The copywriter's toolkit: the complete guide to strategic advertising copy
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Chichester, West Sussex, U.K.
Wiley-Blackwell
2012
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| Schlagworte: | |
| Beschreibung: | Includes bibliographical references and index "It doesn't matter whether you're a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media. Writing examples are shown using industry standard formats. You'll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting. Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference. 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"-- |
| Beschreibung: | xix, 376 p. |
| ISBN: | 9781405199520 9781444360806 |
Internformat
MARC
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| 100 | 1 | |a Berman, Margo |d 1947- |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The copywriter's toolkit |b the complete guide to strategic advertising copy |c Margo Berman |
| 264 | 1 | |a Chichester, West Sussex, U.K. |b Wiley-Blackwell |c 2012 | |
| 300 | |a xix, 376 p. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 500 | |a "It doesn't matter whether you're a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media. Writing examples are shown using industry standard formats. You'll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting. Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference. 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"-- | ||
| 505 | 0 | |a Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading | |
| 650 | 4 | |a Advertising copy |v Handbooks, manuals, etc | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe, Paperback |z 978-1-4051-9953-7 |
| 912 | |a ZDB-30-PAD |a ZDB-30-PBE | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-029573901 | ||
Datensatz im Suchindex
| _version_ | 1804177282218065920 |
|---|---|
| any_adam_object | |
| author | Berman, Margo 1947- |
| author_facet | Berman, Margo 1947- |
| author_role | aut |
| author_sort | Berman, Margo 1947- |
| author_variant | m b mb |
| building | Verbundindex |
| bvnumber | BV044167056 |
| collection | ZDB-30-PAD ZDB-30-PBE |
| contents | Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading |
| ctrlnum | (ZDB-30-PAD)EBC965707 (ZDB-89-EBL)EBL965707 (OCoLC)799766859 (DE-599)BVBBV044167056 |
| dewey-full | 659.13/2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.13/2 |
| dewey-search | 659.13/2 |
| dewey-sort | 3659.13 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV044167056 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:45:36Z |
| institution | BVB |
| isbn | 9781405199520 9781444360806 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029573901 |
| oclc_num | 799766859 |
| open_access_boolean | |
| physical | xix, 376 p. |
| psigel | ZDB-30-PAD ZDB-30-PBE |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | Wiley-Blackwell |
| record_format | marc |
| spelling | Berman, Margo 1947- Verfasser aut The copywriter's toolkit the complete guide to strategic advertising copy Margo Berman Chichester, West Sussex, U.K. Wiley-Blackwell 2012 xix, 376 p. txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index "It doesn't matter whether you're a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media. Writing examples are shown using industry standard formats. You'll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting. Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference. 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"-- Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading Advertising copy Handbooks, manuals, etc Erscheint auch als Druck-Ausgabe, Paperback 978-1-4051-9953-7 |
| spellingShingle | Berman, Margo 1947- The copywriter's toolkit the complete guide to strategic advertising copy Machine generated contents note: Introduction Acknowledgments Chapter 1. The Persuasive Word: Strategy: The ABC's - Audience, Benefits & Creative Briefs Chapter 2: The Strategic Word: Strategy Categories Chapter 3. The Chosen Word: Writing Techniques Chapter 4: The Sticky Word: Headline and Slogan Techniques Chapter 5. The Written Word: Print (ads, brochures, catalogues) Chapter 6. The Spoken Word: Radio Chapter 7. The Animated Word: TV Chapter 8. The Delivered Word and Abridged Word: Direct Mail, Mobile & Small-Space Writing Chapter 9. The Ambient and Moving Word: Out-of-Home & Transit Chapter 10. The Online Communal Word: Digital Dialogue, Virtual Community, Blogging Chapter 11. The Online Word: Websites Chapter 12. The Buzz Word: Interactive Engagement, Social Media, Viral Marketing Chapter 13. The Multimedia and Multilingual Word: Integrated Campaigns Chapter 14. The Global Word: International Campaigns Suggested Reading Advertising copy Handbooks, manuals, etc |
| title | The copywriter's toolkit the complete guide to strategic advertising copy |
| title_auth | The copywriter's toolkit the complete guide to strategic advertising copy |
| title_exact_search | The copywriter's toolkit the complete guide to strategic advertising copy |
| title_full | The copywriter's toolkit the complete guide to strategic advertising copy Margo Berman |
| title_fullStr | The copywriter's toolkit the complete guide to strategic advertising copy Margo Berman |
| title_full_unstemmed | The copywriter's toolkit the complete guide to strategic advertising copy Margo Berman |
| title_short | The copywriter's toolkit |
| title_sort | the copywriter s toolkit the complete guide to strategic advertising copy |
| title_sub | the complete guide to strategic advertising copy |
| topic | Advertising copy Handbooks, manuals, etc |
| topic_facet | Advertising copy Handbooks, manuals, etc |
| work_keys_str_mv | AT bermanmargo thecopywriterstoolkitthecompleteguidetostrategicadvertisingcopy |