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Strategic Copywriting: How to Create Effective Advertising,Used
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When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed howto guide, introduces students to timetested 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 advertisingwhether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platformsare addressed in stepbystep detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what worksor notand why.
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