Advertising: Concept and Copy / Edition 2

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Overview

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.

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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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