Download Advertising: Concept and Copy (Third Edition) PDF EPUB
Author: Author
Pages: 320
Size: 2.852,02 Kb
Publication Date: August 5,2013
Category: Advertising
The brand new edition of a traditional text about advertising creativeness: where to find great tips and communicate them freshly and powerfully.
A classic text right now in a fresh edition, George Felton’s Advertising: Concept and Duplicate is an innovative method of advertising creativity. The brand new edition features significantly extended discussions of guerrilla marketing, interactive advertising, brand tone of voice, storytelling, and the usage of social media. Marketing: Concept and Copy may be the most comprehensive textual content in its field, merging considerable discussion of both technique and technique with an focus on the craft of composing not really found elsewhere. This 1st section shows how exactly to research items, understand customer behavior, analyze viewers, and navigate industry realities, then how exactly to write innovative briefs that concentrate this strategic evaluation into specific advertising goals. Part 2, Executions, clarifies how to put technique into play. It discusses the various tools at a copywriter’s command―creating a unique brand voice, telling tales, using vocabulary powerfully and originally―as well as the wide selection of media and marketing genres that bring and help shape text messages. But great executions are elusive. So Part 3, the Toolbox, gives tips about how to believe creatively, then presents a range of problem-solving tools, a number of techniques that marketers have utilized repeatedly to create exceptional work. A huge selection of ads completely color, both in the reserve and on an accompanying Site, demonstrate the very best in tv, radio, printing, and interactive marketing. It covers the complete conceptual procedure, from developing smart technique to executing it with solid ads―from what things to say to how exactly to state it.ÂIn brief, this book displays how to find solid selling concepts and how exactly to express them in clean, memorable, persuasive methods.Â
Part 1, Strategies, operates about the premise that the theory beneath an advertisement’s surface area determines its achievement. It is a classic writer’s copywriting textual content.
500 color illustrations