148099
9780131896550
Advertising : Concept and Copy
by Felton, George
About this item
- Condition: Acceptable
- Provider: Bulrushed Books
- Provider Rating: 93%
- Ships From: Moscow, ID
- Shipping: Standard, Expedited
- Comments: LIGHTNING FAST SHIPPING! A heavily used, but still working copy. Coffee stain and wrinkling to the edge of the pages when a tired undergrad fell asleep and knocked their cup over on their books. The binding and pages of the book have been reinforced with tape, has tape and stickers on the cover, as well as lots of notes (some of the answers in the learning activities may be filled in) on the pages. Definitely not pretty, but it's a working copy at a great price that ships fast. ~ Book does NOT contain an ac
Product details
- ISBN-13: 9780131896550
- ISBN: 0131896555
- Edition: 1
- Publisher: Pearson Education
AUTHOR
SUMMARY
I. STRATEGIES. 1. Creating an Advertising Strategy. 2. Research Your Product. 3. Understand Consumer Behavior. 4. Analyze the Marketplace. 5. Write the Strategy Statement. 6. Kinds of Strategies. II. EXECUTIONS. 7. Headlines & Visuals: Thinking in Words and Pictures. 8. Body Copy I: Voice. 9. Body Copy II: Writing Well. 10. Graphic Design. 11. TV. 12. Radio. 13. Other Advertising Genres. III. THE TOOLBOX. 14. How to be Creative. 15. The Power of Fact. 16. Testimonials: The Power of Personality. 17. "Two-Fers". 18. Reversal. 19. Metaphor Making. 20. Fused Metaphors: The Metamorphoses. 21. Verbal Metaphor-Or Give It Another Name. Index.Felton, George is the author of 'Advertising : Concept and Copy' with ISBN 9780131896550 and ISBN 0131896555.
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