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

Overview

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
  • ...
See more details below
Paperback (New Edition)
$51.79
BN.com price
(Save 16%)$61.95 List Price

Pick Up In Store

Reserve and pick up in 60 minutes at your local store

Other sellers (Paperback)
  • All (15) from $34.40   
  • New (10) from $37.69   
  • Used (5) from $34.40   
The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$35.99
BN.com price
(Save 41%)$61.95 List Price

Overview

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
Read More Show Less

What People Are Saying

From the Publisher
“From strategy fundamentals to executional tips from some of the industry’s best, beginning writers and veterans alike will appreciate using The Copywriter’s Toolkit to help them get started—or even clear away the cobwebs.”
- Tom Denari, President, Young & Laramore

The Copywriter's Toolkit is one of the few books I have read that applies to the meeting room as much as the classroom. I found the relationship between strategy and execution to be right on. I highly recommend it.”
- Joe Zubizarreta, CEA, Zubi Advertising Services

“Berman has succeeded in explaining the entire, global, advertising ecosystem in one comprehensive, easy-to-read book.”
- Pippa Seichrist, President, Cofounder, Miami Ad School

Read More Show Less

Product Details

  • ISBN-13: 9781405199537
  • Publisher: Wiley
  • Publication date: 9/11/2012
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 396
  • Sales rank: 840,736
  • Product dimensions: 7.40 (w) x 9.60 (h) x 0.60 (d)

Meet the 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).

Read More Show Less

Table of Contents

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

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)