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9780393731590

Advertising 2E Pa

by
  • ISBN13:

    9780393731590

  • ISBN10:

    0393731596

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2006-04-17
  • Publisher: W. W. Norton & Company
  • View Upgraded Edition

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Supplemental Materials

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Summary

Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising.

Table of Contents

Preface 7(2)
PART ONE STRATEGY
9(54)
Creating an Advertising Strategy
10(4)
Researching Your Client's Product
14(9)
Understanding Consumer Behavior
23(8)
Analyzing the Marketplace
31(12)
Defining Strategic Approaches
43(14)
Developing the Creative Brief
57(6)
PART TWO EXECUTION
63(80)
Headlines and Visuals: Thinking in Words and Pictures
64(12)
Body Copy I: Establishing Voice
76(14)
Body Copy II: Writing Well
90(15)
Television
105(11)
Radio
116(5)
Other Media and Genres
121(22)
PART THREE THE TOOLBOX
143(102)
How to Be Creative
144(8)
How to Write a Headline
152(31)
The Power of Fact
183(6)
Testimonials: The Power of Personality
189(6)
``Two-Fers'': Comparisons, Before and After, and Other Dualities
195(6)
Reversal
201(7)
Metaphor
208(9)
Verbal Metaphor
217(9)
Postmodern Advertising
226(9)
Human Truth
235(5)
Grace Notes
240(5)
Endnotes 245(3)
Recommended Reading 248(1)
Illustration Credits 249(2)
Epigraph and Pull Quote Credits 251(1)
Index 252

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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