed at students and novice advertising copywriters, as well as industry professionals and advertisers.
