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9780131896550

Advertising : Concept and Copy

by
  • ISBN13:

    9780131896550

  • ISBN10:

    0131896555

  • Format: Paperback
  • Copyright: 1994-01-01
  • Publisher: Pearson College Div
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List Price: $108.00
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Summary

For upper-level courses in Advertising Copywriting, Copy and Layout, Copywriting and Visualization, Creative Strategies, Campaigns. Written by an experienced teacher/award-winning freelance copywriter, this student-centered, hands-on text covers the entire process of conceptualizing and creating ads that gain attention and produce results.

Table of Contents

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.

Supplemental Materials

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