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The Craft of Copywriting

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
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

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