Strategic Copywriting: How to Create Effective Advertising

By Edd Applegate and Edd Applegate

Book Overview

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 us 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. Click here for PowerPoint Slides to accompany Strategic Copywriting

• Format: Paperback
• Language: English
• ISBN: 074253068X
• ISBN13: 9780742530683
• Release Date: September 2004
• Publisher: Rowman & Littlefield Publishers
• Length: 256 Pages
• Weight: 0.10 lbs.
• Dimensions: 9.5" x 0.7" x 7.5"

Customer Reviews

In-Depth focus on advertising

If advertisements are a major focus of your work, this book provides a good introduction to the writing challenges in different advertising media. All copywriters will benefit from reading the chapters on research, developing a creative strategy, and writing headlines & slogans.