000			03954cam a22004218i 4500
001			23320880
003			CSPC
005			20261009143303.0
008			230918t20242024nju 001 0 eng c
010			_a 2023042918
020			_a9781119866503 _q(paperback)
035			_a23320880
040			_aMdU/DLC _beng _erda _cMdU _dDLC _dCSPC
042			_apcc
050	0	0	_aHF5825 _b.B467 2024
082	0	0	_a659.132 _bB456c _223/eng/20231107
100	1		_aBerman, Margo, _d1947- _eauthor.
245	1	0	_aContent and copywriting : _bthe complete toolkit for strategic marketing / _cMargo Berman.
250			_aSecond edition.
263			_a2401
264		1	_aHoboken, New Jersey : _bWiley-Blackwell, _c2024.
300			_axxxv, 506 pages : _bcolor illustrations ; _c25 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aIncludes index.
500			_aFirst edition published in 2012 as "The copywriter's toolkit : the complete guide to strategic advertising copy."
505	0		_aPart 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			_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	_aMarketing _vHandbooks, manuals, etc.
710	2		_aJohn Wiley & Sons, _epublisher.
776	0	8	_iOnline version: _aBerman, Margo, 1947- _tContent and copywriting. _bSecond edition _dHoboken, NJ : Wiley-Blackwell, 2024 _z9781119866510 _w(DLC) 2023042919
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _e23 _h659.132 _iB456c _kCIR _m2024 _n0
999			_c33692 _d33692