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Strategic Copywriting : How to Create Effective Advertising, Paperback / softback Book

Strategic Copywriting : How to Create Effective Advertising Paperback / softback


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.


  • Format: Paperback / softback
  • Pages: 310 pages, 16 Tables, unspecified; 53 Illustrations, black and white
  • Publisher: Rowman & Littlefield
  • Publication Date:
  • Category: Advertising
  • ISBN: 9781442244085

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