Advertising: Concept and Copy (Third Edition)
“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)