Advertising: Concept and Copy
The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully.\ Advertising: Concept & Copy covers the conceptual process—from developing a smart strategy to executing it with strong, persuasive thinking and writing—with abundant new material on brand voice, storytelling, interactive advertising, and social media. Hundreds of ads in the book and on an accompanying Web site demonstrate the best in television, radio, print,...
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How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways.
1Creating an advertising strategy102Researching your client's product143Understanding consumer behavior234Analyzing the marketplace315Defining strategic approaches436Developing the creative brief577Headlines and visuals : thinking in words and pictures648Body copy I : establishing voice769Body copy II : writing well9010Television10511Radio11612Other media and genres12113How to be creative14414How to write a headline15215The power of fact18316Testimonials : the power of personality18917"Two-fers" : comparisons, before and after, and other dualities19518Reversal20119Metaphor20820Verbal metaphor21721Postmodern advertising22622Human truth23523Grace notes240
\ ChoiceThe crisp writing style and attractive layout and photography make this book as appealing as the ads it describes...Highly recommended.\ \ \ \ \ Adbrands.netComprehensive.... A thorough and informative study.\ \
