{"product_id":"content-and-copywriting-isbn-9781119866503","title":"Content and Copywriting","description":"\u003cb\u003eLearn to create powerful, strategic copy for multiple channels, platforms, and storytelling templates\u003c\/b\u003e \u003cp\u003eToday, just writing strong content or catchy copy isn’t enough. You must also know how to create gripping messages and interactive engagement.\u003c\/p\u003e \u003cp\u003eContent 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.\u003c\/p\u003e \u003cp\u003eAs 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.\u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cp\u003eFeaturing 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One Content Writing: Content Versus Copywriting 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 The Shareable Word: Content Creation Process 3\u003c\/p\u003e \u003cp\u003e2 The Digital Storytelling Word: Audience Engagement 40\u003c\/p\u003e \u003cp\u003e3 The Template Word: Visual Engagement for Cross- platform Use 89\u003c\/p\u003e \u003cp\u003e4 The Experiential Word: Immersive, MR (Mixed Reality), and Interactive Engagement 115\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two Copywriting for Three Platforms: 1) Video, 2) Audio, 3) Print, plus Cross-platform Campaigns 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5 The Persuasive Word: Strategy ABCs: Audience, Benefits, and Creative Briefs 153\u003c\/p\u003e \u003cp\u003e6 The Strategic Word: Strategy Categories 171\u003c\/p\u003e \u003cp\u003e7 The Animated Word: TV, Interactive Spots, and Video Scripts 192\u003c\/p\u003e \u003cp\u003e8 The Spoken Word: Radio Script Writing and Formats 237\u003c\/p\u003e \u003cp\u003e9 The Chosen Word: Copywriting Techniques 274\u003c\/p\u003e \u003cp\u003e10 The Sticky Word: Headline and Slogan Techniques 289\u003c\/p\u003e \u003cp\u003e11 The Written Word: Print Ads, Posters, Brochures, and More 308\u003c\/p\u003e \u003cp\u003e12 The Ambient and Moving Word: Out- of- home and Transit 347\u003c\/p\u003e \u003cp\u003e13 The Abridged Word: Small- space Writing:Direct Mail, Package Copy, Coupons, Freebies, etc 381\u003c\/p\u003e \u003cp\u003e14 The Cross- platform Word: Integrated Campaigns: Traditional, Social Media, and Interactive 413\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Resources 467\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Short, Handy List of Resource Links 469\u003c\/p\u003e \u003cp\u003eTerminology 475\u003c\/p\u003e \u003cp\u003eSuggested Reading 487\u003c\/p\u003e \u003cp\u003eIndex 489\u003c\/p\u003e “Her practical advice and real-world examples make this an invaluable resource for marketers, copywriters, and content creators. You’ll discover the tools and develop the mindset needed to succeed as a content creator and copywriter.” \u003cbr\u003e- IEEE Professional Communication Society \u003cb\u003eMARGO BERMAN\u003c\/b\u003e 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.","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47988984381669,"sku":"NP9781119866503","price":53.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119866503.jpg?v=1761782316","url":"https:\/\/k12savings.com\/products\/content-and-copywriting-isbn-9781119866503","provider":"K12savings","version":"1.0","type":"link"}