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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.

500 color illustrations

• Sales Rank: #120024 in Books
• Brand: Brand: W. W. Norton Company
• Published on: 2013-08-05
• Original language: English
• Number of items: 1
• Dimensions: 11.00" h x .90" w x 8.60" l, 2.86 pounds
• Binding: Paperback
• 320 pages

Features

• Used Book in Good Condition

Review
“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)

About the Author
George Felton teaches writing and copywriting at Columbus College of Art & Design in Ohio.

Most helpful customer reviews

8 of 9 people found the following review helpful.
Advertising Concept and Copy Remains Relevant
By Edward Boches
Granted advertising as we know it is in the midst of major changes. Message based ads are less and less effective. Agencies and their clients are turning to utility, social media, co-creation, trans media story telling and a host of new ways to overcome consumer indifference as they strain for some of that elusive and scarce attention.

So right off the bat a book titled Advertising Concept and Copy sounds old and dated. But there remains much that is relevant in George Felton's book. The idea that you have to develop a very focused strategy based on knowledge of your product and consumer. The conviction that you still have to find a clever way to get noticed and remembered. The understanding that to invent creative solutions you have to master the skill of looking at a product from a multitude of perspectives.

As an original partner and long-term creative director (ECD, CCO) at Mullen, and now a professor of advertising at Boston University, I still believe that learning how to craft smart, relevant, clever advertising is a foundation for any aspect of advertising today -- traditional, social, digital, or experiential. Learning to identify a problem, develop a brief, explore a range of potential solutions and acquire the standards, taste and judgment to select an idea that will resonate with customers are the basics for any kind of communication, from a modern TV commercial like Dumb Ways to Die, to a fresh content daily campaign such as Oreo's 100th, to native advertising ideas that won't get lost in the sea of mediocre content.

So while this book doesn't really get into the most modern ideas or teams of processes that we see now from the most innovative agencies, it does a marvelous job of introducing the reader and students to the basics of strategy, consumer analysis, concepting, execution and writing. (The latter, sadly, is a dying craft despite the power of words to persuade and inspire.) It also serves as a reminder that creativity or execution for the sake of creativity or execution are as meaningless as a brilliant brief without a remarkable creative execution to bring it to life.

Perhaps most importantly, if you're looking for a book that you can actually use and learn something practical from, Advertising Concept and Copy doesn't simply tell you how things should work or give you examples that do, it strives to help you with solid tips, suggestions, how-to's, starting points, ways to look at problems, etc. As any creative person knows, you inevitably have to teach yourself and find what works best for you when it comes to idea generation, but for the beginner, there is much that's useful in these 256 pages.

I have few small complaints, such as the writer didn't know that Shackleton's recruitment ad is nothing more than urban legend. Or that some of the examples about changing behavior (re smoking and drinking) weren't actually very effective. And, as mentioned earlier, that most of the examples represent the past more than the future. But overall, this is among the better books available for any of the following.

Students who are studying advertising.
Students who aspire to a creative career and want to develop the basic skills and tools.
Teachers and professors who want a solid companion to augment their own approach to the topic.
Young professionals who want a bit more history and an improved frame of reference for the business.

I plan to use it in some of my own introductory classes.

0 of 0 people found the following review helpful.
The most practical book for ad copywriters.
By Chase
I can easily say that, of the dozen copywriting/persuasion books I own, this book is one of the most practical.

It gets all the prerequisite stuff in there (target audience research, how to create a brief, choosing a strategy) and throws in topics people rarely cover, like how to write in a particular voice or writing non-hype headlines.

i recommend this book for newbies and pros alike. And I say that as a mid-level digital copywriter with 4+ years of professional experience.

0 of 0 people found the following review helpful.
Great for an advertising class or teaching yourself.
By lilymilo16
Purchased this book for my Visual and Copywriting class. It has a great mix between pictures and text, and is very easy to read and follow. Would recommend this book for a communication class or just to brush up on advertising concepts.

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• Sales Rank: #862708 in Books
• Published on: 2015-02-02
• Original language: English
• Number of items: 1
• Dimensions: 9.30" h x 1.90" w x 7.40" l, 2.80 pounds
• Binding: Paperback
• 1032 pages

From the Back Cover

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0 of 1 people found the following review helpful.
Four Stars
By Jojo Bentsi
A very handy reference guide

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• Published on: 2016-06-07
• Original language: English
• Dimensions: 9.02" h x 5.98" w x .0" l, .0 pounds
• Binding: Hardcover
• 350 pages

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• Sales Rank: #6982578 in Books
• Published on: 2003-05-31
• Original language: English
• Number of items: 1
• Dimensions: 9.21" h x .75" w x 6.14" l, 1.38 pounds
• Binding: Hardcover
• 318 pages

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Poorly organized, bad grammar
By Amazon Customer
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Not recommended.

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The Pocket Guide to the DSM-5 Diagnostic Exam is the only interview book with DSM-5 criteria.

• The book provides an efficient structure for learning how to conduct an interview, reviews the screening questions, and then explains how DSM-5 impacts the interview. The sixth chapter, the core of the guide, walks the reader through a complete diagnostic exam that includes questions for each DSM-5 disorder class.�
• The book is for beginners learning the format and flow of the diagnostic interview and for seasoned clinicians conducting an interview consistent with DSM-5's revisions. The Pocket Guide to the DSM-5 Diagnostic Exam is a pragmatic and concise resource for diagnosing a person in mental distress while establishing a therapeutic relationship.
• Want more? Check out my new guide to diagnosing and treating children and adolescents using DSM-5 criteria, the DSM-5 Pocket Guide for Child and Adolescent Mental Health, written with pediatrician and psychiatrist Robert J. Hilt.
• A memoir, The Finest Traditions of My Calling: One Physician's Search for the Renewal of Medicine, is also available from Yale UP.

• Sales Rank: #3743 in Books
• Brand: Brand: American Psychiatric Publishing
• Published on: 2013-05-27
• Original language: English
• Number of items: 1
• Dimensions: 8.00" h x 4.75" w x .50" l, .55 pounds
• Binding: Paperback
• 281 pages

Features

• Used Book in Good Condition

Review
"Nussbaum writes clearly and succinctly, with special emphasis on presenting rather complicated concepts in an organized step-by-step manner.� ... The Pocket Guide to the DSM-5 Diagnostic Exam has earned its place on our desks. ... Armed with wisdom and compassion stemming from years of practice, Dr. Nussbaum has written an entertaining and informative book that makes for a worthwhile read." --American Journal of Psychiatry

From the Author
Confused about how DSM-5 will change the clinical interview? I was too, so I wrote this book, using DSM-5 criteria, to show how you could conduct a thirty-minute diagnostic interview that screened for every DSM-5 category of mental disorder while building a therapeutic alliance. This book not only includes the official DSM-5 criteria, it shows you how to use them in your practice, with interview questions tied to the specific criteria for each disorder.�

In addition, the book reviews the goals of a diagnostic interview, alliance-building, changes in DSM-5, alternative diagnostic systems, and more.�

I direct the adult inpatient psychiatry service at Denver Health, where I interview patients daily with medical students, psychiatric residents, practicing psychiatrists, primary care physicians, psychologists, social workers, nurse practitioners, and therapists. This book grew out of an award-winning curriculum I teach at the University of Colorado and is designed for practitioners and students in all disciplines.�

From the Inside Flap
This guide is written for interviewers at all levels of experience, since every clinician needs to master both DSM-5 criteria and how to conduct a fruitful diagnostic interview. The book:��

• Provides insight into the process of establishing a therapeutic alliance, which remains the goal of any psychiatric encounter, even one as brief as the diagnostic interview.
• Offers an extensive set of appendixes with resources to enhance understanding. These include a brief, easy-to-use summary of DSM-5 disorders; a stepwise approach to differential diagnosis; the Mental Status Examination and a psychiatric glossary; the ABPN Clinical Skills Evaluation; DSM-5-related diagnostic tools and scales; and coverage of alternative diagnostic systems and rating scales.
• Provides a sequential framework for generating a differential diagnosis, using a six-step approach, that will help clinicians develop their clinical decision-making skills and ensure that they take into account the many and interrelated causes of mental disorders.�

Direct, practical, and informative, The Pocket Guide to the DSM-5 Diagnostic Exam will enable readers to efficiently and effectively employ DSM-5 as part of a comprehensive diagnostic interview.

Most helpful customer reviews

245 of 254 people found the following review helpful.
Good diagnostic interview guide -- but Warning!!
By RonAnnArbor
This is NOT the reference guide to the DSM 5 -- it is the guide ONLY to the "how to" do a diagnostic interview. If you are looking for the pocket guide to the DSM5 itself, you want the "desk reference guide to the DSM5" -- be sure not to confuse the two.

84 of 92 people found the following review helpful.
Not impressed
By Charles Crowell
I thought this would be a great supplement for the DSM-5 and an important, quick reference for diagnosis codes, however, the numerical codes are not even included in this small book! This is a disappointment and I will definitely be returning to APPI.

41 of 44 people found the following review helpful.
Terrible format, useless questions, and miniscule font
By Paul
With all due respect to Dr. Nissbaum for his contributions to psychiatry, this manual is a joke. It must have been put together quickly and sloppily, without consultation to people who practice or teach clinical interviewing. It is also formatted in a bizarre way that does not facilitate its use as a pocket (on the go) tool. Finally, the printing, particularly of the italicized font, is very poor, and the font size is tiny and difficult to read (especially on the go). Here is more detail about the 3 main problems:
(1) Terrible and useless wording of questions. For example, the manual suggests asking a child with suspected PTSD the question, "Do you repeatedly reenact that experience with your toys or dolls or when playing?" What incompetent clinician would use language like that with a child?!? If Dr. Nissbaum wrote this, shame, shame! My undergraduate students can write better interviewing questions. If you have a copy of this book, read the suggested questions about autism spectrum disorders. Anyone who ever interviewed a real patient would know that the questions are absurd! Presumably, the manual is supposed to help people in their training and learning. This is no way to teach!
(2) As noted above, the formatting is bizarre and useless as well. The symptoms and the questions suggested to elicit information about the symptoms are intermingled. Entire disorders are omitted and instead included as very long paragraphs in the exclusionary criteria for major disorders. For example, the criteria for body dysmorphic disorder are all clumped together in a horrible long paragraph, in a single run-on sentence, in a tiny font, as a footnote to OCD. What a mess!
(3) The visual acuity of the consumers of this manual must be extraordinary. The text is too small for anyone over the age of 35, and the choice of font type is horrible.

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