Advertising: Concept and Copy (Second Edition)

How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways.

Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. 45 color, 180 black & white