Advertising
Concept and Copy
What's it about
Tired of your ads getting ignored? Learn how to craft advertising that doesn't just get seen, but gets results. This summary reveals the pro techniques for developing powerful concepts and writing copy that persuades, sells, and builds a loyal following for any brand. You'll go from staring at a blank page to confidently executing a complete campaign. Discover the secrets to brainstorming breakthrough ideas, structuring compelling headlines and body copy, and adapting your message for any medium. Master the art of persuasion and turn your creative ideas into unforgettable advertising.
Meet the author
George Felton is an award-winning copywriter and distinguished professor emeritus at the Columbus College of Art & Design, where he taught advertising concepts for over three decades. Frustrated by the lack of practical, student-focused advertising textbooks, he decided to write his own, drawing from his extensive professional experience and a deep passion for teaching. His unique blend of real-world industry knowledge and a gift for clear instruction has made his work an indispensable guide for aspiring creatives worldwide.
What's it about
Tired of your ads getting ignored? Learn how to craft advertising that doesn't just get seen, but gets results. This summary reveals the pro techniques for developing powerful concepts and writing copy that persuades, sells, and builds a loyal following for any brand. You'll go from staring at a blank page to confidently executing a complete campaign. Discover the secrets to brainstorming breakthrough ideas, structuring compelling headlines and body copy, and adapting your message for any medium. Master the art of persuasion and turn your creative ideas into unforgettable advertising.
Meet the author
George Felton is an award-winning copywriter and distinguished professor emeritus at the Columbus College of Art & Design, where he taught advertising concepts for over three decades. Frustrated by the lack of practical, student-focused advertising textbooks, he decided to write his own, drawing from his extensive professional experience and a deep passion for teaching. His unique blend of real-world industry knowledge and a gift for clear instruction has made his work an indispensable guide for aspiring creatives worldwide.
The Script
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