Strategic Copywriting: How to Create Effective Advertising

By Edd Applegate and Edd Applegate

Book Overview

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 third edition, Edd Applegate explains core principles that have guided advertising for decades and introduces how to identify target markets and employ tests before and after an ad runs. The book discusses the impact of artificial intelligence and the numerous AI tools being used by advertising agencies. It also addresses corporate advertising and public relations, especially the various communications tools, such as news or press releases. Throughout, students learn the principles and processes of producing creative advertising for different media, including the internet, social media, television, radio, magazine, newspaper, and outdoor. Real advertisements from agencies of all sizes across the United States illustrate what works-or doesn't-and why.

The third edition features updated information in each chapter with
-New sample ads from real advertising agencies
-New coverage of AI alongside Social Media and Internet Advertising

• Format: Paperback
• Language: English
• ISBN: B0F29WWRGW
• ISBN13: 9798881806774
• Release Date: September 2025
• Publisher: Bloomsbury Academic & Professional
• Length: 336 Pages
• Weight: 1.41 lbs.
• Dimensions: 0.9" x 6.9" x 10.0"

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.