Verwandte Artikel zu Strategic Copywriting: How to Create Effective Advertising

Strategic Copywriting: How to Create Effective Advertising - Softcover

Applegate, Edd

 
9781442244085: Strategic Copywriting: How to Create Effective Advertising
Softcover
ISBN 10: 1442244089 ISBN 13: 9781442244085
Verlag: Rowman & Littlefield, 2015

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

Edd Applegate is professor emeritus of Middle Tennessee State University, USA. He 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.

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Verlag
Rowman & Littlefield
Erscheinungsdatum
2015
Sprache
Englisch
ISBN 10 
1442244089
ISBN 13 
9781442244085
Einband
Taschenbuch
Auflage
2
Anzahl der Seiten
310
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar