Table of contents
Foreword Cossy Rosario - Cossy Rosario;
Preface;
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;
Appendix: Top 100 Campaigns of the Century;
References;
Index