Bibliograph

Strategic copywriting, how to create effective advertising, Edd Applegate

Type

Label

Strategic copywriting, how to create effective advertising, Edd Applegate

Language

eng

Bibliography note

Includes bibliographical references and index

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

Strategic copywriting

Nature of contents

bibliography

Oclc number

913829562

Responsibility statement

Edd Applegate

Sub title

how to create effective advertising

Summary

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

Table Of Contents

Advertising copy research -- An introduction to design -- Headlines and slogans -- Body copy -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Internet and social media advertising -- Direct mail advertising -- Other media advertising -- Public relations and corporate advertising

Classification