MARC details
| 000 -CABECERA |
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| campo de control de longitud fija |
03332nam a2200301Ia 4500 |
| 001 - NÚMERO DE CONTROL |
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| campo de control |
2269 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
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| campo de control de longitud fija |
230305s2013 xx 000 0 und d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
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| Número Internacional Estándar del Libro |
9780393733860 |
| 041 ## - CÓDIGO DE LENGUA |
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| Código de lengua del texto/banda sonora o título independiente |
eng |
| 245 #0 - MENCIÓN DE TÍTULO |
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| Título |
Advertising concept and copy |
| 250 ## - MENCIÓN DE EDICIÓN |
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| Mención de edición |
3ª ed |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
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| Lugar de publicación, distribución, etc. |
|
| Nombre del editor, distribuidor, etc. |
Norton, |
| Fecha de publicación, distribución, etc. |
2013 |
| 300 ## - DESCRIPCIÓN FÍSICA |
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| Extensión |
320 p. ; 28 cm |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
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| Nota de contenido con formato |
Creating an advertising strategy |
| Mención de responsabilidad |
Researching your client's product-- |
| -- |
Understanding consumer behavior-- |
| -- |
Analyzing the marketplace-- |
| -- |
Defining strategic approaches-- |
| -- |
Developing the creative brief-- |
| -- |
Headlines and visuals : thinking in words and pictures-- |
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Body copy I : establishing voice-- |
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Body copy II : writing well-- |
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Television-- |
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Radio-- |
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Other media and genres-- |
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How to be creative-- |
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How to write a headline-- |
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The power of fact-- |
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Testimonials : the power of personality-- |
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'Two-fers' : comparisons, before and after, and other dualities-- |
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Reversal-- |
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Metaphor-- |
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Verbal metaphor-- |
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Postmodern advertising-- |
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Human truth-- |
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Grace notes.-- |
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-- |
| 520 ## - SUMARIO, ETC. |
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| Sumario, 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. |
| 630 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÍTULO UNIFORME |
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| Título uniforme |
HF COMMERCE |
| 9 (RLIN) |
14 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
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| Término de materia o nombre geográfico como elemento de entrada |
Advertising |
| 9 (RLIN) |
2839 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
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| Término de materia o nombre geográfico como elemento de entrada |
Advertising campaign |
| 9 (RLIN) |
3872 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Consumer behavior |
| 9 (RLIN) |
997 |
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
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| Término de materia o nombre geográfico como elemento de entrada |
Visuals |
| 9 (RLIN) |
10020 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
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| Nombre de persona |
Felton, George, |
| Término indicativo de función/relación |
Author |
| 902 ## - ELEMENTOS DE DATOS B LOCAL, LDB (RLIN) |
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| a |
404 |
| 905 ## - ELEMENTOS DE DATOS E LOCAL, LDE (RLIN) |
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| a |
m |
| 912 ## - |
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2013-01-01 |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
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| Código de la institución [OBSOLETO] |
1 |
| 953 ## - |
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2018-06-04 18:37:35 |
