The Copywriter's Toolkit : The Complete Guide to Strategic Advertising Copy
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
- Electronic book text
- 19 Jul 2012
- John Wiley and Sons Ltd
- Wiley-Blackwell (an imprint of John Wiley & Sons Ltd)
- United Kingdom
- 2nd ed.
Table of contents
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
About Margo Berman
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).