Advertising: Concepts and Copying (Third Edition)

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New versions of classic texts on advertising ideas: How to find great ideas and express them fresh and powerful

Now in the classic version of the new edition, George Felton's Advertisement: Concepts and Copy is an innovative advertising creative method. It covers the entire conceptual process, from developing smart strategies to using powerful ad executives - from what to say to how.

Part 1 Strategy operates on the premise that the idea underlying the advertisement determines its success. The first section shows how to research products, understand consumer behaviors, analyze audiences and explore market realities, and then write creative briefs to focus this strategic analysis on specific advertising goals. Part 2 Executions explains how to play strategy. It discusses tools based on the contributor's commands - creating unique brand voices, storytelling, and strong use of language - as well as a variety of media and advertising genres to help shape information. But great executions are elusive. Therefore, Part 3 Toolbox provides suggestions on how to think creatively, and then proposes a series of problem solving tools, which are a series of techniques that advertisers use repeatedly to produce outstanding work.

In short, this book shows how to find powerful sales ideas and how to express them in fresh, memorable, and convincing ways. The new version greatly expands guerrilla advertising, interactive advertising, branding, storytelling and discussions using social media. Hundreds of full-color advertisements display the best results in television, radio, print, and interactive advertising, whether on the book or on affiliate websites. Advertising: Concepts and Copies is the most comprehensive text in its field, combining substantive discussion of strategy and technology with emphasis on writing skills not found elsewhere. This is a real writer copywriting.

500 colored illustrations for good condition






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Orignal From: Advertising: Concepts and Copying (Third Edition)