You are not signed in. Sign in.
Share:
Category Books
- Fiction Books & Literature
- Graphic Novels
- Horror
- Mystery & Crime
- Poetry
- Romance Books
- Science Fiction & Fantasy
- Thrillers
- Westerns
- Ages 0-2
- Ages 3-5
- Ages 6-8
- Ages 9-12
- Teens
- Children's Books
- African Americans
- Antiques & Collectibles
- Art, Architecture & Photography
- Bibles & Bible Studies
- Biography
- Business Books
- Christianity
- Computer Books & Technology Books
- Cookbooks, Food & Wine
- Crafts & Hobbies Books
- Education & Teaching
- Engineering
- Entertainment
- Foreign Languages
- Game Books
- Gay & Lesbian
- Health Books, Diet & Fitness Books
- History
- Home & Garden
- Humor Books
- Judaism & Judaica
- Law
- Medical Books
- New Age & Spirituality
- Nonfiction
- Parenting & Family
- Pets
- Philosophy
- Political Books & Current Events Books
- Psychology & Psychotherapy
- Reference
- Religion Books
- Science & Nature
- Self Improvement
- Sex & Relationships
- Social Sciences
- Sports & Adventure
- Study Guides & Test Prep
- Travel
- True Crime
- Weddings
- Women's Studies
Advertising: Concept and Copy » (2nd Edition)
Authors: George Felton
ISBN-13: 9780393731590, ISBN-10: 0393731596
Format: Paperback
Publisher: Norton, W. W. & Company, Inc.
Date Published: April 2006
Edition: 2nd Edition
Author Biography: George Felton
George Felton teaches writing and copywriting at Columbus College of Art & Design in Ohio.
Book Synopsis
How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways.
Table of Contents
| 1 | Creating an advertising strategy | 10 |
| 2 | Researching your client's product | 14 |
| 3 | Understanding consumer behavior | 23 |
| 4 | Analyzing the marketplace | 31 |
| 5 | Defining strategic approaches | 43 |
| 6 | Developing the creative brief | 57 |
| 7 | Headlines and visuals : thinking in words and pictures | 64 |
| 8 | Body copy I : establishing voice | 76 |
| 9 | Body copy II : writing well | 90 |
| 10 | Television | 105 |
| 11 | Radio | 116 |
| 12 | Other media and genres | 121 |
| 13 | How to be creative | 144 |
| 14 | How to write a headline | 152 |
| 15 | The power of fact | 183 |
| 16 | Testimonials : the power of personality | 189 |
| 17 | "Two-fers" : comparisons, before and after, and other dualities | 195 |
| 18 | Reversal | 201 |
| 19 | Metaphor | 208 |
| 20 | Verbal metaphor | 217 |
| 21 | Postmodern advertising | 226 |
| 22 | Human truth | 235 |
| 23 | Grace notes | 240 |
Subjects
