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: 05/11/2015
- Category: Advertising
- ISBN: 9781442244085
- Hardback from £67.95