TY  - BOOK
AU  - Felton, George 
TI  - Advertising : concept and copy
SN  - 9780393731590
U1  - 659.1 
PY  - 2006///
CY  - New York : 
PB  - W.W. Norton, 
KW  - Advertising
N1  - 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
N2  - How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways
ER  -