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Advertising: Concept and Copy

English

By (author): George Felton

A classic text now in a new edition, George Feltons 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 adsfrom what to say to how to say it. 

Part 1, Strategies, operates on the premise that the idea beneath an ads 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 copywriters commandcreating a distinctive brand voice, telling stories, using language powerfully and originallyas 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 writers copywriting text.

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Product Details
  • Weight: 1134g
  • Dimensions: 216 x 277mm
  • Publication Date: 06 Sep 2013
  • Publisher: WW Norton & Co
  • Publication City/Country: United States
  • Language: English
  • ISBN13: 9780393733860

About George Felton

George Felton is a writer and professor emeritus of English at Columbus College of Art & Design in Ohio where he has taught composition and copywriting. His essays have appeared in The New York Times Advertising Age Brandweek HOW The Chronicle of Higher Education Academe The Los Angeles Times The Wall Street Journal and Newsweek. They have been reprinted in many textbooks and anthologies including Fields of Reading Ken Macrories Telling Writing Minutes of The Lead Pencil Club Media Journal Quick Takes Reading and Writing Short Arguments Patterns for a Purpose and Maxine Paetros How to Put Your Book Together to Get a Job in Advertising. Mr. Felton was a copywriter for projects selected by Communication Arts HOW and Print magazines and by the American Center for Design for The 100 Show. He has been a panelist at The One Club a contributor to the Bread Loaf Writers Conference and a speaker at Harvards Graduate School of Design. He received an Individual Artist Fellowship from the Greater Columbus Arts Council (GCAC) and a Columbus Literary Award from GCAC and Thurber House. Mr. Felton was educated at Duke University DePauw University and The Ohio State University.

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