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

  • ID: 2249586
  • Book
  • 396 Pages
  • John Wiley and Sons Ltd
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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.

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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

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Margo Berman
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