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Book Categories |
| 1 | Creating an advertising strategy | 10 |
| 2 | Researching your client's product | 14 |
| 3 | Understanding consumer behavior | 23 |
| 4 | Analyzing the marketplace | 31 |
| 5 | Defining strategic approaches | 43 |
| 6 | Developing the creative brief | 57 |
| 7 | Headlines and visuals : thinking in words and pictures | 64 |
| 8 | Body copy I : establishing voice | 76 |
| 9 | Body copy II : writing well | 90 |
| 10 | Television | 105 |
| 11 | Radio | 116 |
| 12 | Other media and genres | 121 |
| 13 | How to be creative | 144 |
| 14 | How to write a headline | 152 |
| 15 | The power of fact | 183 |
| 16 | Testimonials : the power of personality | 189 |
| 17 | "Two-fers" : comparisons, before and after, and other dualities | 195 |
| 18 | Reversal | 201 |
| 19 | Metaphor | 208 |
| 20 | Verbal metaphor | 217 |
| 21 | Postmodern advertising | 226 |
| 22 | Human truth | 235 |
| 23 | Grace notes | 240 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
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Add Advertising: Concept and Copy, The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully. Advertising: Concept & Copy covers the conceptual process—from developing a smart strategy to executing it wi, Advertising: Concept and Copy to the inventory that you are selling on WonderClubX
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Add Advertising: Concept and Copy, The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully. Advertising: Concept & Copy covers the conceptual process—from developing a smart strategy to executing it wi, Advertising: Concept and Copy to your collection on WonderClub |