Advertising concept and copy free pdf

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advertising concept and copy free pdf

Advertising: Concept and Copy | Hey Whipple

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Published 11.01.2019

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Advertising, Promotion, and other aspects of Integrated Marketing Communications

Synopsis book A classic text now in a new edition, George Feltons 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 adsfrom what to say to how to say it. Part 1, Strategies, operates on the premise that the idea beneath an ads 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 copywriters commandcreating a distinctive brand voice, telling stories, using language powerfully and originallyas well as the wide variety of media and advertising genres that carry and help shape messages.

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5 COMMENTS

  1. Nayla U. says:

    Free Ebook Advertising Concept and Copy Third Edition The new edition of a A classic text now in a new edition George Felton's Advertising: Concept and.

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  4. Tobias S. says:

    The Advertising Concept Book by Pete Barry is the bestselling guide to creative ideas, strategies and campaigns — for students and professionals.

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