You are here

The Craft of Copywriting
Share

The Craft of Copywriting

First Edition

Other Titles in:
Advertising & Promotion

June 2000 | 288 pages | SAGE Response
Written by a professional copywriter and trainer who rose to become the creative director of one of India`s leading advertising agency, this unique book provides provides an insider`s insight into the nuances of copywriting. Using a direct and anecdotal style, June Valladares shares her experience and `secrets` that made her an acclaimed copywriting professional. This book is designed as a step-by-step guide to writing advertising copy that sells with each chapter serving as a building block for the next. A unique feature of the book is the inclusion of `guest` pieces by some of India`s advertising `greats`, such as Gerson da Cunha, Alyque Padamsee, Roda Mehta and Frank Simoes.
Cossy Rosario
Foreword Cossy Rosario
 
Preface
 
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
 
Appendix: Top 100 Campaigns of the Century
 
References
 
Index

Preview this book

June A Valladares

Purchasing options

Please select a format:

ISBN: 9780761994244
₹795.00