The Copywriter's Toolkit
The Complete Guide to Strategic Advertising Copy
Published on 27. July 2012
Book
Paperback/Softback
396 pages
978-1-4051-9953-7 (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
Other editions
New editions
Book
09/2024
2nd Edition
Wiley-Blackwell
€45.00
Shipment within 15-20 days
Additional editions
Book
07/2012
1st Edition
Wiley-Blackwell
€77.90
Article exhausted; check different version
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
1 THE PERSUASIVE WORD: strategy ABCs: audience, benefits, and creative briefs 1
2 THE STRATEGIC WORD: strategy categories 15
3 THE CHOSEN WORD: writing techniques 32
4 THE STICKY WORD: headline and slogan techniques 44
5 THE WRITTEN WORD: print 59
6 THE SPOKEN WORD: radio 85
7 THE ANIMATED WORD: television 115
8 THE DELIVERED AND ABRIDGED WORD: direct mail, mobile, and small-space writing 167
9 THE AMBIENT AND MOVING WORD: out-of-home and transit 196
10 THE ONLINE COMMUNAL WORD: digital dialogue, virtual community, blogging 224
11 THE ONLINE WORD: websites 242
12 THE BUZZ WORD: interactive engagement, social media, viral marketing 265
13 THE MULTIMEDIA WORD: integrated campaigns 289
14 THE GLOBAL WORD: multicultural and international campaigns 314
2 THE STRATEGIC WORD: strategy categories 15
3 THE CHOSEN WORD: writing techniques 32
4 THE STICKY WORD: headline and slogan techniques 44
5 THE WRITTEN WORD: print 59
6 THE SPOKEN WORD: radio 85
7 THE ANIMATED WORD: television 115
8 THE DELIVERED AND ABRIDGED WORD: direct mail, mobile, and small-space writing 167
9 THE AMBIENT AND MOVING WORD: out-of-home and transit 196
10 THE ONLINE COMMUNAL WORD: digital dialogue, virtual community, blogging 224
11 THE ONLINE WORD: websites 242
12 THE BUZZ WORD: interactive engagement, social media, viral marketing 265
13 THE MULTIMEDIA WORD: integrated campaigns 289
14 THE GLOBAL WORD: multicultural and international campaigns 314