Advertising : (Record no. 10877)

000 -LEADER
fixed length control field 03835cam a2200337 i 4500
001 - CONTROL NUMBER
control field 2013004842
003 - CONTROL NUMBER IDENTIFIER
control field DLC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20170215143126.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 130208s2013 nyua b 001 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2013004842
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780393733860 (pbk.)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 0393733866 (pbk.)
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Description conventions rda
Language of cataloging eng
Transcribing agency DLC
Modifying agency YDX
-- BTCTA
-- BDX
-- OCLCO
-- YDXCP
-- VP@
-- CDX
-- OCLCF
-- MUU
042 ## - AUTHENTICATION CODE
Authentication code pcc
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5823
Item number F43 2013
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1
Edition number 23
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Felton, George,
Dates associated with a name 1947-
Authority record control number (local)66009
245 10 - TITLE STATEMENT
Title Advertising :
Remainder of title concept and copy /
Statement of responsibility, etc George Felton.
250 ## - EDITION STATEMENT
Edition statement Third edition.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc New York :
Name of publisher, distributor, etc W.W. Norton & Company,
Date of publication, distribution, etc [2013]
300 ## - PHYSICAL DESCRIPTION
Extent 320 pages :
Other physical details color illustrations ;
Dimensions 28 cm
336 ## - CONTENT TYPE
Content type term text
Content type code txt
Source rdacontent
337 ## - MEDIA TYPE
Media type term unmediated
Media type code n
Source rdamedia
338 ## - CARRIER TYPE
Carrier type term volume
Carrier type code nc
Source rdacarrier
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references and index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Part One: Strategy. Creating an Advertising Strategy ; Researching Your Client's Product ; Understanding Consumer Behavior ; Analyzing the Marketplace ; Defining Strategic Approaches ; Developing the Creative Brief. -- Part Two: Execution. Telling Stories ; Thinking in Words and Pictures ; Words I: Establishing Voice ; Words II: Writing Well ; Interactive Advertising and Social Media ; Television and Video ; Radio ; Other Media and Genres. -- Part Three: The Toolbox. How to Be Creative ; How to Write a Headline ; How to Create Slogans, Theme Lines, and Names ; The Power of Fact ; Testimonials: The Power of Personality ; Two-fers: Comparisons, Before and After, and Other Dualities ; Reversal ; Visual Metaphor ; Verbal Metaphor ; Postmodern Advertising ; Human Truth ; Grace Notes.
520 ## - SUMMARY, ETC.
Summary, etc "The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully. 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."--Publisher's website.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising.
Authority record control number (local)29259
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising.
Source of heading or term fast
Authority record control number (local)29259
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Koha item type Book
Holdings
Current Location Lost status Date acquired Damaged status Date last seen Not for loan Shelving location Koha item type Permanent Location Source of acquisition Source of classification or shelving scheme Full call number Price effective from Barcode
Lee Yan Fong Library 2014-01-13 2014-01-28 Library CollectionBookLee Yan Fong LibraryYBP Library Services HF5823 F43 20132014-01-2800016267
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG