|  | Berman, Margo
The Copywriter's Toolkit
The Complete Guide to Strategic Advertising Copy
 1. Edition July 2012
77.90 Euro
2012. 396 Pages, Hardcover
ISBN 978-1-4051-9952-0 - John Wiley & Sons
Also available as Softcover. |
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| Short description
Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is a reference 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.
From the 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
Suggested Reading
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