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

Autorentext
Edd Applegate is professor emeritus of Middle Tennessee State University, USA. He has taught undergraduate and graduate courses in advertising and mass communications for more than 30 years. His numerous publications include The Rise of Advertising in the United States and Cases in Advertising and Marketing Management (with Art Johnsen). He has been honored with fellowships and grants from 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.

Inhalt

List of Boxes, Figures, and Tables
Preface

Part I: The Message

1. Research

   2. Creative Strategy
   3. Advertising Copy Research
   4. An Introduction to Design
   5. Headlines and Slogans
   6. Body Copy

   Part II: The Media

2. Artificial Intelligence (AI) and Advertising on Social Media Platforms and the Internet

   8. Television Advertising
   9. Radio Advertising
   10. Magazine Advertising
   11. Newspaper Advertising
   12. Out-of-Home Media Advertising
   13. Direct Mail Advertising
   14. Public Relations and Corporate Advertising

   Appendix A. Getting a Job in Advertising
   Selected Bibliography
   Index
   About the Author