MARC details
| 000 -LEADER |
|---|
| fixed length control field |
03954cam a22004218i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
23320880 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
CSPC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20261009143303.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
230918t20242024nju 001 0 eng c |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2023042918 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781119866503 |
| Qualifying information |
(paperback) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
23320880 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MdU/DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
MdU |
| Modifying agency |
DLC |
| -- |
CSPC |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5825 |
| Item number |
.B467 2024 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.132 |
| Item number |
B456c |
| Edition number |
23/eng/20231107 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Berman, Margo, |
| Dates associated with a name |
1947- |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Content and copywriting : |
| Remainder of title |
the complete toolkit for strategic marketing / |
| Statement of responsibility, etc. |
Margo Berman. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Second edition. |
| 263 ## - PROJECTED PUBLICATION DATE |
|---|
| Projected publication date |
2401 |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Hoboken, New Jersey : |
| Name of producer, publisher, distributor, manufacturer |
Wiley-Blackwell, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2024. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxxv, 506 pages : |
| Other physical details |
color illustrations ; |
| Dimensions |
25 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes index. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
First edition published in 2012 as "The copywriter's toolkit : the complete guide to strategic advertising copy." |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part One. Content writing: content versus copywriting -- The shareable word: 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 -- Part Two. Copywriting for three platforms: 1) video, 2) audio, 3) 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 chosen 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 -- Part Three. Resources -- A short, handy list of resource links -- Terminology -- Suggested reading -- Index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
"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"-- |
| Assigning source |
Provided by publisher. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising copy |
| Form subdivision |
Handbooks, manuals, etc. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| Form subdivision |
Handbooks, manuals, etc. |
| 710 2# - ADDED ENTRY--CORPORATE NAME |
|---|
| Corporate name or jurisdiction name as entry element |
John Wiley & Sons, |
| Relator term |
publisher. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Relationship information |
Online version: |
| Main entry heading |
Berman, Margo, 1947- |
| Title |
Content and copywriting. |
| Edition |
Second edition |
| Place, publisher, and date of publication |
Hoboken, NJ : Wiley-Blackwell, 2024 |
| International Standard Book Number |
9781119866510 |
| Record control number |
(DLC) 2023042919 |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ecip |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |
| Edition |
23 |
| Classification part |
659.132 |
| Item part |
B456c |
| Call number prefix |
CIR |
| Call number suffix |
2024 |
| Suppress in OPAC |
No |