The craft of copywriting / June A. Valladares.
Material type: TextSeries: Response BksPublication details: New Delhi ; Thousand Oaks, Calif. : Response Books, 2000.Description: 1 online resource (285 pages) : illustrationsContent type:- text
- computer
- online resource
- 9789351500179
- 9351500179
- 659.13/2 21
- HF5825 .V35 2000
- digitized 2014 HathiTrust Digital Library committed to preserve
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Electronic-Books | OPJGU Sonepat- Campus | E-Books EBSCO | Available |
Includes bibliographical references (page 283) and index.
Print version record.
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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
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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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