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The Resource Advertising : concept and copy, George Felton

Advertising : concept and copy, George Felton

Label
Advertising : concept and copy
Title
Advertising
Title remainder
concept and copy
Statement of responsibility
George Felton
Creator
Subject
Language
eng
Summary
  • A classic text now in a new edition, George Felton's Advertising: Concept and Copy is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads— from what to say to how to say it. Part 1, Strategies, operates on the premise that the idea beneath an ad's surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter's command— creating a distinctive brand voice, telling stories, using language powerfully and originally— as well as the wide variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work
  • In brief, this book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways. The new edition features greatly expanded discussions of guerrilla advertising, interactive advertising, brand voice, storytelling, and the use of social media. Hundreds of ads in full color, both in the book and on an accompanying Web site, demonstrate the best in television, radio, print, and interactive advertising. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer's copywriting text
http://library.link/vocab/creatorDate
1947-
http://library.link/vocab/creatorName
Felton, George
Dewey number
659.1
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Advertising
  • Advertising copy
Label
Advertising : concept and copy, George Felton
Instantiates
Publication
Note
Previous ed.: 2006
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Content category
  • still image
  • text
Contents
Contents note: pt. 1.Creating an Advertising Strategy -- 2.Researching Your Client's Product -- 3.Understanding Consumer Behavior -- 4.Analyzing the Marketplace -- 5.Defining Strategic Approaches -- 6.Developing the Creative Brief -- pt. TWO EXECUTION -- 7.Telling Stories -- 8.Thinking in Words and Pictures -- 9.Words I: Establishing Voice -- 10.Words II: Writing Well -- 11.Interactive Advertising and Social Media -- 12.Television and Video -- 13.Radio -- 14.Other Media and Genres -- pt. THREE THE TOOLBOX -- 15.How to Be Creative -- 16.How to Write a Headline -- 17.How to Create Slogans, Theme Lines, and Names -- 18.The Power of Fact -- 19.Testimonials: The Power of Personality -- 20.Two-fers: Comparisons, Before and After, and Other Dualities -- 21.Reversal -- 22.Visual Metaphor -- 23.Verbal Metaphor -- 24.Postmodern Advertising -- 25.Human Truth -- 26.Grace Notes
Control code
000050516328
Dimensions
28 cm.
Edition
Third edition.
Extent
320 pages
Isbn
9780393733860
Isbn Type
(pbk.)
Other physical details
color illustrations
Label
Advertising : concept and copy, George Felton
Publication
Note
Previous ed.: 2006
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Content category
  • still image
  • text
Contents
Contents note: pt. 1.Creating an Advertising Strategy -- 2.Researching Your Client's Product -- 3.Understanding Consumer Behavior -- 4.Analyzing the Marketplace -- 5.Defining Strategic Approaches -- 6.Developing the Creative Brief -- pt. TWO EXECUTION -- 7.Telling Stories -- 8.Thinking in Words and Pictures -- 9.Words I: Establishing Voice -- 10.Words II: Writing Well -- 11.Interactive Advertising and Social Media -- 12.Television and Video -- 13.Radio -- 14.Other Media and Genres -- pt. THREE THE TOOLBOX -- 15.How to Be Creative -- 16.How to Write a Headline -- 17.How to Create Slogans, Theme Lines, and Names -- 18.The Power of Fact -- 19.Testimonials: The Power of Personality -- 20.Two-fers: Comparisons, Before and After, and Other Dualities -- 21.Reversal -- 22.Visual Metaphor -- 23.Verbal Metaphor -- 24.Postmodern Advertising -- 25.Human Truth -- 26.Grace Notes
Control code
000050516328
Dimensions
28 cm.
Edition
Third edition.
Extent
320 pages
Isbn
9780393733860
Isbn Type
(pbk.)
Other physical details
color illustrations

Library Locations

    • Lionel Bowen Library and Community CentreBorrow it
      669-673 Anzac Parade, Marouba, NSW, 2035, AU
      -33.938111 151.237977
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