Strategic copywriting
Subtitle: how to create effective advertising
By: Edd Applegate
Edition: Second edition.
Publisher: Rowman & Littlefield
Published: 2016
Language: eng
Number of pages: 286
ISBN-13: 9781442244078; 9781442244085
Subjects: Advertising copy; Vocational guidance; Copy writers
Description: When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising - whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms - are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works-or not-and why.
Notes: Includes bibliographical references and index.
Table of contents: title: Advertising copy research; title: An introduction to design; title: Headlines and slogans; title: Body copy; title: Newspaper advertising; title: Magazine advertising; title: Radio advertising; title: Television advertising; title: Internet and social media advertising; title: Direct mail advertising; title: Other media advertising; title: Public relations and corporate advertising.