| Description |
1 online resource (285 pages) : illustrations. |
| Physical Medium |
monochrome |
| Description |
text file |
| Series |
Response Bks.
|
|
Response Bks.
|
| Bibliography |
Includes bibliographical references (page 283) and index. |
| Access |
Use copy Restrictions unspecified MiAaHDL |
| Reproduction |
Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2011. MiAaHDL |
| System Details |
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. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL |
| Processing Action |
digitized 2011 HathiTrust Digital Library committed to preserve MiAaHDL |
| 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 |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising copy.
|
|
Advertising copy. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Valladares, June A., 1948- Craft of copywriting. New Delhi ; Thousand Oaks, Calif. : Response Books, 2000 (DLC) 00021782 (OCoLC)43385078 |
| ISBN |
9789351500179 (electronic book) |
|
9351500179 (electronic book) |
|
8170368979 (India ; hardback) |
|
9788170368977 (India ; hardback) |
|
8170368987 (India ; PB) |
|
9788170368984 (India ; PB) |
|
0761994165 (US ; hardback) |
|
9780761994169 (US ; hardback) |
|
0761994246 (US ; PB) |
|
9780761994244 (US ; PB) |
|
