Strategic Copywriting - How to Create Effective Advertising (Paperback, Second Edition)

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.

General

Imprint:	Rowman & Littlefield Publishers
Country of origin:	United States
Release date:	November 2015
Authors:	Edd Applegate
Dimensions:	252 x 177 x 19mm (L x W x T)
Format:	Paperback
Pages:	310
Edition:	Second Edition
ISBN-13:	978-1-4422-4408-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	1-4422-4408-9
Barcode:	9781442244085

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