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Advertising: Concept and Copy cover
  • 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
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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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