The Integrated Manual for Marketing, Advertising, and Public Relations
This edition first published 2017
© 2017 John DiMarco
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by law. Advice on how to obtain permission to reuse material from this title is available at http://www.wiley.com/go/permissions.
The right of John DiMarco to be identified as the authors of the editorial material in this work has been asserted in accordance with law.
Registered Offices
John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, USA
Editorial Office
1606 Golden Aspen Drive, Suites 103 and 104, Ames, Iowa 50010, USA
For details of our global editorial offices, customer services, and more information about Wiley products visit us at www.wiley.com.
Wiley also publishes its books in a variety of electronic formats and by print-on-demand. Some content that appears in standard print versions of this book may not be available in other formats.
Limit of Liability/Disclaimer of Warranty
While the publisher and authors have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought.
Library of Congress Cataloging-in-Publication Data
Hardback ISBN: 9781119118909
Paperback ISBN: 9781119118879
Cover Design: Wiley
Cover Images: (From Left to Right and Top to Bottom) © angellodeco/Shutterstock; © ESB Professional/Shutterstock; © Bosca78/Gettyimages; © alterfalter/Shutterstock; © Scanrail1/Shutterstock; © z_amir/Fotolia; © Brothers Good/ Shutterstock; © B & T Media Group Inc./Shutterstock; © VLADGRIN/Gettyimages; Martin Bond/Alamy Stock Photo; © Rawpixel.com/Shutterstock; © VLADGRIN/Gettyimages; catalog, courtesy of author; © aleksandarvelasevic/Gettyimages; © Niloo/Shutterstock; © Artnis/Shutterstock; (Background) © jeremykramerdesign/Gettyimages
Set in 10/12pt WarnockPro by Aptara Inc., New Delhi, India
My sincere love and thanks go to my family, Kim, David, and Jack, who are everything to me.
My sincere gratitude goes out to my mentor and dear friend, professor and New York Times Best Selling Author Dr. Frank Brady. Frank took time to review my ideas and proposals and graciously wrote the opening foreword. His kind, thoughtful encouragement and advice have been instrumental in my growth as a scholar and author over the past decade.
My colleagues and students at St. John's University are dear to me. They motivate me to tirelessly pursue knowledge, truth, and understanding.
My sincere appreciation goes out to the team at Wiley for collaborating with me on another academic work. A hearty thank you must go to my editor at Wiley, Haze Humbert, and the editorial team of Maddie Koufogazos, Kari Capone, and Dhanashree Phadate for being so very patient, gracious, and supportive during the project and the peer review. They really helped me construct my ideas into a valuable learning product that will benefit students and professionals in the creative industries.
I am blessed and grateful to present the work of my students, as well as the most celebrated, thoughtful, and iconic designers in the world in this textbook. The firms that contributed major work for this project include Pentagram, TurnStyle, and Milton Glaser, Inc. As well, other colleagues, archivists, and students provided their assistance along with photographs and designs. I am very thankful to the people who put their heart, soul, and creativity into these projects as I try to give them further breath as educational examples.
Thank you to all who contributed…
Claire Banks Paula Scher
Michael Bierut DJ Stout
Michael Calandra Lisa Strausfeld
Diana Colapietro Brian Wallace
Kristen Crawford Steven Watson
Elise Cruz Artianna Wynder
Michael Gericke
Milton Glaser
Luke Hayman
Angus Hyland
Nick Heller
Natasha Jen
Megan Monfiston
Although it might sound like hyperbole, this book is truly meant for all writers and designers: professionals and beginners, academics and students, journalists and copywriters, marketing and advertising creators, speechwriters and public relations specialists, authors and essayists.
Red Smith, the Socrates of sportswriters who wrote a daily column for decades, was once asked whether writing was difficult. “Why, no,” he said laconically. “You simply sit down at a typewriter, open your veins and bleed.” The point is that if you find writing easy, you are probably doing it wrong. If you study or even dip into Dr. DiMarco's book, you will find it enormously helpful as it will ease any problems you may have in putting pen or computer to paper or screen.
John DiMarco knows how difficult writing can be: he has had spent decades solving problems as a writer and designer for corporations and for his own businesses and projects, and has incorporated everything he has learned and experienced into Communications Writing and Design. His methods have been successful not only among professionals but also in academe where he has taught students who aspire to be writers and designers, and to thousands of others at conferences and seminars.
You will find in this book such discussions as the elements of style, the grace of rhetoric, the details of how to create a press release. You'll learn how to construct and design copy for an advertisement, the keys to how to structure an annual report, the composition of fact sheets and media backgrounders, in addition to a myriad of other strategies and techniques that professional corporate copywriters need to know. DiMarco populates the book with real life examples, and includes fully illustrated solutions that you can apply to your own work. His explanation of research and conceptualization alone is worth the price of admission.
This is a book – a complete manual really – that belongs next to your computer and creative team. Over the years, I guarantee you will be earmarking it, highlighting passages, and writing in its margins all the things you will have learned. Plan to wear it out from constant and inevitable use.
Dr. Frank Brady