The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy - Couverture souple

Berman, Margo

 
9781405199537: The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy
Couverture souple
ISBN 10 : 1405199539 ISBN 13 : 9781405199537
Editeur : Wiley-Blackwell, 2012

Synopsis

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

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Margo Berman is Professor of Advertising at Florida International University and has more than 20 years' experience as a 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).

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Wiley-Blackwell
Date d'édition
2012
Langue
anglais
ISBN 10 
1405199539
ISBN 13 
9781405199537
Reliure
Broché
Nombre de pages
400
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9781405199520: The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy

Edition présentée

ISBN 10 :  1405199520 ISBN 13 :  9781405199520
Editeur : Wiley-Blackwell (an imprint of J..., 2012
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