The Craft of Copywriting

by June A. Valladares

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 advertising copy, form defining a proposition and marrying the copy to the visual, to writing for television and the multimedia. A unique feature of the book is the inclusion of "guest" pieces written by some of India's internationally acclaimed advertising "greats". The book includes a number of advertisements, illustrations, cartoons, exercises and learning assignments and concludes by a description of the top 100 campaigns of the twentieth century.

285 pages, Paperback

First published January 1, 2000