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Strategic Copywriting : How to Create Effective Advertising

By: Edd Applegate (Author)

Ksh 8,820.00
Format :

Format(s): DRM PDF DRM EPUB

ISBN-13: 9781442244092

Publisher: Rowman & Littlefield Publishers

Imprint: Rowman & Littlefield Publishers

Publication Date: November 5th, 2015

Country of Publication: US

Language: English

Pages: 310

Physical Edition EAN: 9781442244085

Category: Advertising

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  • Author Bio

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 advertisingwhether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platformsare 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 worksor notand why.

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