000			02241cam a22003254i 4500
001			17618692
003			OSt
005			20240817192016.0
008			130208s2013 nyua b 001 0 eng
010			_a 2013004842
020			_a9780393733860 (pbk.)
040			_aDLC _beng _cDLC _dDLC _erda
042			_apcc
050	0	0	_aHF5823 _b.F43 2013
082	0	0	_a659.1 FEL 2020 _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, _c2020
300			_a320 pages : _billustrations (some color) ; _c28 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references (page 304-308) and index.
520			_aA 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.
650		0	_aAdvertising.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK
999			_c101 _d101