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George Felton

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Advertising: Concept and Copy Paperback – 18 October 2013

by George Felton (Author)

127 ratings

Edition: 3^rd

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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.

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Review

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

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" (10/1/2013 12:00:00 AM)

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

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

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

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 composition and copywriting. His essays have appeared in The New York Times, Advertising Age, Brandweek, HOW, The Chronicle of Higher Education, Academe, The Los Angeles Times, The Wall Street Journal, and Newsweek. They have been reprinted in many textbooks and anthologies, including Fields of Reading, Ken Macrorie's Telling Writing, Minutes of The Lead Pencil Club, Media Journal, Quick Takes, Reading and Writing Short Arguments, Patterns for a Purpose, 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 University, DePauw University, and The Ohio State University.

Product details

Publisher ‏ : ‎ W. W. Norton & Company
Publication date ‏ : ‎ 18 October 2013
Edition ‏ : ‎ 3rd
Language ‏ : ‎ English
Print length ‏ : ‎ 320 pages
ISBN-10 ‏ : ‎ 0393733866
ISBN-13 ‏ : ‎ 978-0393733860
Item weight ‏ : ‎ 1.32 kg
Dimensions ‏ : ‎ 21.59 x 2.29 x 27.69 cm

Best Sellers Rank: 333,615 in Books (See Top 100 in Books)
- 69 in Advertising Graphic Design
- 488 in Design Textbooks
- 498 in Advertising (Books)

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127 ratings

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valeria giarletta
It is a very useful book for those studying advertising and learning how to ...
Reviewed in the United Kingdom on 13 April 2015
Format: PaperbackVerified Purchase

It is a very useful book for those studying advertising and learning how to create a campaign. It was a very fruitful gift for the person who received it from me.

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ProudDad450
Very accessible and informative
Reviewed in Canada on 23 February 2021
Format: PaperbackVerified Purchase
Love the graphics and text. Great overview of Copywriting information.

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Chase
The most practical book for ad copywriters.
Reviewed in the United States on 4 January 2016
Format: PaperbackVerified Purchase
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.

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Randy
The #1 advertising book I would recommend
Reviewed in the United States on 13 October 2016
Format: PaperbackVerified Purchase
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.

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Den
Arrived in great condition
Reviewed in the United Kingdom on 30 September 2019
Verified Purchase
Perfect condition!

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