Strategic Copywriting: How to Create Effective Advertising by Edd Applegate (Eng

Description: Strategic Copywriting by Edd Applegate A detailed guide to proven strategies and techniques used in writing and designing successful ads for various print, broadcast, and social media. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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. Author Biography Edd Applegate has taught undergraduate and graduate courses in advertising and mass communications for more than 30 years. His numerous publications include The Rise of Advertising in the United States and Cases in Advertising and Marketing Management (with Art Johnsen). He has been honored with fellowships and grants from organizations including the Donald and Geraldine Hedberg Foundation, the Direct Marketing Educational Foundation, the Annenberg Washington Program, the Freedom Forum Media Studies Center, the Gannett Foundation, the Missouri Commission on Humanities, and the National Endowment for the Humanities, among others. Table of Contents PrefacePart I. The MessageChapter 1: ResearchThe ClientWho Are the Consumers?Motivating ConsumersExercisesChapter 2: Creative StrategyCreative Strategy ResearchThe Creative StrategyThe BrandThe Advertising Message StrategyExercisesChapter 3: Advertising Copy ResearchGuidelines for TestingWhat Should Be EvaluatedPretestsPosttestsExercisesChapter 4: An Introduction to DesignLayout ElementsLayout DesignLayoutsFrequently Used Designs for AdvertisementsIllustrations or PhotographsTypographyThe Use of ColorExercisesChapter 5: Headlines and SlogansAIDAHeadlines"Under the Radar" AdvertisingSlogansIllustrationsExercisesChapter 6: Body CopyThe Right Attitude for Writing Body CopyAn Outline of a Typical AdvertisementWhat an Advertisement Must HaveTypes of Body CopyHow to Write Body CopyExercisesPart II. The MediaChapter 7: Newspaper AdvertisingAdvantages of Newspapers as an Advertising MediumDisadvantages of Newspapers as an Advertising MediumAdvertising Rates in NewspapersRetail AdvertisementsSmall-Space AdvertisementsSubscription Service CompaniesOther Media for Local or Retail AdvertisersCopy Sheet for a Local or Retail Advertisement That Will Run in a NewspaperExercisesChapter 8: Magazine AdvertisingAdvantages of Magazines as an Advertising MediumDisadvantages of Magazines as an Advertising MediumHow to Write Advertisements for Consumer MagazinesBusiness-to-Business AdvertisingAgricultural or Farm PublicationsExercisesChapter 9: Radio AdvertisingTypes of Radio AdvertisingImagery TransferAdvantages of Radio as an Advertising MediumDisadvantages of Radio as an Advertising MediumTypes of Radio CommercialsForms of Radio CommercialsEvoking Pictures in Radio CommercialsMusic, Voices, and Sound EffectsHow Many Words Should Be Used in Radio CommercialsHumor in Radio CommercialsTerms That an Advertising Copywriter Needs to Know Before Writing a Radio CommercialRadio Script FormatQualities of Effective Radio CommercialsGuidelines for Writing Radio CommercialsExercisesChapter 10: Television AdvertisingAdvantages of Television as an Advertising MediumDisadvantages of Television as an Advertising MediumWhat a Good Television Commercial Must HaveFilm and DigitalProduction TechniquesShowing the ProductTelevision Commercial FormatsHumor in Television CommercialsSex in Television CommercialsThe ScriptThe StoryboardHow to Write a Television CommercialExercisesChapter 11: Internet and Social Media AdvertisingAdvantages of the InternetDisadvantages of the InternetWhat Is Wrong with the InternetInternet AdvertisementsCreating Internet AdvertisingSocial MediaTerms That May Be ImportantExercisesChapter 12: Direct Mail AdvertisingAdvantages of Direct Mail AdvertisingDisadvantages of Direct Mail AdvertisingThe All-Important Mailing ListTesting Direct MailWhat Works in Direct Mail AdvertisingExamining Direct MailSummary of What Makes Direct Mail EffectiveExercisesChapter 13: Other Media AdvertisingOutdoor or Transit AdvertisingPoint-of-Purchase AdvertisingYellow Pages AdvertisingExercisesChapter 14: Public Relations and Corporate AdvertisingHow Public Relations Differs from AdvertisingAdvantages of Public RelationsDisadvantages of Public RelationsTools of Public RelationsCorporate AdvertisingExercisesAppendix A: Advice on How to Get a Job in AdvertisingWhat Do You Want to Do?What about Graduate School?What Are Your Selling Points?How Does Your Work Compare with That of Others, Especially Professionals?Searching for Your First JobApplying for Your First Job in AdvertisingA Final NoteAppendix B: Graduate ProgramsAppendix C: Advertising and Marketing AssociationsSelected BibliographyIndex Review 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. -- Ann Maxwell, University of Oregon Long Description 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. Review Quote A well-written presentation of the basic steps for creating strategic and effective advertisements. Feature An ideal text for courses in Advertising Copywriting, Creative Strategy, and Advertising Strategy. New Feature The contents of the second edition have been strategically organized to help readers understand both the crafting of the message (part I) and the particular media in which advertising copy appears (part II) Details ISBN1442244070 Author Edd Applegate Short Title STRATEGIC COPYWRITING 2/E Audience Age 20-22 Language English Edition 2nd ISBN-10 1442244070 ISBN-13 9781442244078 Media Book Format Hardcover Year 2015 Subtitle How to Create Effective Advertising Place of Publication Lanham, MD Country of Publication United States DEWEY 659.1 Pages 310 Publication Date 2015-11-05 Imprint Rowman & Littlefield UK Release Date 2015-11-05 NZ Release Date 2015-11-05 US Release Date 2015-11-05 Illustrations Text Boxes; Illustrations, unspecified; Tables; Black & White Illustrations Publisher Rowman & Littlefield Edition Description Second Edition Alternative 9781442244085 Audience Tertiary & Higher Education AU Release Date 2015-11-14 We've got this At The Nile, if you're looking for it, we've got it. 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