{"title":"George Felton","description":"\u003cp\u003eWelcome to our collection dedicated to the works of George Felton, a distinguished name in the field of Advertising, Education, and Reference. Perfect for students, professionals, and anyone with a keen interest in the mechanics of marketing, Felton’s books offer an insightful journey into the captivating world of advertising.\u003c\/p\u003e\n\n\u003cp\u003eKnown for his engaging writing style and thorough understanding of the subject matter, George Felton provides readers with essential knowledge and practical advice in an easy-to-understand manner. His works are not just educational but also a great source of inspiration for those who wish to excel in the dynamic field of advertising.\u003c\/p\u003e\n\n\u003cp\u003eWhether you're new to the advertising world or seeking to sharpen your skill set, George Felton’s books serve as a valuable resource, combining theoretical frameworks with real-world examples and strategies. Dive into this expertly curated collection and discover the art and science of successful advertising.\u003c\/p\u003e\n\n\u003cp\u003eExplore the influence of advertising with George Felton’s insightful and authoritative books, where the wisdom of experience meets the excitement of innovation.\u003c\/p\u003e","products":[{"product_id":"advertising-by-george-felton-9780393733860","title":"Advertising","description":"\u003cdiv class=\"book-description\"\u003e\nA classic text now in a new edition, George Felton's \u003cem\u003eAdvertising: Concept and Copy\u003c\/em\u003e is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing a smart strategy to executing it with strong ads—from what to say to how to say it.\n\n\u003cp\u003ePart 1, \u003cem\u003eStrategies\u003c\/em\u003e, 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 behaviour, analyse audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives.\u003c\/p\u003e\n\n\u003cp\u003ePart 2, \u003cem\u003eExecutions\u003c\/em\u003e, 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.\u003c\/p\u003e\n\n\u003cp\u003eSo Part 3, the \u003cem\u003eToolbox\u003c\/em\u003e, 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.\u003c\/p\u003e\n\n\u003cp\u003eIn 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. \n\nHundreds of ads in full colour, both in the book and on an accompanying website, demonstrate the best in television, radio, print, and interactive advertising. \u003cem\u003eAdvertising: Concept and Copy\u003c\/em\u003e 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.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47362506326252,"sku":"9780393733860","price":128.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/4419483482328.jpg?v=1772885109"}],"url":"https:\/\/bookhero.co.nz\/collections\/george-felton.oembed","provider":"Book Hero","version":"1.0","type":"link"}