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 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...

• Format: Paperback
• Language: English
• ISBN: 1442244089
• ISBN13: 9781442244085
• Release Date: November 2015
• Publisher: Rowman & Littlefield Publishers
• Length: 310 Pages
• Weight: 1.25 lbs.
• Dimensions: 0.9" x 6.9" x 9.9"
• Grade Range: Postsecondary

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.