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Strategic Copywriting de Edd Applegate

Strategic Copywriting

Autor Edd Applegate
en Limba Engleză Paperback – 5 noi 2015
A detailed guide to proven strategies and techniques used in writing and designing successful ads for various print, broadcast, and social media.
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Specificații

ISBN-13: 9781442244085
ISBN-10: 1442244089
Pagini: 310
Ilustrații: 53 black & white illustrations, 16 tables
Dimensiuni: 178 x 254 x 17 mm
Greutate: 0.59 kg
Ediția:2nd edition
Editura: Bloomsbury Publishing

Descriere

A detailed guide to proven strategies and techniques used in writing and designing successful ads for various print, broadcast, and social media.

Cuprins

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

Recenzii

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.
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.