Advertising Concept and Copy
by George Felton · George Felton
A textbook on advertising strategy and copywriting that walks through research, positioning, concept generation, and writing headlines and body copy, illustrated with over two hundred real ads. Readers learn to turn a brief into a distinctive, well-argued ad concept.
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Introduction to Advertising
The digital advertising landscape is complex. There are many different types of ads, including: display, video, audio, sponsored, native, social media and search. Consumer data and the ad tech that action on that data are both ubiquitous and complicated. As a result the sheer number of options available to digital marketers is hard to comprehend and manage. This course covers the major forms of digital advertising, from basic display ads to search to cutting-edge programmatic advertising concepts. The Trade Desk, the leading programmatic advertising provider, joins us as our programmatic experts and offers an actionable roadmap on how small businesses can leverage state of the art advertising technologies to accomplish business objectives. In all, this course leaves students with an understanding of digital advertising in its various forms, and how to strategically identify digital advertising opportunities.