Strategic Copywriting

How to Create Effective Advertising
The third edition of this detailed how-to guide introduces students to time-tested strategies for writing and designing successful ads across all types of media. All chapters are updated with new data, strategies, and examples, and the topic of AI is addressed alongside social media and internet advertising.

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 third edition, Edd Applegate explains core principles that have guided advertising for decades and introduces how to identify target markets and employ tests before and after an ad runs. The book discusses the impact of artificial intelligence and the numerous AI tools being used by advertising agencies. It also addresses corporate advertising and public relations, especially the various communications tools, such as news or press releases. Throughout, students learn the principles and processes of producing creative advertising for different media, including the internet, social media, television, radio, magazine, newspaper, and outdoor. Real advertisements from agencies of all sizes across the United States illustrate what works—or doesn’t—and why.

The third edition features updated information in each chapter with
-New sample ads from real advertising agencies
-New coverage of AI alongside Social Media and Internet Advertising

UK Delivery:

• Free delivery on all orders of £10 or more.
• £1.49 delivery fee on orders below £10.
• UK orders are shipped via Royal Mail 2nd Class.

International Delivery:

• Flat rate delivery charges vary by country.

Dispatch and Delivery Times:

• All orders are shipped from our warehouse in Northampton, UK within 48 hours of receipt during working hours.
• UK mainland orders typically arrive within 3-5 working days via Royal Mail 2nd Class.
• International estimated delivery times:
• Europe & Channel Islands: 7 to 10 working days
• USA: 7 to 15 working days
• Rest of the World: 9 to 21 working days

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