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The craft of copywriting/ June A. Valladares

By: Valladares, June AMaterial type: Text

TextPublication details: New Delhi: Response Books, 2000Description: 285 p. : ill. ; 26 cmISBN: 9789351500179Subject(s): Advertising copyDDC classification: 659.132

Contents:

Foreword - Cossy Rosario So You've Joined an Agency, so What? The Creative Spark The Principle of Show Don't Tell Sell the Sizzle not the Steak Anatomy of a Press Ad The Lochness Monster Agency Brief and Advertising Strategy Creative Brief and Creative Strategy Target Audience Tone of Voice Brand Image The Proposition The Brand Positioning Statement Brainstorming and the Big Idea The Marriage of Copy and Visual Getting Set to Create The Press Ad From Proposition to Headline Building the Body Copy A Classic Is Forever Crafting Copy for Direct Mail Writing for Television Writing for Radio and Multimedia Writing for In-Shop Media Writing for Outdoor Media Presenting to Agency Big Dads Presenting to Client Getting Along in the Agency The End of the Road

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University General Book Section	659.132 VAL/T (Browse shelf(Opens below))	Available		P08317

Total holds: 0

Foreword - Cossy Rosario
So You've Joined an Agency, so What?
The Creative Spark
The Principle of Show Don't Tell
Sell the Sizzle not the Steak
Anatomy of a Press Ad
The Lochness Monster
Agency Brief and Advertising Strategy
Creative Brief and Creative Strategy
Target Audience
Tone of Voice
Brand Image
The Proposition
The Brand Positioning Statement
Brainstorming and the Big Idea
The Marriage of Copy and Visual
Getting Set to Create
The Press Ad
From Proposition to Headline
Building the Body Copy
A Classic Is Forever
Crafting Copy for Direct Mail
Writing for Television
Writing for Radio and Multimedia
Writing for In-Shop Media
Writing for Outdoor Media
Presenting to Agency Big Dads
Presenting to Client
Getting Along in the Agency
The End of the Road

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