Strategic Copywriting: How to Create Effective Advertising

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9780742530683: Strategic Copywriting: How to Create Effective Advertising

Strategic Copywriting is a detailed how-to guide on techniques for writing and designing ads in newspapers, magazines, and other print media, as well as those broadcast on radio and television. Edd Applegate walks us through the proven principles of writing advertisements, analyzing real ads to illustrate why certain words, phrases, and techniques are used and how they are—or aren't—effective in attracting consumers.
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About the Author:

Edd Applegate is professor of advertising at Middle Tennessee State University.

Review:

Applegate crafts good examples, and explains how to test and evaluate the effectiveness of advertising.... A book that delivers on content. Particularly noteworthy are the chapters on Internet advertising, public relations and corporate advertising, and direct mail. (Quill & Scroll)

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