Applegate, Edd
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자료유형 | E-BOOK |
---|---|
서명/저자사항 | Strategic copywriting [electronic resource]: how to create effective advertising/ Edd Applegate. |
개인저자 | Applegate, Edd,author, |
판사항 | Second edition. |
발행사항 | Lanham: Rowman & Littlefield, [2016]. |
형태사항 | 1 online resource (286 pages): illustrations. |
기타형태 저록 | Print version: Applegate, Edd, author. Strategic copywriting. Second edition 9781442244078 |
ISBN | 9781442244092 1442244097 |
서지주기 | Includes bibliographical references and index. |
내용주기 | Research -- Creative strategy -- Advertising copy research -- An introduction to design -- Headlines and slogans -- Body copy -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Internet and social media advertising -- Direct mail advertising -- Other media advertising -- Public relations and corporate advertising. |
요약 | "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"--Provided by publisher. |
주제명(지명) | United States. --fast |
일반주제명 | Advertising copy. Copy writers --Vocational guidance --United States. Advertising copy. Copy writers --Vocational guidance. BUSINESS & ECONOMICS / Advertising & Promotion |
언어 | 영어 |
바로가기 | URL |
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