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Advertising : concept and copy

Author: George Felton
Publisher: New York : W.W. Norton, ©2006.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways.

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Document Type: Book
All Authors / Contributors: George Felton
ISBN: 0393731596 9780393731590
OCLC Number: 60826698
Description: 256 pages : illustrations (some color) ; 28 cm
Contents: Creating an advertising strategy --
Researching your client's product --
Understanding consumer behavior --
Analyzing the marketplace --
Defining strategic approaches --
Developing the creative brief --
Headlines and visuals : thinking in words and pictures --
Body copy I : establishing voice --
Body copy II : writing well --
Television --
Radio --
Other media and genres --
How to be creative --
How to write a headline --
The power of fact --
Testimonials : the power of personality --
"Two-fers" : comparisons, before and after, and other dualities --
Reversal --
Metaphor --
Verbal metaphor --
Postmodern advertising --
Human truth --
Grace notes.
Responsibility: George Felton.

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"The crisp writing style and attractive layout and photography make this book as appealing as the ads it describes...Highly recommended." -- Choice "Comprehensive.... A thorough and informative Read more...

 
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