Advertising Concept and Copy

Name: Advertising Concept and Copy
Price: 5.42 USD
Availability: InStock
ISBN: 9780393731590

ISBN-10: 0393731596

ISBN-13: 9780393731590

Edition: 2nd 2005

Authors: George Felton

List price: $60.00

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Description:

How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways. Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. 250 illustrations.

Book details

List price: $60.00
Edition: 2nd
Copyright year: 2005
Publisher: W. W. Norton & Company, Incorporated
Publication date: 4/17/2006
Binding: Paperback
Pages: 256
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 2.244

George Felton teaches writing and copywriting at Columbus College of Art & Design in Ohio.




Strategies



Creating an Advertising Strategy



Research Your Product



Understand Consumer Behavior



Analyze the Marketplace



Write the Strategy Statement



Kinds of Strategies



Executions



Headlines & Visuals: Thinking in Words and Pictures



Body Copy I: Voice



Body Copy II: Writing Well



Graphic Design



TV



Radio



Other Advertising Genres



The Toolbox



How to be Creative



The Power of Fact



Testimonials: The Power of Personality



"Two-Fers"



Reversal



Metaphor Making



Fused Metaphors: The Metamorphoses



Verbal Metaphor—Or Give It Another Name


Index