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Advertising : concept and copy /
- Title:
- Advertising : concept and copy /
- Author:
- Felton, George, 1947-
- Format:
- Book
- Institution:
- Emerson College
- Contents:
- Part One: Strategy. Creating an Advertising Strategy ; Researching Your Client's Product ; Understanding Consumer Behavior ; Analyzing the Marketplace ; Defining Strategic Approaches ; Developing the Creative Brief. -- Part Two: Execution. Telling Stories ; Thinking in Words and Pictures ; Words I: Establishing Voice ; Words II: Writing Well ; Interactive Advertising and Social Media ; Television and Video ; Radio ; Other Media and Genres. -- Part Three: The Toolbox. How to Be Creative ; How to Write a Headline ; How to Create Slogans, Theme Lines, and Names ; The Power of Fact ; Testimonials: The Power of Personality ; Two-fers: Comparisons, Before and After, and Other Dualities ; Reversal ; Visual Metaphor ; Verbal Metaphor ; Postmodern Advertising ; Human Truth ; Grace Notes.
- Online access:
- No online access
- Library holdings:
-
Emerson Main Stacks
HF5823 .F43 2013
–
Available