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The craft of copywriting / June A. Valladares.

By: Material type: TextTextSeries: Response BksPublication details: New Delhi ; Thousand Oaks, Calif. : Response Books, 2000.Description: 1 online resource (285 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9789351500179
  • 9351500179
Subject(s): Genre/Form: Additional physical formats: Print version:: Craft of copywriting.DDC classification:
  • 659.13/2 21
LOC classification:
  • HF5825 .V35 2000
Online resources:
Contents:
Intro; Title; Copyright; Contents; Foreword; Preface; Acknowledgements; 1. So You've Joined an Ad Agency, So What?; 2. The Creative Spark; 3. The Principle of Show, Don't Tell; 4. Sell the Sizzle, Not the Steak; 5. The Anatomy of a Press Ad; 6. The Loch Ness Monster; 7. Agency Brief and Advertising Strategy; 8. Creative Brief and Creative Strategy; 9. Target Audience; 10. Tone of Voice; 11. Brand Image; 12. The Proposition; 13. The Brand Positioning Statement; 14. Brainstorming and the Big Idea; 15. Marriage of Copy and Visual; 16. Getting Set to Create: The Press Ad
17. From Propositions to Headlines18. Building the Body Copy; 19. A Classic is Forever; 20. Crafting Copy for Direct Mail; 21. Writing for Television; 22. Writing for Radio and Multimedia; 23. Writing for In-Shop Media; 24. Writing for Outdoor Media; 25. Presenting to Agency Big Dads; 26. Presenting to the Client; 27. Getting Along in the Agency; 28. The End of the Road; Appendix: Top 100 Advertising Campaigns of the Century; References; Index; About the Author
Action note:
  • digitized 2014 HathiTrust Digital Library committed to preserve
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Includes bibliographical references (page 283) and index.

Print version record.

Use copy Restrictions unspecified star MiAaHDL

Electronic reproduction. [Place of publication not identified] : HathiTrust Digital Library, 2014. MiAaHDL

Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. MiAaHDL

http://purl.oclc.org/DLF/benchrepro0212

digitized 2014 HathiTrust Digital Library committed to preserve pda MiAaHDL

Intro; Title; Copyright; Contents; Foreword; Preface; Acknowledgements; 1. So You've Joined an Ad Agency, So What?; 2. The Creative Spark; 3. The Principle of Show, Don't Tell; 4. Sell the Sizzle, Not the Steak; 5. The Anatomy of a Press Ad; 6. The Loch Ness Monster; 7. Agency Brief and Advertising Strategy; 8. Creative Brief and Creative Strategy; 9. Target Audience; 10. Tone of Voice; 11. Brand Image; 12. The Proposition; 13. The Brand Positioning Statement; 14. Brainstorming and the Big Idea; 15. Marriage of Copy and Visual; 16. Getting Set to Create: The Press Ad

17. From Propositions to Headlines18. Building the Body Copy; 19. A Classic is Forever; 20. Crafting Copy for Direct Mail; 21. Writing for Television; 22. Writing for Radio and Multimedia; 23. Writing for In-Shop Media; 24. Writing for Outdoor Media; 25. Presenting to Agency Big Dads; 26. Presenting to the Client; 27. Getting Along in the Agency; 28. The End of the Road; Appendix: Top 100 Advertising Campaigns of the Century; References; Index; About the Author

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