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.
- ISBN10 1442244070
- ISBN13 9781442244078
- Publish Date 5 November 2015
- Publish Status Active
- Publish Country US
- Imprint Rowman & Littlefield
- Edition Second Edition
- Format Hardcover
- Pages 310
- Language English