Strategic Copywriting

Preface

Part I. The Message

Chapter 1: Research
The Client
Who Are the Consumers?
Motivating Consumers
Exercises

Chapter 2: Creative Strategy
Creative Strategy Research
The Creative Strategy
The Brand
The Advertising Message Strategy
Exercises

Chapter 3: Advertising Copy Research
Guidelines for Testing
What Should Be Evaluated
Pretests
Posttests
Exercises

Chapter 4: An Introduction to Design
Layout Elements
Layout Design
Layouts
Frequently Used Designs for Advertisements
Illustrations or Photographs
Typography
The Use of Color
Exercises

Chapter 5: Headlines and Slogans
AIDA
Headlines
“Under the Radar” Advertising
Slogans
Illustrations
Exercises

Chapter 6: Body Copy
The Right Attitude for Writing Body Copy
An Outline of a Typical Advertisement
What an Advertisement Must Have
Types of Body Copy
How to Write Body Copy
Exercises

Part II. The Media

Chapter 7: Newspaper Advertising
Advantages of Newspapers as an Advertising Medium
Disadvantages of Newspapers as an Advertising Medium
Advertising Rates in Newspapers
Retail Advertisements
Small-Space Advertisements
Subscription Service Companies
Other Media for Local or Retail Advertisers
Copy Sheet for a Local or Retail Advertisement That Will Run in a Newspaper
Exercises

Chapter 8: Magazine Advertising
Advantages of Magazines as an Advertising Medium
Disadvantages of Magazines as an Advertising Medium
How to Write Advertisements for Consumer Magazines
Business-to-Business Advertising
Agricultural or Farm Publications
Exercises

Chapter 9: Radio Advertising
Types of Radio Advertising
Imagery Transfer
Advantages of Radio as an Advertising Medium
Disadvantages of Radio as an Advertising Medium
Types of Radio Commercials
Forms of Radio Commercials
Evoking Pictures in Radio Commercials
Music, Voices, and Sound Effects
How Many Words Should Be Used in Radio Commercials
Humor in Radio Commercials
Terms That an Advertising Copywriter Needs to Know Before Writing a Radio Commercial
Radio Script Format
Qualities of Effective Radio Commercials
Guidelines for Writing Radio Commercials
Exercises

Chapter 10: Television Advertising
Advantages of Television as an Advertising Medium
Disadvantages of Television as an Advertising Medium
What a Good Television Commercial Must Have
Film and Digital
Production Techniques
Showing the Product
Television Commercial Formats
Humor in Television Commercials
Sex in Television Commercials
The Script
The Storyboard
How to Write a Television Commercial
Exercises

Chapter 11: Internet and Social Media Advertising
Advantages of the Internet
Disadvantages of the Internet
What Is Wrong with the Internet
Internet Advertisements
Creating Internet Advertising
Social Media
Terms That May Be Important
Exercises

Chapter 12: Direct Mail Advertising
Advantages of Direct Mail Advertising
Disadvantages of Direct Mail Advertising
The All-Important Mailing List
Testing Direct Mail
What Works in Direct Mail Advertising
Examining Direct Mail
Summary of What Makes Direct Mail Effective
Exercises

Chapter 13: Other Media Advertising
Outdoor or Transit Advertising
Point-of-Purchase Advertising
Yellow Pages Advertising
Exercises

Chapter 14: Public Relations and Corporate Advertising
How Public Relations Differs from Advertising
Advantages of Public Relations
Disadvantages of Public Relations
Tools of Public Relations
Corporate Advertising
Exercises

Appendix A: Advice on How to Get a Job in Advertising
What Do You Want to Do?
What about Graduate School?
What Are Your Selling Points?
How Does Your Work Compare with That of Others, Especially Professionals?
Searching for Your First Job
Applying for Your First Job in Advertising
A Final Note

Appendix B: Graduate Programs

Appendix C: Advertising and Marketing Associations

Selected Bibliography
Index