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Advertising: Concept and Copy by George Felton, 1947- is a nonfiction available to read on EtoBox.

What is Advertising: Concept and Copy about?

"The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully. A classic text now in a new edition, George Felton's Advertising: Concept and Copy is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads--from what to say to how to say it. Part 1, Strategies, operates on the premise that the idea beneath an ad's surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter's command--creating a distinctive brand voice, telling stories, using language powerfully and originally--as well as the wide variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving

Who reads Advertising: Concept and Copy?

Author

George Felton, 1947-

Publisher

W. W. Norton & Company, Incorporated

Published

2013

Language

EN

ISBN

9780393733860

Category

nonfiction

Subjects

Management, Fiction, Sales & Marketing

Rating

4.12 / 5 (46 ratings)

Updated

2026-03-14