Copywriting

Copywriting je činnost, kdy copywriter píše texty, které zaujmou své čtenáře. Dobře napsaný, čitelný, poutavý a informačně obsáhlý text má předpoklady přinášet úspěch. V obchodním světě mají kvalitní texty větší šanci přesvědčit zákazníka k zakoupení zboží či objednání služby.

A copywriter usually works as part of a creative team. Agencies and advertising departments partner copywriters with art directors. The copywriter has ultimate responsibility for the advertisement's verbal or textual content, which often includes receiving the copy information from the client. (Where this formally extends into the role of account executive, the job may be described as "copy/contact.") The art director has ultimate responsibility for visual communication and, particularly in the case of print work, may oversee production. Either person may come up with the overall idea for the advertisement or commercial (typically referred to as the concept or "big idea"), and the process of collaboration often improves the work.