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.

In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising "went professional." In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America's first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales. Some of the thought-leaders in what remained a novel, ever-changing form of communication include: * P. T. Barnum, master of the advertising "gimmick" * Lydia Pinkham, queen of the patent medicine cure * John Wanamaker, progenitor of modern retail advertising * Albert Lasker, the formulator of "reason why" advertising * Stanley Resor, the consummate market researcher * Elliott White Springs, the groundbreaking purveyor of the sexual innuendo Applegate records the achievements of these individuals and others up until 1960, when advertising underwent a remarkable change, becoming a post-war subject of study and scholarship in America's colleges and universities. Written for those interested in learning about a select group of movers and shakers in this key area of American business, The Rise of Advertising in the United States should appeal to anyone interested in American business history.

During the 1800s, the United States progressed at a remarkable rate. Commerce gave rise to regional specialization and contributed to the growth of cities. By 1860 the nation had prospered to the extent that it no longer depended on Europe to purchase its goods. Innovations in technology helped increase production, especially in textiles, and transportation projects helped reduce costs of certain products. As the country progressed, so did its citizenry and their attention to certain interests: movements on issues like women's rights, capital punishment, workers' rights, education, and mental health swept across the country. As these groups advanced their causes, a kind of journalism began to capture readers' attention: the exposZ. Although examples similar to it had appeared occasionally in various publications years before, it became more prevalent at the turn of the century. In the spring of 1906, President Theodore Roosevelt delivered a speech in which he compared certain crusading journalists to a character in John Bunyan's Pilgrim's Progress: 'There is filth on the floor, and it must be scraped up with the muckrake; and there are times and places where this service is the most needed of all the services that can be performed.' In Muckrakers: A Biographical Dictionary of Writers and Editors, Professor Edd Applegate profiles the men and women who either wrote muckraking journalism or edited publications that featured muckraking articles. Some of the most important figures of journalism are here, including Nellie Bly, Upton Sinclair, Lincoln Steffens, George Kennan, Jack London, Frank Norris, Rachel Carson, George Seldes, and I.F. Stone. The book contains more than fifty entries, each discussing the subject's professional career and major works. In some cases, comments about the subject's work by others have been included, as well as suggestions for further reading. As a resource guide, Muckrakers will be of interest to professors, scholars, and students interested in learning more about the individuals who played such significant roles in muckraking journalism.

Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges_ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions.

Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions."

In all likelihood advocacy journalism is the oldest form of reportage. It appears frequently whenever journalists desire to advocate their beliefs or ideas about major political or social problems. In Advocacy Journalists: A Biographical Dictionary of Writers and Editors, Edd Applegate identifies the most notable figures in this field. Each entry contains biographical information about a writer or editor who either wrote advocacy journalism or edited one or more publications that featured such material. Entries consist of discussions of the journalists' lives, professional careers, major works, and, in some cases, commentary on those works. Among those profiled here are such notables as Ambrose Bierce, William F. Buckley Jr., Eldridge Cleaver, Daniel Defoe, Germaine Greer, Pete Hamill, Karl Marx, H. L. Mencken, George Orwell, Thomas Paine, Wilfrid Sheed, Gloria Steinem, and Jonathan Swift. Unlike other books that focus on the form of advocacy journalism itself or how and why it developed, this book focuses on the lives of journalists and editors and their contributions to advocacy journalism. For scholars, teachers, and students of journalism, along with general readers who wish to discover more about advocacy journalism, this volume is an important and accessible resource.

In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising "went professional." In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America's first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales. Some of the thought-leaders in what remained a novel, ever-changing form of communication include: * P. T. Barnum, master of the advertising "gimmick" * Lydia Pinkham, queen of the patent medicine cure * John Wanamaker, progenitor of modern retail advertising * Albert Lasker, the formulator of "reason why" advertising * Stanley Resor, the consummate market researcher * Elliott White Springs, the groundbreaking purveyor of the sexual innuendo Applegate records the achievements of these individuals and others up until 1960, when advertising underwent a remarkable change, becoming a post-war subject of study and scholarship in America's colleges and universities. Written for those interested in learning about a select group of movers and shakers in this key area of American business, The Rise of Advertising in the United States should appeal to anyone interested in American business history.

During the 1800s, the United States progressed at a remarkable rate. Commerce gave rise to regional specialization and contributed to the growth of cities. By 1860 the nation had prospered to the extent that it no longer depended on Europe to purchase its goods. Innovations in technology helped increase production, especially in textiles, and transportation projects helped reduce costs of certain products. As the country progressed, so did its citizenry and their attention to certain interests: movements on issues like women's rights, capital punishment, workers' rights, education, and mental health swept across the country. As these groups advanced their causes, a kind of journalism began to capture readers' attention: the expose. Although examples similar to it had appeared occasionally in various publications years before, it became more prevalent at the turn of the century. In the spring of 1906, President Theodore Roosevelt delivered a speech in which he compared certain crusading journalists to a character in John Bunyan's Pilgrim's Progress: "There is filth on the floor, and it must be scraped up with the muckrake; and there are times and places where this service is the most needed of all the services that can be performed." In Muckrakers: A Biographical Dictionary of Writers and Editors, Professor Edd Applegate profiles the men and women who either wrote muckraking journalism or edited publications that featured muckraking articles. Some of the most important figures of journalism are here, including Nellie Bly, Upton Sinclair, Lincoln Steffens, George Kennan, Jack London, Frank Norris, Rachel Carson, George Seldes, and I.F. Stone. The book contains more than fifty entries, each discussing the subject's professional career and major works. In some cases, comments about the subject's work by others have been included, as well as suggestions for further reading. As a resource guide, Muckrakers will be of interest to professors, scholars, and students interested in learning more

Through the prism of the U.S. Constitution and other foundational documents, Edd Applegate's Political and Social Changes in the United States will discuss major transformations in American social and political life since the Founding, beginning with England's expansion in North America, the War of Independence, and the early national period. It proceeds through industrialization, the Civil War, economic growth, progressivism, and the emergence of the United States on the world stage. It concludes with considerations of the Cold War and post-Cold War worlds and new threats and challenges to the United States and its institutions.

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.