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Advertising: Concept and Copy / Edition 2

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Overview

The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully.
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.

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Editorial Reviews

Choice
“The crisp writing style and attractive layout and photography make this book as appealing as the ads it describes...Highly recommended.”
Adbrands.net
“Comprehensive.... A thorough and informative study.”
Nick Morgan
“This book should be handed out to every freshman in college instead of taking that freshman comp class. It’s a beautifully written and illustrated exposition of everything you need to know about writing lucid, funny, eye-grabbing, thought-provoking copy, whether for the Web, journalism, or longer forms—like books. Read this instead of Strunk and White; it’s much more useful and to the point.”
Byron Ferris
“Felton has not just written a course on copywriting techniques, but rather a travelogue through the land of thinking. . . . Even the most long-suffering, jaded, cynical agency ad person will benefit from having this book in the desk drawer and secretly dipping into the ‘Toolbox.’”
Christopher Cole
“Finally a book that strips away some of the smoke and mirrors of the creative process and gives students a groundwork for concepting an advertisement. I would recommend it to anyone considering this profession.”
Steve Stone
“Full of incredibly useful stuff that will make anyone thinking about getting into advertising up to speed on the most important part: the Idea.”
Symon Morris
“The best advertising book I have ever read. Most books overextend with power phrases and industry lingo. Advertising: Concept and Copy, on the other hand, speaks superbly to anybody. I think it’s the clearest and most concise text yet produced for the advertising professional, covering all the most relevant topics without being boring or technical. It’s practical, intelligent, relevant—and my secret weapon.”
Simon Morris
“The best advertising book I have ever read. Most books overextend with power phrases and industry lingo. Advertising: Concept and Copy, on the other hand, speaks superbly to anybody. I think it’s the clearest and most concise text yet produced for the advertising professional, covering all the most relevant topics without being boring or technical. It’s practical, intelligent, relevant—and my secret weapon.”
Midwest Book Review
“The updated third edition . . . continues to provide new generations with a powerful, in-depth approach to creative advertising routines . . . . [A] recommended pick for any business library.”
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Product Details

  • ISBN-13: 9780393731590
  • Publisher: Norton, W. W. & Company, Inc.
  • Publication date: 4/10/2006
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 256
  • Product dimensions: 8.60 (w) x 11.00 (h) x 0.70 (d)

Meet the Author

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

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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
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