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Advertising : concept and copy

By: Felton, GeorgeMaterial type: Text

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.

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

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Title notes ( 3 )
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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	659.1 FEL (Browse shelf(Opens below))	Available		012100

Total holds: 0

Browsing Main Library shelves, Shelving location: Reference, Collection: Reference Close shelf browser (Hides shelf browser)

Previous								Next
Previous	659.1 ARE Contemporary advertising.	659.1 BAR The advertising concept book : think now, design later : a complete guide to creative ideas, strategies and campaigns	659.1 CLO Integrated advertising, promotion, and marketing communications.	659.1 FEL Advertising : concept and copy	659.1 LAN Kleppner's advertising procedure	659.1 PRI Creative advertising : ideas and techniques from the world's best campaigns	659.1 WIL The Fundamentals of Advertising	Next

Includes index

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.

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

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