The Copywriter's Toolkit

The Complete Guide to Strategic Advertising Copy

Margo Berman


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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

Détails
Auteur
Margo  Berman
Marque
Wiley-Blackwell
Collection
n.c
Parution
2012-07-19
Pages
400 pages
EAN papier
9781405199537
Langue
Anglais
Informations ebook
EAN PDF
9781444360806
Prix
45,36 €
En savoir plus
Nb pages copiables 0
Nb pages imprimables 400
Nb pages copiables 0
Nb pages imprimables 400
Taille du fichier 22149 Ko
Ce livre est accessible aux handicaps   Informations sur l'accessibilité
EAN EPUB
9781444360813
Prix
45,36 €
En savoir plus
Nb pages copiables 0
Nb pages imprimables 400
Nb pages copiables 0
Nb pages imprimables 400
Taille du fichier 15770 Ko
Ce livre est accessible aux handicaps   Informations sur l'accessibilité
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Defaut-Illustration Margo Berman
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