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. INDICE: Foreword Cossy Rosario - Cossy RosarioPrefaceSo You've Joined an Agency, so What?The Creative SparkThe Principle of Show Don't TellSell the Sizzle not the SteakAnatomy of a Press AdThe Lochness MonsterAgency Brief and Advertising StrategyCreative Brief and Creative StrategyTarget AudienceTone of VoiceBrand ImageThe PropositionThe Brand Positioning StatementBrainstorming and the Big IdeaThe Marriage of Copy and VisualGetting Set to Create: The Press AdFrom Proposition to HeadlineBuilding the Body CopyA Classic Is ForeverCrafting Copy for Direct MailWriting for TelevisionWriting for Radio and MultimediaWriting for In-Shop MediaWriting for Outdoor MediaPresenting to Agency Big DadsPresenting to ClientGetting Along in the AgencyThe End of the RoadAppendix: Top 100 Campaigns of the CenturyReferencesIndex
- ISBN: 978-0-7619-9424-4
- Editorial: SAGE Publications Pvt. Ltd
- Encuadernacion: Rústica
- Páginas: 288
- Fecha Publicación:
- Nº Volúmenes: 1
- Idioma:
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