000			03824nam a2200325 i 4500
001			45352
008			130208s2013 nyum b a001 0 eng
010			_a2013004842
020			_a9780393733860 _q(paperback)
020			_a0393733866 _q(paperback)
035			_a(OCoLC)811599470
040			_aDLC _erda _beng _cDLC _dYDX _dBTCTA _dBDX _dOCLCO _dYDXCP _dVP@ _dCDX _dOCLCF _dMUU _dBAUN
049			_aBAUN_MERKEZ
050	0	0	_aHF5823 _b.F43 2013
082	0	0	_223
100	1		_aFelton, George, _d1947-
245	1	0	_aAdvertising : _bconcept and copy / _cGeorge Felton.
250			_aThird edition.
264		1	_aNew York : _bW.W. Norton & Company, _c[2013]
300			_a320 pages : _bcolor illustrations ; _c28 cm.
336			_atext _btxt _2rdacontent.
336			_astill image _bstill image _2rdacontent.
337			_aunmediated _bn _2rdamedia.
338			_avolume _bnc _2rdacarrier.
504			_aIncludes bibliographical references and index.
505	0	0	_tPart One: Strategy. Creating an Advertising Strategy ; Researching Your Client's Product ; Understanding Consumer Behavior ; Analyzing the Marketplace ; Defining Strategic Approaches ; Developing the Creative Brief. _t-- Part Two: Execution. Telling Stories ; Thinking in Words and Pictures ; Words I: Establishing Voice ; Words II: Writing Well ; Interactive Advertising and Social Media ; Television and Video ; Radio ; Other Media and Genres. _t-- Part Three: The Toolbox. How to Be Creative ; How to Write a Headline ; How to Create Slogans, Theme Lines, and Names ; The Power of Fact ; Testimonials: The Power of Personality ; Two-fers: Comparisons, Before and After, and Other Dualities ; Reversal ; Visual Metaphor ; Verbal Metaphor ; Postmodern Advertising ; Human Truth ; Grace Notes.
520			_a"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."--Publisher's website.
650		0	_aAdvertising.
942			_2lcc _cKT
999			_c45609 _d45609