Название: The Copywriter's Toolkit: The Complete Guide to Strategic Advertising CopyАвтор: Margo Berman
Издательство: Wiley-Blackwell
Год: 2012
Формат: EPUB
Размер: 15 Мб
Язык: английский / English
Written from a real-world perspective by an award-winningcopywriter/producer/director, this comprehensive guide is whatevery writer needs to create powerful, strategic ad copy. Focusingon strategy, technique, and the skills needed to write fordifferent media, The Copywriter’s Toolkit book willsharpen your copywriting skills whatever your level.
Introduces essential conceptual strategies and key writingtechniques for result-driven copy
Provides practical advice on writing for specific mediaincluding: print, radio, TV, websites, blogs, social media,ambient, digital, direct mail, product packaging, and viralmarketing
Covers all areas of copy development: on-strategy andon-target messaging; headline and slogan creation; brandpersonality and tone of voice; broadcast productionconceptualization and print / digital typesettingconsideration
Presents innovative visual examples from exciting multimediacampaigns, comments from copywriters at world-renowned agencies,inspiring radio scripts, TV scripts and storyboards, effective blogposts, imaginative package copy, and more
Shares invaluable writing tips and insights from award-winningcopywriters currently at global agencies
Includes supplementary website an instructor’s manual,sample syllabus, PowerPoint presentations, and creativeassignments, as well as student study aids, flashcards, podcastsand/or webinars by the author, and links to sample and featuredcampaigns, agencies, and related videos