Leseprobe
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The Copywriter's Toolkit
Margo Berman
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Links auf reinlesen.de sind sogenannte Affiliate-Links. Wenn du auf so einen Affiliate-Link klickst und über diesen Link einkaufst, bekommt reinlesen.de von dem betreffenden Online-Shop oder Anbieter eine Provision. Für dich verändert sich der Preis nicht.
Sozialwissenschaften, Recht, Wirtschaft / Medien, Kommunikation
Beschreibung
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
Rezensionen
"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."
"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."
"Berman has succeeded in explaining the entire, global, advertising ecosystem in one comprehensive, easy-to-read book."
Kundenbewertungen
Massenkommunikation, Communication & Media Studies, Kommunikation u. Medienforschung, Mass Communication, Public Relations & Advertising, Werbung, Öffentlichkeitsarbeit u. Werbung