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Copywriter's Toolkit The Complete Guide to Strategic Advertising Copy

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ISBN-10: 1405199520

ISBN-13: 9781405199520

Edition: 2nd 2012

Authors: Margo Berman

List price: $109.95
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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 copyProvides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketingCovers 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 considerationPresents 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
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Book details

List price: $109.95
Edition: 2nd
Copyright year: 2012
Publisher: John Wiley & Sons, Incorporated
Publication date: 8/20/2012
Binding: Hardcover
Pages: 396
Size: 7.50" wide x 9.75" long x 1.00" tall
Weight: 2.288
Language: English

Introduction
Acknowledgments
The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs
The Strategic Word: Strategy Categories
The Chosen Word: Writing Techniques
The Sticky Word: Headline and Slogan Techniques
The Written Word: Print (ads, brochures, catalogues)
The Spoken Word: Radio
The Animated Word: TV
The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing
The Ambient and Moving Word: Out-of-Home & Transit
The Online Communal Word: Digital Dialogue, Virtual Community, Blogging
The Online Word: Websites
The Buzz Word: Interactive Engagement, Social Media, Viral Marketing
The Multimedia and Multilingual Word: Integrated Campaigns
The Global Word: International Campaigns
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