Advertising : concept and copy

By: Felton, GeorgeMaterial type: TextTextPublication details: New York : W.W. Norton, ©2006Edition: 2nd edDescription: 256 pages : illustrations (some color)ISBN: 9780393731590; 0393731596 Subject(s): AdvertisingDDC classification: 659.1
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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Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 659.1 FEL (Browse shelf(Opens below)) Available 012100
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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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