Advertising : concept and copy /

Title:

Advertising : concept and copy /

Author:

Felton, George, 1947-

Format:

Book

Institution:

Emerson College

Contents:

Part One: Strategy. Creating an Advertising Strategy ; Researching Your Client's Product ; Understanding Consumer Behavior ; Analyzing the Marketplace ; Defining Strategic Approaches ; Developing the Creative Brief. -- 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. -- 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.

Online access:

No online access

Library holdings:

Emerson Main Stacks
HF5823 .F43 2013 – Available

• Available Temporarily at Emerson Reserve
  On reserve for MK673 -1: Concepting & Storytelling (Marketing: Scott)