Strategic Copywriting - How to Create Effective Advertising

Informationen zum Autor Edd Applegate has taught undergraduate and graduate courses in advertising and mass communications for more than 30 years. He has written extensively about advertising, including several books, numerous chapters and entries for other books and encyclopedias, and several articles for refereed academic journals and conference proceedings. Klappentext 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. Zusammenfassung A detailed guide to proven strategies and techniques used in writing and designing successful ads for various print! broadcast! and social media. Inhaltsverzeichnis Preface Part I. The MessageChapter 1: ResearchThe Client Who Are the Consumers? Motivating Consumers Exercises Chapter 2: Creative StrategyCreative Strategy Research The Creative Strategy The Brand The Advertising Message Strategy ExercisesChapter 3: Advertising Copy Research Guidelines for Testing What Should Be Evaluated Pretests Posttests ExercisesChapter 4: An Introduction to Design Layout Elements Layout Design Layouts Frequently Used Designs for Advertisements Illustrations or Photographs Typography The Use of Color ExercisesChapter 5: Headlines and Slogans AIDA Headlines "Under the Radar" AdvertisingSlogans Illustrations ExercisesChapter 6: Body Copy The Right Attitude for Writing Body Copy An Outline of a Typical Advertisement What an Advertisement Must Have Types of Body Copy How to Write Body Copy ExercisesPart II. The MediaChapter 7: Newspaper Advertising Advantages of Newspapers as an Advertising Medium Disadvantages of Newspapers as an Advertising Medium Advertising Rates in Newspapers Retail Advertisements Small-Space Advertisements Subscription Service Companies Other Media for Local or Retail Advertisers Copy Sheet for a Local or Retail Advertisement That Will Run in a Newspaper ExercisesChapter 8: Magazine AdvertisingAdvantages of Magazines as an Advertising Medium Disadvantages of Magazines as an Advertising MediumHow to Write Advertisements for Consumer Magazines Business-to-Business Advertising Agricultural or Farm Publications ExercisesChapter 9: Radio Advertising Types of Radio Advertising Imagery Transfer Advantages of Radio as an Advertising Medium Disadvantages of Radio as an Advertising Medium Types of Radio Commercials Forms of Radio Commercials Evoking Pictures in Radio Commercials Music, Voices, and Sound Effects How Many Words Should Be Used in Radio Commercials Humor in Radio Commercials Terms That an Advertising Copywriter Needs to Know Before Writing a Radio Commercial Radio Script Format Qualities of Effective Radio Commercials Guidelines for Writing Radio Commercials ExercisesChapter 10: Television Advertising Advantages of Television as an Advertising Medium Disadvantages of Television as an Advertising Medium What a Good Television Commercial Must Have Film and Digital Production Techniques Showing the ProductTelevision Commercial Formats Humor in Television Commercials Sex in Television Commercials The Script The Storyboard How to Write a Television Commercial ExercisesChapte...

Product details

• Authors: Edd Applegate, Edd C. Applegate
• Publisher: Rowman and Littlefield
• Languages: English
• Product format: Hardback
• Released: 31.01.2016
• EAN: 9781442244078
• ISBN: 978-1-4422-4407-8
• No. of pages: 310
• Subject: Social sciences, law, business > Business > Advertising, marketing