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Advertising: Concept and Copy

by Felton, George

  • ISBN: 9780131896550
  • ISBN10: 0131896555

Advertising: Concept and Copy

by Felton, George

  • List Price: $108.00
  • Binding: Paperback
  • Edition: 1
  • Publisher: Prentice Hall
  • Publish date: 12/20/1993
  • ISBN: 9780131896550
  • ISBN10: 0131896555
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Description: 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.
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