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Strategic Copywriting : How to Create Effective Advertising - Edd C. Applegate

Strategic Copywriting

How to Create Effective Advertising


Published: 27th September 2004
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Strategic Copywriting is a detailed how-to guide on techniques for writing and designing ads in newspapers, magazines, and other print media, as well as those broadcast on radio and television. Edd Applegate walks the reader through the proven principles of writing advertisements, analyzing real ads to illustrate why certain words, phrases, and techniques are used and how they are or aren't effective in attracting consumers. Visit our website for sample chapters

Applegate crafts good examples, and explains how to test and evaluate the effectiveness of advertising... A book that delivers on content. Particularly noteworthy are the chapters on Internet advertising, public relations and corporate advertising, and direct mail. Quill and Scroll

Researchp. 1
Creative strategyp. 21
Headlines and slogansp. 39
Body copyp. 55
An introduction to designp. 67
Newspaper advertisingp. 79
Magazine advertisingp. 95
Radio advertisingp. 117
Television advertisingp. 131
Direct mail advertisingp. 147
Internet advertisingp. 173
Other media advertisingp. 183
Public relations and corporate advertisingp. 197
Advertising copy researchp. 211
Advice on how to get a job in advertisingp. 221
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780742530683
ISBN-10: 074253068X
Audience: General
Format: Paperback
Language: English
Number Of Pages: 256
Published: 27th September 2004
Publisher: Rowman & Littlefield
Country of Publication: US
Dimensions (cm): 24.1 x 18.9  x 1.6
Weight (kg): 0.58