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

by Berman, Margo

• ISBN13: 9781405199520
• ISBN10: 1405199520
• Format: Hardcover
• Copyright: 2012-08-20
• Publisher: Wiley-Blackwell

Summary

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

Author Biography

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).

Table of Contents

Introduction

Acknowledgments

Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs

Chapter 2. The Strategic Word: Strategy Categories

Chapter 3. The Chosen Word: Writing Techniques

Chapter 4. The Sticky Word: Headline and Slogan Techniques

Chapter 5. The Written Word: Print (ads, brochures, catalogues)

Chapter 6. The Spoken Word: Radio

Chapter 7. The Animated Word: TV

Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing

Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit

Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging

Chapter 11. The Online Word: Websites

Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing

Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns

Chapter 14. The Global Word: International Campaigns

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