Advertising: Concept and Copy

By George Felton

Book Overview

A classic text now in a new edition, George Felton's 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 ads--from what to say to how to say it.

Part 1, Strategies, operates on the premise that the idea beneath an ad's 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 copywriter's command--creating a distinctive brand voice, telling stories, using language powerfully and originally--as well as the wide variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work.

In brief, this book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways. The new edition features greatly expanded discussions of guerrilla advertising, interactive advertising, brand voice, storytelling, and the use of social media. Hundreds of ads in full color, both in the book and on an accompanying Web site, demonstrate the best in television, radio, print, and interactive advertising. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer's copywriting text.

• Format: Paperback
• Language: English
• ISBN: 0393733866
• ISBN13: 9780393733860
• Release Date: August 2013
• Publisher: W. W. Norton & Company
• Length: 320 Pages
• Weight: 2.81 lbs.
• Dimensions: 0.9" x 8.5" x 10.9"

Customer Reviews

Bravo George Felton!

This book will give you a good and serious all-around the world of advertising. There's always more than one creative solution but only one strategy. And that's what this book is all about: Finding the best concept/idea for the right strategy. Bravo George Felton!

One of the best books on advertising.

I have a huge library of books on advertising and copywriting, and I have to say, that this is one of my favorite books of all. This and Hey Whipple top my list, although this is written more of in a textbook format than the other book. I can't understand why that other teenage review would give a negative review of this book, especially if he didn't understand it. Teenagers know everything, and when they don't understand something they put it down I guess. Either way I can't stress enough how much i've learned from this book. It's a must-have, I repeat must-have if you are working in advertising today.

mr. felton rocks!

i was lucky enough to have mr. george felton as a professor for copywriting. loved his class and loved his book. he teaches as well as he writes. our class was taught from his book by taking different excerpts from different chapters as lessons. both his class and his book have been first class all the way. a good book to read on advertising. it gives you a different perspective on the whole relm of the advertising industry. stellar book!

You're not really an "ad guy" until you read this!

I read this book 4 years ago and still refer to it when I'm in a slump or just want to generate new ideas. I would suggest this to anyone in the advertising business or anyone interested in learning how to concept. It really gives a fresh and new perspection on how to look at a product, and then how to write about it. It's simple, funny and keeps you wanting to read more. I know a lot of George's work, and found it just as entertaining as informational as his articles. George kicks some serious concepting [rear].

A great book

For anyone that wants to know how to make great ads this book is a must have. Great for beginers and experts as well. It is hard to find good books on advertising and this one I recomend. It is very easy to read and understand and contains great information on all aspects of advertising.