Edd Applegate

Strategic Copywriting

How to Create Effective Advertising

• Gebundenes Buch

Produktbeschreibung

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

Produktdetails

• Verlag: Rowman & Littlefield Publishers
• Second Edition
• Seitenzahl: 310
• Erscheinungstermin: 14. Oktober 2015
• Englisch
• Abmessung: 260mm x 183mm x 21mm
• Gewicht: 783g
• ISBN-13: 9781442244078
• ISBN-10: 1442244070
• Artikelnr.: 43218249

Autorenporträt

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.

Inhaltsangabe

Preface Part I. The Message Chapter 1: Research The Client Who Are the
Consumers? Motivating Consumers Exercises Chapter 2: Creative Strategy
Creative Strategy Research The Creative Strategy The Brand The Advertising
Message Strategy Exercises Chapter 3: Advertising Copy Research Guidelines
for Testing What Should Be Evaluated Pretests Posttests Exercises Chapter
4: An Introduction to Design Layout Elements Layout Design Layouts
Frequently Used Designs for Advertisements Illustrations or Photographs
Typography The Use of Color Exercises Chapter 5: Headlines and Slogans AIDA
Headlines "Under the Radar" Advertising Slogans Illustrations Exercises
Chapter 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 Exercises Part II. The Media Chapter 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 Exercises
Chapter 8: Magazine Advertising Advantages of Magazines as an Advertising
Medium Disadvantages of Magazines as an Advertising Medium How to Write
Advertisements for Consumer Magazines Business-to-Business Advertising
Agricultural or Farm Publications Exercises Chapter 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 Exercises Chapter 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 Product Television Commercial
Formats Humor in Television Commercials Sex in Television Commercials The
Script The Storyboard How to Write a Television Commercial Exercises
Chapter 11: Internet and Social Media Advertising Advantages of the
Internet Disadvantages of the Internet What Is Wrong with the Internet
Internet Advertisements Creating Internet Advertising Social Media Terms
That May Be Important Exercises Chapter 12: Direct Mail Advertising
Advantages of Direct Mail Advertising Disadvantages of Direct Mail
Advertising The All-Important Mailing List Testing Direct Mail What Works
in Direct Mail Advertising Examining Direct Mail Summary of What Makes
Direct Mail Effective Exercises Chapter 13: Other Media Advertising Outdoor
or Transit Advertising Point-of-Purchase Advertising Yellow Pages
Advertising Exercises Chapter 14: Public Relations and Corporate
Advertising How Public Relations Differs from Advertising Advantages of
Public Relations Disadvantages of Public Relations Tools of Public
Relations Corporate Advertising Exercises Appendix A: Advice on How to Get
a Job in Advertising What Do You Want to Do? What about Graduate School?
What Are Your Selling Points? How Does Your Work Compare with That of
Others, Especially Professionals? Searching for Your First Job Applying for
Your First Job in Advertising A Final Note Appendix B: Graduate Programs
Appendix C: Advertising and Marketing Associations Selected Bibliography
Index