Advertising: Concept and Copy (Third Edition)

Cover Art for 9780393733921, Advertising: Concept and Copy (Third Edition) by George Felton
ISBN: 9780393733921
Publisher: Advertising: Concept and Copy (Third Edition)
Format: eBook - PDF
1 other edition of this product

The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully. 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 it


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