The Copywriter's Toolkit

Margo Berman 지음

Wiley-Blackwell 2012년 07월 19일 출간

작품소개

책소개

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 copyProvides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketingCovers 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 considerationPresents 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 moreShares invaluable writing tips and insights from award-winning copywriters currently at global agenciesIncludes 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

목차

1 THE PERSUASIVE WORD: strategy ABCs: audience, benefits, and creative briefs 12 THE STRATEGIC WORD: strategy categories 153 THE CHOSEN WORD: writing techniques 324 THE STICKY WORD: headline and slogan techniques 445 THE WRITTEN WORD: print 596 THE SPOKEN WORD: radio 857 THE ANIMATED WORD: television 1158 THE DELIVERED AND ABRIDGED WORD: direct mail, mobile, and small-space writing 1679 THE AMBIENT AND MOVING WORD: out-of-home and transit 19610 THE ONLINE COMMUNAL WORD: digital dialogue, virtual community, blogging 22411 THE ONLINE WORD: websites 24212 THE BUZZ WORD: interactive engagement, social media, viral marketing 26513 THE MULTIMEDIA WORD: integrated campaigns 28914 THE GLOBAL WORD: multicultural and international campaigns 314

작가정보

저자(글) Margo Berman

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Margo Berman is a professor of advertising at Florida International University. She has more than twenty years of experience as an award-winning 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).