The Copywriter's Toolkit
The Complete Guide to Strategic Advertising Copy
1st Edition
Published on 27. July 2012
Book
Hardback
396 pages
978-1-4051-9952-0 (ISBN)
Description
Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter's Toolkit book will sharpen your copywriting skills whatever your level.
* Introduces essential conceptual strategies and key writing techniques for result-driven copy
* Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing
* Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration
* Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more
* Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies
* Includes supplementary website an instructor's manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos
* Introduces essential conceptual strategies and key writing techniques for result-driven copy
* Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing
* Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration
* Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more
* Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies
* Includes supplementary website an instructor's manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos
More details
Edition
1., Auflage
Language
English
Place of publication
Chicester
United Kingdom
Publishing group
John Wiley and Sons Ltd
Target group
Professional and scholarly
Illustrations
col. Illustrations
Dimensions
Height: 25.5 cm
Width: 19.6 cm
Thickness: 23 mm
Weight
1050 gr
ISBN-13
978-1-4051-9952-0 (9781405199520)
Schweitzer Classification
Other editions
Additional editions
Book
07/2012
Wiley
€42.90
Article exhausted; check for reprint
E-Book
07/2012
Wiley-Blackwell
€38.99
Available for download
E-Book
07/2012
Wiley-Blackwell
€38.99
Available for download
Person
Margo Berman is a professor of advertising at Florida International University. She has more than twenty years of experience as an award-winning creative director and copywriter. She is the author of Street-Smart Advertising: How to Win the Battle of the Buzz (2010) and co-author (with Robyn Blakeman) of The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors (2009).
Content
Introduction
Acknowledgments
Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs
Chapter 2. The Strategic Word: Strategy Categories
Chapter 3. The Chosen Word: Writing Techniques
Chapter 4. The Sticky Word: Headline and Slogan Techniques
Chapter 5. The Written Word: Print (ads, brochures, catalogues)
Chapter 6. The Spoken Word: Radio
Chapter 7. The Animated Word: TV
Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing
Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit
Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging
Chapter 11. The Online Word: Websites
Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing
Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns
Chapter 14. The Global Word: International Campaigns
Suggested Reading
Acknowledgments
Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs
Chapter 2. The Strategic Word: Strategy Categories
Chapter 3. The Chosen Word: Writing Techniques
Chapter 4. The Sticky Word: Headline and Slogan Techniques
Chapter 5. The Written Word: Print (ads, brochures, catalogues)
Chapter 6. The Spoken Word: Radio
Chapter 7. The Animated Word: TV
Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing
Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit
Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging
Chapter 11. The Online Word: Websites
Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing
Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns
Chapter 14. The Global Word: International Campaigns
Suggested Reading