Advertising Concept and Copy 3rd Edition by George Felton 9780393733860 0393733866

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Product details:

ISBN 10: 0393733866

ISBN 13: 9780393733860

Author: George Felton

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.

Table of contents:

Part One: Strategy
Chapter 1: Creating an Advertising Strategy
Chapter 2: Researching Your Client’s Product
Chapter 3: Understanding Consumer Behavior
Chapter 4: Analyzing the Marketplace
Chapter 5: Defining Strategic Approaches
Chapter 6: Developing the Creative Brief

Part Two: Execution
Chapter 7: Telling Stories
Chapter 8: Thinking in Words and Pictures
Chapter 9: Words I: Establishing Voice
Chapter 10: Words II: Writing Well
Chapter 11: Interactive Advertising and Social Media
Chapter 12: Television and Video
Chapter 13: Radio
Chapter 14: Other Media and Genres

Part Three: The Toolbox
Chapter 15: How to Be Creative
Chapter 16: How to Write a Headline
Chapter 17: How to Create Slogans, Theme Lines, and Names
Chapter 18: The Power of Fact
Chapter 19: Testimonials: The Power of Personality
Chapter 20: Two-fers: Comparisons, Before and After, and Other Dualities
Chapter 21: Reversal
Chapter 22: Visual Metaphor
Chapter 23: Verbal Metaphor
Chapter 24: Postmodern Advertising
Chapter 25: Human Truth
Chapter 26: Grace Notes

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Tags: George Felton, Advertising, Concept, Copy