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The craft of copywriting /
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New Delhi ; Thousand Oaks, Calif. :
Response Books,
2000.
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| Colección: | Response Bks.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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