ISBN 9780761994244,Transformative Links Between Higher and Basic EducationMapping the Field

Transformative Links Between Higher and Basic EducationMapping the Field


SAGE Response



SAGE Response

Publication Year 2000

ISBN 9780761994244

ISBN-10 0761994246


Number of Pages 288 Pages
Language (English)

Information Technology

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. Table of Contents Foreword by COSSY ROSARIO Preface So You`ve Joined an Agency, so What? The Creative Spark The Principle of Show and Don`t Tell Sell the Sizzle not the Steak Anatomy of a Press Ad The Loch Ness 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 References Index