000			03301cam a22003018i 4500
001			23320880
005			20250327115029.0
008			230918t20242024nju 001 0 eng c
010			_a 2023042918
020			_a9781119866503 _q(paperback)
040			_aMdU/DLC _beng _erda _cMdU _dDLC
042			_apcc
050	0	0	_aHF5825 _b.B467 2024
100			_aBerman, Margo, _d1947- _eauthor.
245	1	0	_aContent and copywriting _b: the complete toolkit for strategic marketing _c/ Margo Berman.
250			_aSecond edition.
264		1	_aHoboken, NJ : _bWiley-Blackwell, _c2024.
264		4	_c©2024
300			_axxxiv, 506 pages : illustrations (chiefly color) ; 25 cm
500			_aIncludes index.
500			_aFirst edition published in 2012 as "The copywriter's toolkit : the complete guide to strategic advertising copy."
505			_aContent writing — content versus copywriting — The shareable word — the content creation process — The digital storytelling word — audience engagement — The template word — visual engagement for cross-platform use — The experiential word — immersive, MR (mixed reality), and interactive engagement — Copywriting for three platforms — video, audio, print, plus cross-platform campaigns — The persuasive word — strategy ABCs: audience, benefits, and creative briefs — The strategic word — strategy categories — The animated word — TV, interactive spots, and video scripts — The spoken word — radio script writing and formats — The chose word — copywriting techniques — The sticky word — headline and slogan techniques — The written word — print ads, posters, brochures, and more — The ambient and moving word — out-of-home and transit — The abridged word — small-space writing: direct mail, package copy, coupons, freebies, etc. — The cross-platform word — integrated campaigns: traditional, social media, and interactive — Resources.
520			_a"With the shift from copywriting and public relations writing to content writing, writers in all communications fields must learn new ways to reach their audiences. Messaging has moved from brand-centric selling to information-to-consumer storytelling. Marketers in all positions often must know both kinds of delivery: content writing and copywriting. What was once under the domain of ad agency media planners is now in the hands of many writers, who often handle scheduling and calendaring. What was once just social media has morphed into cross-disciplinary delivery that includes shareable and shoppable content. Today more than ever, communicators need to master myriad formats and storytelling templates. This comprehensively updated new text will include lists that compare the differences between content writers and copywriters to clarify terminology, as well as infographics and content-writing templates or examples. It will provide a thorough overview of and introduction to writing strategic copy and creating content in order to reach any kind of audience across a multitude of different platforms"-- _cProvided by publisher.
650		0	_aAdvertising copy _vHandbooks, manuals, etc.
650		0	_aStorytelling _98216
650		0	_aCommunication in marketing _xHandbooks, manuals, etc. _96963
942			_2lcc
999			_c4602 _d4602