Strategic Copywriting

How to Create Effective Advertising

Business & Finance, Marketing & Sales, Advertising & Promotion, Nonfiction, Computers, Internet, Electronic Commerce
Cover of the book Strategic Copywriting by Edd Applegate, Rowman & Littlefield Publishers
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Author: Edd Applegate ISBN: 9781442244092
Publisher: Rowman & Littlefield Publishers Publication: November 5, 2015
Imprint: Rowman & Littlefield Publishers Language: English
Author: Edd Applegate
ISBN: 9781442244092
Publisher: Rowman & Littlefield Publishers
Publication: November 5, 2015
Imprint: Rowman & Littlefield Publishers
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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