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Author:   Margo Berman (Florida International University, USA)
Publisher:   John Wiley and Sons Ltd
Imprint:   Wiley-Blackwell
Edition:   2nd edition
Dimensions:   Width: 16.50cm , Height: 2.80cm , Length: 24.10cm
Weight:   0.975kg
ISBN:  

9781119866503

ISBN 10:   1119866502
Pages:   544
Publication Date:   05 September 2024
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Out of stock  
The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available.

Table of Contents

Part One Content Writing: Content Versus Copywriting 1 1 The Shareable Word: Content Creation Process 3 2 The Digital Storytelling Word: Audience Engagement 40 3 The Template Word: Visual Engagement for Cross- platform Use 89 4 The Experiential Word: Immersive, MR (Mixed Reality), and Interactive Engagement 115 Part Two Copywriting for Three Platforms: 1) Video, 2) Audio, 3) Print, plus Cross-platform Campaigns 151 5 The Persuasive Word: Strategy ABCs: Audience, Benefits, and Creative Briefs 153 6 The Strategic Word: Strategy Categories 171 7 The Animated Word: TV, Interactive Spots, and Video Scripts 192 8 The Spoken Word: Radio Script Writing and Formats 237 9 The Chosen Word: Copywriting Techniques 274 10 The Sticky Word: Headline and Slogan Techniques 289 11 The Written Word: Print Ads, Posters, Brochures, and More 308 12 The Ambient and Moving Word: Out- of- home and Transit 347 13 The Abridged Word: Small- space Writing:Direct Mail, Package Copy, Coupons, Freebies, etc 381 14 The Cross- platform Word: Integrated Campaigns: Traditional, Social Media, and Interactive 413 Part Three Resources 467 A Short, Handy List of Resource Links 469 Terminology 475 Suggested Reading 487 Index 489

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Author Information

MARGO BERMAN is Professor of Communication and Kauffman Faculty Scholar at Florida International University. Margo is the author of 16 books, including Street-Smart Advertising, The Brains Behind Great Ad Campaigns, The Copywriter’s Toolkit, and The Blueprint for Strategic Advertising, and is the inventor of tactikPAK™, a patented 10-part, digital learning system. She has created three apps, three MP3s, and two 6-CD award-winning webinar sets, Street-Smart Advertising and More Street-Smart Advertising. She has written academic articles and delivered workshops on creative thinking, strategic branding, and powerful writing, and just completed Mental Peanut Butter to share inspiring, life lessons.

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