Strategic Copywriting

How to Create Effective Advertising

By (author) Edd Applegate

Paperback - £52.00

Publication date:

05 November 2015

Length of book:

310 pages

Publisher

Rowman & Littlefield Publishers

ISBN-13: 9781442244085

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.
A well-written presentation of the basic steps for creating strategic and effective advertisements. Strategic Copywriting is thorough yet succinct, offering better instruction than books written by industry ‘gurus’; a student could read this book and create better-than-average work without any outside coaching.