Advertising : Concept and Copy

I. STRATEGIES. 1. Creating an Advertising Strategy. 2. Research Your Product. 3. Understand Consumer Behavior. 4. Analyze the Marketplace. 5. Write the Strategy Statement. 6. Kinds of Strategies. II. EXECUTIONS. 7. Headlines & Visuals: Thinking in Words and Pictures. 8. Body Copy I: Voice. 9. Body Copy II: Writing Well. 10. Graphic Design. 11. TV. 12. Radio. 13. Other Advertising Genres. III. THE TOOLBOX. 14. How to be Creative. 15. The Power of Fact. 16. Testimonials: The Power of Personality. 17. "Two-Fers". 18. Reversal. 19. Metaphor Making. 20. Fused Metaphors: The Metamorphoses. 21. Verbal Metaphor-Or Give It Another Name. Index.Felton, George is the author of 'Advertising : Concept and Copy' with ISBN 9780131896550 and ISBN 0131896555.