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Strategic Copywriting : How To Create Effective Advertising (05 Edition)by Edd Applegate
Synopses & ReviewsPlease note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.
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 the reader 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. Visit our website for sample chapters!
Book News Annotation:
Applegate (advertising, Middle Tennessee State U.) takes his students through every step of writing and designing advertisements for print and broadcast media. He begins with the principles of research about clients and consumers, looks at headlines, slogans, body copy and design, and concludes with advice about how to get a job. He illustrates his points with case studies, examples of ads, fonts and layouts, and lists of advantages and disadvantages of different approaches.
Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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