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.
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