Advertising
Concept and Copy
Published on 1. January 1994
Book
Paperback/Softback
356 pages
978-0-13-189655-0 (ISBN)
Description
For upper-level courses in Advertising Copywriting, Copy and Layout, Copywriting and Visualization, Creative Strategies, Campaigns.
Written by an experienced teacher/award-winning freelance copywriter, this student-centered, hands-on text covers the entire process of conceptualizing and creating ads that gain attention and produce results.
Written by an experienced teacher/award-winning freelance copywriter, this student-centered, hands-on text covers the entire process of conceptualizing and creating ads that gain attention and produce results.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 275 mm
Width: 212 mm
Thickness: 14 mm
Weight
736 gr
ISBN-13
978-0-13-189655-0 (9780131896550)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
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.
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.