Free PDF Advertising: Concept and Copy (Third Edition)
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Advertising: Concept and Copy (Third Edition)
Free PDF Advertising: Concept and Copy (Third Edition)
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Review
"The crisp writing style and attractive layout and photography make this book as appealing as the ads it describes...Highly recommended."- Choice"The updated third edition . . . continues to provide new generations with a powerful, in-depth approach to creative advertising routines . . . . [A] recommended pick for any business library."- Midwest Book Review"This book should be handed out to every freshman in college instead of taking that freshman comp class. It's a beautifully written and illustrated exposition of everything you need to know about writing lucid, funny, eye-grabbing, thought-provoking copy, whether for the Web, journalism, or longer forms―like books. Read this instead of Strunk and White; it's much more useful and to the point."- Nick Morgan, PhD, communication theorist and coach, founder of Public Words"Felton has not just written a course on copywriting techniques, but rather a travelogue through the land of thinking. . . . Even the most long-suffering, jaded, cynical agency ad person will benefit from having this book in the desk drawer and secretly dipping into the 'Toolbox.'"- Byron Ferris, Communication Arts magazine"Finally a book that strips away some of the smoke and mirrors of the creative process and gives students a groundwork for concepting an advertisement. I would recommend it to anyone considering this profession."- Christopher Cole, vice president/creative director, BBDO, New York"Full of incredibly useful stuff that will make anyone thinking about getting into advertising up to speed on the most important part: the Idea."- Steve Stone, founding partner, Heat, San Francisco"The best advertising book I have ever read. Most books overextend with power phrases and industry lingo. Advertising: Concept and Copy, on the other hand, speaks superbly to anybody. I think it's the clearest and most concise text yet produced for the advertising professional, covering all the most relevant topics without being boring or technical. It's practical, intelligent, relevant―and my secret weapon."- Simon Morris, director, P2P Interactive Marketing & Advertising, Melbourne, Australia
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About the Author
George Felton is a writer and professor emeritus of English at Columbus College of Art & Design in Ohio, where he has taught writing and copywriting. His essays have appeared in The New York Times, Advertising Age, The Wall Street Journal, and Newsweek. They have been reprinted in textbooks and anthologies, including Ken Macrorie's Telling Writing, Quick Takes, Pushcart's Minutes of The Lead Pencil Club, Media Journal, and Maxine Paetro's How to Put Your Book Together to Get a Job in Advertising. Mr. Felton was a copywriter for projects selected by Communication Arts, HOW, and Print magazines and by the American Center for Design for The 100 Show. He has been a panelist at The One Club, a contributor to the Bread Loaf Writers' Conference, and a speaker at Harvard's Graduate School of Design. He received an Individual Artist Fellowship from the Greater Columbus Arts Council (GCAC) and a Columbus Literary Award from GCAC and Thurber House. Mr. Felton was educated at Duke, DePauw, and Ohio State.
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Product details
Paperback: 320 pages
Publisher: W. W. Norton & Company; Third edition (August 5, 2013)
Language: English
ISBN-10: 0393733866
ISBN-13: 978-0393733860
Product Dimensions:
8.6 x 0.9 x 10.9 inches
Shipping Weight: 2.6 pounds (View shipping rates and policies)
Average Customer Review:
4.1 out of 5 stars
19 customer reviews
Amazon Best Sellers Rank:
#279,932 in Books (See Top 100 in Books)
I rented this book for an advertising class and unfortunately it is unlike any other textbook I've ever used in any other class. While the actual information was generally good, I had a lot of problems with the layout and organization of this book. When first looking through the book, I was surprised there were no key words associated with each chapter. Upon further investigation, I realized this book does not have a glossary or an index.The individual chapters meander through the subject, not progressing through the information in a logical, structured way. When just reading the book, this wouldn't matter, but it makes it really difficult to later study and review key concepts and ideas. Certain concepts are mentioned in multiple chapters, which was expected, but when paired with the lack of organization, just ended up causing problems. Many times I knew I had read about something in a chapter, and wanted to review it, but was completely unable to find any mention of it anywhere. I was unable to use a glossary or index to find the information, because they literally did not exist. Why someone decided that it was unnecessary for a textbook to have a glossary or an index I will never understand. This book was supposed to be a helpful resource, but very quickly became an object of frustration. If you need this for a class, good luck.
Because it contains an awful lot of information, it is not a book I reach for when I have just a few minutes to spare. But when I have serious time to set aside and focus, I find it to be very insightful and idea-generating. Of the dozens of top-rated advertising books I've read, this is probably my favorite.
Excellent book. The graphics and terms are engaging and educational. This book really helped me with marketing terms and ideas.
I can easily say that, of the dozen copywriting/persuasion books I own, this book is one of the most practical.It gets all the prerequisite stuff in there (target audience research, how to create a brief, choosing a strategy) and throws in topics people rarely cover, like how to write in a particular voice or writing non-hype headlines.i recommend this book for newbies and pros alike. And I say that as a mid-level digital copywriter with 4+ years of professional experience.
This was a text book for a commercial production course I took. It was good book, mostly a supplemental read than anything else but still helped out quite a bit.
Copy I received looked like it was dropped in coffee, and all of the pages were stuck together at the top.
Purchased this book for my Visual and Copywriting class. It has a great mix between pictures and text, and is very easy to read and follow. Would recommend this book for a communication class or just to brush up on advertising concepts.
Great book.
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