Copywriter's Toolkit The Complete Guide to Strategic Advertising Copy

ISBN-10: 1405199539
ISBN-13: 9781405199537
Edition: 2nd 2012
Authors: Margo Berman
List price: $67.95 Buy it from $38.47
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Description: It doesn't matter whether you're a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and  More...

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Book details

List price: $67.95
Edition: 2nd
Copyright year: 2012
Publisher: John Wiley & Sons, Incorporated
Publication date: 8/20/2012
Binding: Paperback
Pages: 396
Size: 7.50" wide x 9.75" long x 0.75" tall
Weight: 2.134
Language: English

It doesn't matter whether you're a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media. Writing examples are shown using industry standard formats. You'll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting. Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference. 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.

Preface
Acknowledgments
The Persuasive Word; Strategy ABCs: Audience, Benefits, And Creative Briefs
Thinking about strategy first
Examining the brief: an up-close look
Templates 1.1: The shorter creative brief
Templates 1.2: The creative brief
Gaining deeper audience insight through VALS and observational research
Useful info 1.3: VALS comparison starting with highest incomes on top
Understanding secondary audience versus primary audience
Delving into consumer insights
Realizing the importance of a benefit
Creative strategy exercises
Notes
The Strategic Word: Strategy Categories
Using strategic thinking strengthens each touchpoint
Analyzing types of strategies
Keeping a handy reference list of strategies
Evaluating strategies and needs
Applying different types of positioning
Inventing the USP: selling uniqueness
Creating the main message: campaign slogans
Deciding the tone of voice
Considering competitors
Designing tactics
Advice from the pros 2.1: Charlie Hopper's writing for specific media tips
Final creative direction checklist
Creative strategy exercises
Notes
The Chosen Word: Writing Techniques
Developing a strong message with legs
Determining the tone of voice
Finding the point of view
Writing the way you speak
Writing to your audience
Checklist 3.1: A quick "Grammar" copywriting checklist
Writing for the medium and the senses
Writing for celebrities
Finding your own voice: some tips
Quick chapter overview
Checklist 3.2: Writing technique tips checklist
Creative writing exercises
Notes
The Sticky Word: Headline and Slogan Techniques
Devising ad structure: headlines, subheads, body copy, and slogans
Remembering the call to action
Thinking up catchy headlines and subheads
Reviewing different kinds of headlines
Making up sticky slogans: the backbone of campaigns
Adding power to your writing
Copywriting insights and tips
Making your copy sticky
Creative writing exercises
Notes
The Written Word; Print
Writing for the printed page
Formulating one focused message
Remembering the reader
Checklist 5.1: Copy checklist
Discovering basic copy format
Templates 5.2: Basic print ad copy format
Templates 5.3: Basic brochure copy format
Focusing on strategy, audience, benefits, tone of voice, message, and relevance
Recognizing categories of effective messages
Exploring playful, humorous, empathetic print ads
Studying more ads that empathize with the target
Identifying ads with an insider's understanding
Shaping witty headlines that say it all
Noticing ads that don't look like ads
Copywriting: a closer look
Print writing tips
Useful info 5.4: Common qualities in featured campaigns
Creative print checklist
Checklist 5.5: Print campaign checklist of questions
Creative print ad exercises
Notes
The Spoken Word; Radio
Becoming a radio aficionado
Tips and rules 6.1: How to write for the ear
Learning some radio tips from the masters
Tips and rules 6.2: Basic radio writing rules
Observing a few more radio writing "rules"
Applying basic radio copy format
Finding out more about radio format
Templates 6.3: Standard radio format
Useful info 6.4: Common radio terms
Thinking about production from the start
Using union and nonunion talent, music, and sound effects
Working with and directing the talent
Understanding radio dayparts
Exploring examples of great radio scripts
Script 1: Silver in the City :60 radio, "lead lining"
Script 2: Silver in the City, :60 radio, "seasons/vortex"
Script 3: Goodwill, :60 radio, "his, hers and ours"
Script 4: Pop Weaver Popcorn, :60 radio, "tv spot on the radio"
Script 5: Pop Weaver Popcorn, :30 radio, "arlene"
Script 6: Motel 6, :60 radio, "comparison"
Script 7: The Laughing Cow "Valley Girl" and "Enid" radio campaign
Advice from the pros 6.5: Joy Golden's 10 secrets for creating successful comedy radio commercials
Writing, radio tips
Advice from the pros 6.6: Charlie Hopper's tips for writing for radio
Reviewing radio: the wrap up
Creative radio exercises
Notes
The Animated Word: Television
Scrutinizing television writing: what's the secret?
Analyzing TV writing: where to begin
Tips and rules 7.1: The three Rs
Reviewing universal truths
Scripts and examples 7.2: Bridgestone TV script: "taters"
Discovering more about universal truths
Scripts and examples 7.3: Bridgestone TV script: "scream"
Scripts and examples 7.4: Bridgestone TV script: "hot item"
Portraying common goals
Scripts and examples 7.5: Angie's List TV script: "pay per view"
Scripts and examples 7.6: Angie's List TV script: "red paint"
Seeing how exaggeration, humor, and strong copy drive home benefits
Realizing a great tip for TV spot length
Investigating ways to present TV ideas
Scripts and examples 7.7: Story script example
Hewlett-Packard, :30 TV, "Live Wirelessly. Print Wirelessly."
Learning from beloved Super Bowl spots
Identifying types of TV commercials
Useful info 7.8: Some popular types of TV spots
Writing TV scripts
Tips and rules 7.9: Basic TV writing rules for scripts
Absorbing key copywriting tips
Tom Amico's tips (Kaplan Thaler Group)
Sara Rose's tips (Goodby Silverstein & Partners)
Vinny Warren's tips just on screenwriting (The Escape Pod)
Casting TV talent
Becoming familiar with TV terminology
Useful info 7.10: Common TV terms
Templates 7.11: Basic TV copy format
Scripts and examples 7.12: Weight Watchers "momentum" campaign examples
Creative TV exercises
Notes
The Delivered and Abridged Word: Direct Mail, Mobile, and Small-Space Writing
Exploring direct mail
Grasping why direct mail?
Checklist 8.1: Direct mail handy checklist
Learning a few pointers about writing self-promotion letters
Advice from the pros 8.2: Drayton Bird's letter writing principles
Creating messages for mobile e-mail marketing
Writing copy for product packaging
Examining examples of creative package copy
Advice from the pros 8.3: Five tips for better results with mobile e-mail marketing from Shane Ketterman
Checklist 8.4: Small-space writing checklist
Scripts and examples 8.5: Headlines for Ugly Mug Coffee bags
Learning some tips for small-space writing from Charlie Hopper
Advice from the pros 8.6: Basic writing tips from Curt Mueller
Creating coupon copy
Examining online banner ad copy
Understanding catalog copywriting
Scripts and examples 8.7: Ovation Guitars copy
Checklist 8.8: Catalog copywriting checklist
Creative abridged writing exercises
Notes
The Ambient and Moving Word: Out-Of-Home and Transit
Starting from the medium
Useful info 9.1: Kinds of ambient media
Noticing messages wherever you are
Looking closely at out-of-home messages
Tips and rules 9.2: Tips for writing ambient copy
Thinking about surprising the audience
Understanding your audience's frame of reference
Being irreverent and still effective
Taking a once touchy subject into a humorous campaign
Finding new places to advertise
Checklist 9.3: Creative ambient checklist
Creative ambient exercises
Notes
The Online Communal Word: Digital Dialogue, Virtual Community, Slogging
Interacting with your online audience
Writing for the Web
Surfing the Web
Talking to the reader
Evaluating the copy's tone of voice
Including clever headlines
Scripts and examples 10.1: Fun website headlines
Advice from the pros 10.2: Warning: use these five headline formulas at your own risk
Analyzing the message
Tips and rules 10.3: The 10 basic rules of copywriting
Creating a successful blog
Tips and rules 10.4:10 steps for a successful blog series
Reading blogs for digital writing tips
Editing: Charlie Hopper's tips to cut copy
Advice from the pros 10.5: Andy Beal's top blogging tips
Useful info 10.6: Top copy-specific blogs from "top copywriting sites"
Looking into blogs for ad agencies
Learning blogging tips
Learning the rules of guest blogging
Revealing more bloggers' observations
Looking at online versus print articles
Useful info 10.7: Social media ethical issue terms
Reviewing digital writing
Checklist 10.8: Blogging checklist
Creative blogging exercises
Notes
The Online Word: Websites
Considering different types of digital directions
Examining a site with straightforward copy
Scripts and examples 11.1: Where we come from
Looking at copy on two digital agency sites
Examining a humorous site
Understanding SEO as a writer
Advice from the pros 11.2: Derek Cromwell's website copywriting tips
Staying current about SEO
Useful info 11.3:24 awesome SEO blogs everyone should read
Learning digital media from online experts
Advice from the pros 11.4: Alessandra Lariu's digital writing tips
Useful info 11.5: Common Internet terms
Checklist 11.6: Online writing checklist
Creative online writing exercises
Notes
The Buzz Word: Interactive Engagement, Social Media, Viral Marketing
Understanding interactivity
Asking: what's the point of interaction?
Considering sendable campaigns
Asking consumers to share their stories
Thinking about interactivity
Creating other ways to use interactivity
Discovering how to create buzz
Creating buzz with viral marketing/word of mouth
Asking why you responded
Understanding when buzz goes wrong
Looking at social networking: Facebook, Twitter, and more
Communicating online is similar to other media
Advice from the pros 12.1: Three digital writing tips from Peter Sena II
Watching new media
Using new media for marketing messages
Using social media to create viral reactions
Designing games to recruit staff
Final interactive media checklist
Creative interactive exercises
Notes
The Multimedia Word: Integrated Campaigns
Developing ideas that spin out
Thinking about how small-space writing differs from other media
Creating messages that move from one medium into another
Thinking about multimedia from the beginning
Checking that you're writing for the eye, ear, and imagination
Reminding consumers of the benefits in all media
Including target-specific ambient and interactive advertising
Being irreverent can create unforgettable messages
Creating a new approach to a normally stuffy category
Learning Charlie Hopper's media-focused writing tips
Advice from the pros 13.1: Hopper's top writing tips
Gaining some insights into how Crispin Porter + Bogusky think
Looking at more multimedia campaigns
Scripts and examples 13.2: Mount Sinai, :60 radio, "Two-Year-Old"
Single medium campaigns
Checklist 13.3: Multimedia writing tips checklist
Multimedia messaging exercises
Notes
The Global Word: Multicultural and International Campaigns
Revisiting universal truths as a core message
Writing for hispanic markets
Using global truths for today's diverse market
Advice from the pros 14.1: Five writing tips from George L. San Jose
Creating international campaigns
Seeing how concepts move into other markets
Taking a tagline into other countries
Changing consumer behavior with fun
Reaching out with on-the-go solutions
Using the digital world to go global
Observing international campaigns
Advice from the pros 14.2: Three tips for writing to biculturals from Carlos Meneridez
Checklist 14.3: Multilingual and multicultural writing tips checklist
Multilingual and international messaging exercises
Notes
Suggested Reading
Index

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