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Strategic Copywriting is a 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. Edd Applegate walks us through the proven principles of writing advertisements, analyzing real ads to illustrate why certain words, phrases, and techniques are used and how they are—or aren't—effective in attracting consumers. Click here for PowerPoint Slides to accompany Strategic Copywriting
Part 1 Preface and Acknowledgments Part 2 Chapter 1 Research Chapter 3 The Client Chapter 4 Who Are the Consumers? Chapter 5 Motivating Consumers Chapter 6 Exercises Part 7 Chapter 2 Creative Strategy Chapter 8 Creative Strategy Research Chapter 9 The Creative Strategy Chapter 10 The Advertising Message Strategy Chapter 11 An Example of a Creative Strategy Chapter 12 Exercises Part 13 Chapter 3 Headlines and Slogans Chapter 14 AIDA Chapter 15 Headlines Chapter 16 "Under the Radar" Advertising Chapter 17 Slogans Chapter 18 Illustrations Chapter 19 Exercises Part 20 Chapter 4 Body Copy Chapter 21 The Right Attitude for Writing Body Copy Chapter 22 An Outline of a Typical Advertisement Chapter 23 What an Advertisement Must Have Chapter 24 Types of Body Copy Chapter 25 How to Write Body Copy Chapter 26 Exercises Part 27 Chapter 5 An Introduction to Design Chapter 28 Layout Elements Chapter 29 Layout Design Chapter 30 Layouts Chapter 31 Frequently Used Designs for Advertisements Chapter 32 Illustrations or Photographs Chapter 33 Typography Chapter 34 The Use of Color Chapter 35 Exercises Part 36 Chapter 6 Newspaper Advertising Chapter 37 Advantages of Newspapers as an Advertising Medium Chapter 38 Disadvantages of Newspapers as an Advertising Medium Chapter 39 Advertising Rates in Newspapers Chapter 40 Retail Advertisements Chapter 41 Small-Space Advertisements Chapter 42 Subscription Services Companies Chapter 43 Other Media for Local or Retail Advertisers Chapter 44 Copy Sheet for a Local or Retail Advertisement That Will Run in a Newspaper Chapter 45 Exercises Part 46 Chapter 7 Magazine Advertising Chapter 47 Advantages of Magazines as an Advertising Medium Chapter 48 Disadvantages of Magazines as an Advertising Medium Chapter 49 How to Write Advertisements for Consumer Magazines Chapter 50 Business-to-Business Advertising Chapter 51 Agricultural or Farm Publications Chapter 52 Exercises Part 53 Chapter 8 Radio Advertising Chapter 54 Types of Radio Advertising Chapter 55 Imagery Transfer Chapter 56 Advantages of Radio as an Advertising Medium Chapter 57 Disadvantages of Radio as an Advertising Medium Chapter 58 Types of Radio Commercials Chapter 59 Forms of Radio Commercials Chapter 60 Evoking Pictures in Radio Commercials Chapter 61 Music, Voices, and Sound Effects Chapter 62 How Many Words Should You Use in Radio Commercials Chapter 63 Humor in Radio Commercials Chapter 64 Terms an Advertising Copywriter Needs to Know Before Writing a Radio Commercial Chapter 65 Radio Script Format Chapter 66 Guidelines for Writing Radio Commercials Chapter 67 Exercises Part 68 Chapter 9 Television Advertising Chapter 69 Advantages of Television as an Advertising Medium Chapter 70 Disadvantages of Television as an Advertising Medium Chapter 71 What a Good Television Commercial Must Have Chapter 72 Tape or Film: Which Should Be Used? Chapter 73 Production Techniques Chapter 74 Showing the Product Chapter 75 Television Commerical Formats Chapter 76 Humor in Television Commercials Chapter 77 Sex in Television Commercials Chapter 78 The Script Chapter 79 The Storyboard Chapter 80 How to Write a Television Commercial Chapter 81 Exercises Part 82 Chapter 10 Direct Mail Advertising Chapter 83 Advantages of Direct Mail Advertising Chapter 84 Disadvantages of Direct Mail Advertising Chapter 85 The All-Important Mailing List Chapter 86 Testing Direct Mail Chapter 87 What Works in Direct Mail Advertising Chapter 88 Examining Direct Mail Chapter 89 Summary of What Makes Direct Mail Effective Chapter 90 Exercises Part 91 Chapter 11 Internet Advertising Chapter 92 Who Uses the Internet? Chapter 93 Advantages of the Internet Chapter 94 Disadvantages of the Internet Chapter 95 What Is Wrong with the Internet Chapter 96 Internet Advertisements Chapter 97 Creating Effective Internet Advertising Chapter 98 Terms That May Be Important Chapter 99 Exercises Part 100 Chapter 12 Other Media Advertising Chapter 101 Outdoor or Transit Advertising Chapter 102 Point-of-Purchase Advertising Chapter 103 Yellow Pages Advertising Chapter 104 Exercises Part 105 Chapter 13 Public Relations and Corporate Advertising Chapter 106 How Public Relations Differs from Advertising Chapter 107 Advantages of Public Relations Chapter 108 Disadvantages of Public Relations Chapter 109 Tools of Public Relations Chapter 110 Corporate Advertising Chapter 111 Exercises Part 112 Chapter 14 Advertising Copy Research Chapter 113 Guidelines for Testing Chapter 114 What Should Be Evaluated Chapter 115 Pretests Chapter 116 Posttests Part 117 Chapter 15 Advice on How to Get a Job in Advertising Chapter 118 What Do You Want to Do? Chapter 119 What about Graduate School? Chapter 120 What Are Your Selling Points? Chapter 121 How Does Your Work Compare with That of Others, Especially Professionals? Chapter 122 Searching for Your First Job Chapter 123 Applying for Your First Job in Advertising Part 125 Appendix: Graduate Programs Part 126 Selected Bibliography
Edd Applegate is professor of advertising at Middle Tennessee State University.