TY  - BOOK
AU  - Valladares, June A.
TI  - The craft of copywriting
SN  - 9789351500179
U1  - 659.132 
PY  - 2000///
CY  - New Delhi
PB  - Response Books
KW  - Advertising copy
N1  - 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
ER  -