The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy

Berman, Margo

ISBN 10: 1405199539 / ISBN 13: 9781405199537

Verlag: Wiley-Blackwell, 2012

Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less. Bestandsnummer des Verkäufers G1405199539I5N00

Inhaltsangabe:

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

Über die Autorin bzw. den Autor:

Margo Berman is Professor of Advertising at Florida International University and has more than 20 years' experience as a 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).

Bibliografische Details

Titel: The Copywriter's Toolkit: The Complete Guide...
Verlag: Wiley-Blackwell
Erscheinungsdatum: 2012
Einband: Paperback
Zustand: Fair
Zustand des Schutzumschlags: No Jacket