Strategic Copywriting: How to Create Effective Advertising - Couverture souple

Applegate, Edd

 
9781442244085: Strategic Copywriting: How to Create Effective Advertising
Couverture souple
ISBN 10 : 1442244089 ISBN 13 : 9781442244085
Editeur : Rowman & Littlefield, 2015

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Rowman & Littlefield
Date d'édition
2015
Langue
anglais
ISBN 10 
1442244089
ISBN 13 
9781442244085
Reliure
Broché
Numéro d'édition
2
Nombre de pages
310
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9781442244078: Strategic Copywriting: How to Create Effective Advertising

Edition présentée

ISBN 10 :  1442244070 ISBN 13 :  9781442244078
Editeur : Rowman & Littlefield, 2015
Couverture rigide