Strategic Copywriting: How to Create Effective Advertising [Paperback]

Edd Applegate (Author)

Book Description

ISBN-10: 074253068X | ISBN-13: 978-0742530683 | Publication Date: September 27, 2004

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.
Click here for PowerPoint Slides to accompany Strategic Copywriting

Editorial Reviews

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 )

About the Author

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

Product Details

• Paperback: 256 pages
• Publisher: Rowman & Littlefield Publishers (September 27, 2004)
• Language: English
• ISBN-10: 074253068X
• ISBN-13: 978-0742530683
• Product Dimensions: 9.1 x 7.3 x 0.5 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #496,376 in Books (See Top 100 in Books)

More About the Author

Edd Applegate earned his doctorate in mass communications and higher education from Oklahoma State University. He has received several fellowships and grants from various 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. He has received scholarships from the American Association of Advertising Agencies and the Freedoms Foundation at Valley Forge. He has attended insightful seminars at the Direct Marketing Institute for Professors, the Annenberg Washington Program, the Freedoms Foundation at Valley Forge, the American Press Institute, and the Freedom Forum Media Studies Center, among others. In addition to writing books, he has contributed approximately 75 entries and chapters to encyclopedias and other books. He has contributed more than 30 articles to refereed and non-refereed journals. He has taught undergraduate and graduate courses in advertsing and mass communications at several universities. His most recent book, which was published in 2011, concerns journalism in the United States.

Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

4.0 out of 5 stars In-Depth focus on advertising, July 5, 2006

By 

Janice King "Author, "Copywriting That Se... (www.writinghightech.com) - See all my reviews
(VINE VOICE)    (REAL NAME)   

This review is from: Strategic Copywriting: How to Create Effective Advertising (Paperback)

If advertisements are a major focus of your work, this book provides a good introduction to the writing challenges in different advertising media. All copywriters will benefit from reading the chapters on research, developing a creative strategy, and writing headlines & slogans.