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Advertising Concept & Copy Concept and Copy

Name: Advertising Concept & Copy
Author: George Felton

Auteur: George Felton

Taal: Engels

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Auteur: George Felton G. Felton

Co-auteur: George Felton

Engels
Paperback
9780393733860
06 september 2013
320 pagina's

Alle productspecificaties

Samenvatting

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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Inhoud

Taal: en
Bindwijze: Paperback
Oorspronkelijke releasedatum: 06 september 2013
Aantal pagina's: 320
Illustraties: Nee

Betrokkenen

Hoofdauteur: George Felton
Tweede Auteur: G. Felton
Co Auteur: George Felton
Hoofduitgeverij: W W Norton & Co Inc

Vertaling

Originele titel: Advertising: Concept and Copy, Second Edition

Overige kenmerken

Editie: 3
Extra groot lettertype: Nee
Product breedte: 216 mm
Product hoogte: 23 mm
Product lengte: 277 mm
Studieboek: Ja
Verpakking breedte: 215 mm
Verpakking hoogte: 21 mm
Verpakking lengte: 275 mm
Verpakkingsgewicht: 1033 g

EAN

EAN: 9780393733860

Je vindt dit artikel in

Categorieën: Kunst & Fotografie

Managementboeken

Industrieel ontwerp

Sales & Marketing

Adverteren

Boeken
Beschikbaarheid: Leverbaar
Taal: Engels
Boek, ebook of luisterboek?: Boek
Studieboek of algemeen: Algemene boeken

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