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Foreword
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
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 In-Shop Media
Presenting to Agency Big Dads
Presenting to Client
Getting Along in the Agency
The End of the Road
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Add The Craft of Copywriting, This book is designed to serve as a step-by-step guide to writing effective advertising copy, with each chapter serving as a building block for the next. Covered in the book are the various aspects that need to be considered in order to write powerful adv, The Craft of Copywriting to the inventory that you are selling on WonderClubX
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Add The Craft of Copywriting, This book is designed to serve as a step-by-step guide to writing effective advertising copy, with each chapter serving as a building block for the next. Covered in the book are the various aspects that need to be considered in order to write powerful adv, The Craft of Copywriting to your collection on WonderClub |