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Advertising: Concept and Copy (Third Edition)
Download Ebook Advertising: Concept and Copy (Third Edition)
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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. 500 color illustrations
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Product details
Paperback: 320 pages
Publisher: W. W. Norton & Company; Third edition (August 5, 2013)
Language: English
ISBN-10: 0393733866
ISBN-13: 978-0393733860
Product Dimensions:
8.6 x 0.9 x 10.9 inches
Shipping Weight: 2.6 pounds (View shipping rates and policies)
Average Customer Review:
4.1 out of 5 stars
19 customer reviews
Amazon Best Sellers Rank:
#279,932 in Books (See Top 100 in Books)
I rented this book for an advertising class and unfortunately it is unlike any other textbook I've ever used in any other class. While the actual information was generally good, I had a lot of problems with the layout and organization of this book. When first looking through the book, I was surprised there were no key words associated with each chapter. Upon further investigation, I realized this book does not have a glossary or an index.The individual chapters meander through the subject, not progressing through the information in a logical, structured way. When just reading the book, this wouldn't matter, but it makes it really difficult to later study and review key concepts and ideas. Certain concepts are mentioned in multiple chapters, which was expected, but when paired with the lack of organization, just ended up causing problems. Many times I knew I had read about something in a chapter, and wanted to review it, but was completely unable to find any mention of it anywhere. I was unable to use a glossary or index to find the information, because they literally did not exist. Why someone decided that it was unnecessary for a textbook to have a glossary or an index I will never understand. This book was supposed to be a helpful resource, but very quickly became an object of frustration. If you need this for a class, good luck.
Because it contains an awful lot of information, it is not a book I reach for when I have just a few minutes to spare. But when I have serious time to set aside and focus, I find it to be very insightful and idea-generating. Of the dozens of top-rated advertising books I've read, this is probably my favorite.
Excellent book. The graphics and terms are engaging and educational. This book really helped me with marketing terms and ideas.
I can easily say that, of the dozen copywriting/persuasion books I own, this book is one of the most practical.It gets all the prerequisite stuff in there (target audience research, how to create a brief, choosing a strategy) and throws in topics people rarely cover, like how to write in a particular voice or writing non-hype headlines.i recommend this book for newbies and pros alike. And I say that as a mid-level digital copywriter with 4+ years of professional experience.
This was a text book for a commercial production course I took. It was good book, mostly a supplemental read than anything else but still helped out quite a bit.
Copy I received looked like it was dropped in coffee, and all of the pages were stuck together at the top.
Purchased this book for my Visual and Copywriting class. It has a great mix between pictures and text, and is very easy to read and follow. Would recommend this book for a communication class or just to brush up on advertising concepts.
Great book.
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