STRATEGIC COPYWRITING

By Edd Applegate. Set your advanced students loose on this sophisticated business school textbook—and you just might push your ad sales to a higher level. This detailed how-to guide on techniques for writing and designing ads in newspapers, magazines, and other print media, as well as those broadcast on radio and television, introduces students to consumer research, creative strategy, and ad design as well as the basics of ad writing. Exercises end each chapter. Bibliography. Source notes. Rowman and Littlefield. 253 pages. ©2005.

View the following from this title:

• Table of contents
• Chapter 1: Research

“Applegate crafts good examples, and explains how to test and evaluate the effectiveness of advertising… A book that delivers on content. Particularly noteworthy are the chapters on Internet advertising, public relations and corporate advertising, and direct mail.”—Quill & Scroll

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