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
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Information
Table of contents
- Cover
- Half Title
- Title Page
- Contents
- Detailed Contents
- List of Boxes, Figures, and Tables
- Preface
- Acknowledgments
- Part I The Message
- Part II The Media
- Selected Bibliography
- Index
- About the Author
- Copyright
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Yes, you can access Strategic Copywriting by Edd Applegate in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.