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
Rezensionen / Stimmen
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, USA While algorithms, AI, and user-driven content permeate today's media landscape, Strategic Copywriting reminds us that effective communication remains grounded in enduring principles. Applegate makes a compelling case for a strategic focus on the consumer, a commitment to clarity and persuasion, and a deep respect for the craft of writing. -- Nancy J. Gray, W.P. Carey School of Business, Arizona State University, USA
Auflage
Sprache
Verlagsort
Verlagsgruppe
Bloomsbury Publishing PLC
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Illustrationen
Maße
Höhe: 254 mm
Breite: 178 mm
ISBN-13
979-8-8818-0676-7 (9798881806767)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
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.
Autor*in
Middle Tennessee State University, USA
List of Boxes, Figures, and Tables
Preface
Part I: The Message
1. Research
2. Creative Strategy
3. Advertising Copy Research
4. An Introduction to Design
5. Headlines and Slogans
6. Body Copy
Part II: The Media
7. Artificial Intelligence (AI) and Advertising on Social Media Platforms and the Internet
8. Television Advertising
9. Radio Advertising
10. Magazine Advertising
11. Newspaper Advertising
12. Out-of-Home Media Advertising
13. Direct Mail Advertising
14. Public Relations and Corporate Advertising
Appendix A. Getting a Job in Advertising
Selected Bibliography
Index
About the Author
