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Informationen zum Autor 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. Klappentext Learn to create powerful, strategic copy for multiple channels, platforms, and storytelling templates Today, just writing strong content or catchy copy isn't enough. You must also know how to create gripping messages and interactive engagement. Content and Copywriting: The Complete Toolkit for Strategic Marketing is your one-stop resource to sharpen your skills and explore innovative methods to reach your audience. This comprehensive real-world guide helps you create content for any device and consumer touchpoint by seamlessly integrating social media writing and advertising copywriting. As an award-winning copywriter, producer/director, and professor, Margo Berman explains conceptual strategies and writing techniques to develop dynamic copy for a wide range of traditional and emerging media. This step-by-step approach offers specific instructions for writing websites, blogs, social media, direct mail, product packaging, viral marketing, radio, television, and videos. This work also analyzes immersive, experiential, augmented, mixed, and virtual reality content, then presents tips to maximize results. This updated and expanded second edition contains dozens of new TV and radio storyboards and scripts, charts and infographics, templates and writing tips, exercises and examples, terminology lists, plus over 100 new images of innovative marketing campaigns. It also covers shareable content, digital storytelling, headline and slogan techniques, and interactive experiences. In addition, there is a valuable section with skill-building resources, references, and suggested readings. Featuring an extensive collection of innovative visual examples, content writing templates, and teaching and learning resources, Content and Copywriting: The Complete Toolkit for Strategic Marketing is the ideal textbook for undergraduate courses in advertising, communications, public relations, and integrated marketing, and an invaluable reference for graduate students and professionals alike. Zusammenfassung Provides what every writer needs to create powerful, strategic copy for multiple channels and platformsContent and Copywriting: The Complete Toolkit for Strategic Marketing is a one-stop resource for writers in all communications fields who want to hone their skills and learn new ways to reach their audiences. Written by an award-winning copywriter, producer, and director, this comprehensive guide supplies the concepts, strategies, and techniques needed to consistently produce result-driven copy for everything from social media and interactive marketing to television, radio, transit, print and experiential campaigns. With a real-world approach, author Margo Berman clearly explains successful strategies and effective writing techniques while offering invaluable tips from industry professionals.Extensively updated throughout, Content and Copywriting contains dozens of new references: (1) TV and radio storyboards and scripts, (2) charts and infographics, (3) social media templates, (4) writing tips, (5) relevant exercises, and (6) 100 images of innovative marketing campaigns. There is also expanded coverage of shareable content, digital storytell...
