Magazine article Marketing

MARKETING MIX: Pen Portrait - Scott Knox, MCCA

Magazine article Marketing

MARKETING MIX: Pen Portrait - Scott Knox, MCCA

Article excerpt

Scott Knox is director of the Marketing Communication Consultants Association (MCCA), which he joined in April 2001. He oversees its awards, communications, graduate recruitment and training. Knox was previously director of education at the Institute of Sales Promotion.

When analysing writing it often pays to ignore the first part and this sample is a perfect example of the change that happens as the writer forgets the action of writing and concentrates on the content.

At first the writing is rather narrow and a bit uptight. Then it becomes more open and slightly larger, as though the writer felt a bit unsure about this exercise, but then threw caution to the wind. Another clue is the upward lift of the lines - this is a common occurrence when a writer is amused or enthusiastic.

Lots of disconnections point to someone who is particularly intuitive and such legible script reflects well-honed communication skills. That loop that slipped in on the 't' of the word 'through' is a sign of a well-developed sense of display . …

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