After completing this chapter you should be able to

• Define a brand and a campaign as well as be able to distinguish between the two
• Outline the key elements in a piece of copywriting, including the headline, the body copy and the final paragraph
• Compare and contrast the approaches that copy editors and other media professionals take in terms of writing
• Explain the importance of “tone of voice” in copywriting
• Discuss the value of creativity and the ways in which you can integrate it into your work as a writer