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Strategic Copywriting

Autor Edd C. Applegate
en Limba Engleză Hardback – 5 noi 2015
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.
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Specificații

ISBN-13: 9781442244078
ISBN-10: 1442244070
Pagini: 310
Ilustrații: 53 black & white illustrations, 16 tables
Dimensiuni: 178 x 257 x 25 mm
Greutate: 0.84 kg
Ediția:2 Rev ed.
Editura: Rowman & Littlefield

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Descriere

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