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

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

By: Margo Berman (author)Paperback

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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

About Author

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).


1 THE PERSUASIVE WORD: strategy ABCs: audience, benefits, and creative briefs 1 2 THE STRATEGIC WORD: strategy categories 15 3 THE CHOSEN WORD: writing techniques 32 4 THE STICKY WORD: headline and slogan techniques 44 5 THE WRITTEN WORD: print 59 6 THE SPOKEN WORD: radio 85 7 THE ANIMATED WORD: television 115 8 THE DELIVERED AND ABRIDGED WORD: direct mail, mobile, and small-space writing 167 9 THE AMBIENT AND MOVING WORD: out-of-home and transit 196 10 THE ONLINE COMMUNAL WORD: digital dialogue, virtual community, blogging 224 11 THE ONLINE WORD: websites 242 12 THE BUZZ WORD: interactive engagement, social media, viral marketing 265 13 THE MULTIMEDIA WORD: integrated campaigns 289 14 THE GLOBAL WORD: multicultural and international campaigns 314

Product Details

  • ISBN13: 9781405199537
  • Format: Paperback
  • Number Of Pages: 396
  • ID: 9781405199537
  • weight: 872
  • ISBN10: 1405199539

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