Strategic Copywriting: How to Create Effective Advertising

by Edd Applegate

Overview

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 advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are 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 works—or not—and why.

Product Details

ISBN-13:	9781442244078
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	11/05/2015
Edition description:	Second Edition
Pages:	310
Product dimensions:	6.00(w) x 9.00(h) x 0.90(d)
Age Range:	18 Years

About the Author

Edd Applegate 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.

Table of Contents

Preface

Part I. The Message

Chapter 1: Research
The Client
Who Are the Consumers?
Motivating Consumers
Exercises

Chapter 2: Creative Strategy
Creative Strategy Research
The Creative Strategy
The Brand
The Advertising Message Strategy
Exercises

Chapter 3: Advertising Copy Research
Guidelines for Testing
What Should Be Evaluated
Pretests
Posttests
Exercises

Chapter 4: An Introduction to Design
Layout Elements
Layout Design
Layouts
Frequently Used Designs for Advertisements
Illustrations or Photographs
Typography
The Use of Color
Exercises

Chapter 5: Headlines and Slogans
AIDA
Headlines
“Under the Radar” Advertising
Slogans
Illustrations
Exercises

Chapter 6: Body Copy
The Right Attitude for Writing Body Copy
An Outline of a Typical Advertisement
What an Advertisement Must Have
Types of Body Copy
How to Write Body Copy
Exercises

Part II. The Media

Chapter 7: Newspaper Advertising
Advantages of Newspapers as an Advertising Medium
Disadvantages of Newspapers as an Advertising Medium
Advertising Rates in Newspapers
Retail Advertisements
Small-Space Advertisements
Subscription Service Companies
Other Media for Local or Retail Advertisers
Copy Sheet for a Local or Retail Advertisement That Will Run in a Newspaper
Exercises

Chapter 8: Magazine Advertising
Advantages of Magazines as an Advertising Medium
Disadvantages of Magazines as an Advertising Medium
How to Write Advertisements for Consumer Magazines
Business-to-Business Advertising
Agricultural or Farm Publications
Exercises

Chapter 9: Radio Advertising
Types of Radio Advertising
Imagery Transfer
Advantages of Radio as an Advertising Medium
Disadvantages of Radio as an Advertising Medium
Types of Radio Commercials
Forms of Radio Commercials
Evoking Pictures in Radio Commercials
Music, Voices, and Sound Effects
How Many Words Should Be Used in Radio Commercials
Humor in Radio Commercials
Terms That an Advertising Copywriter Needs to Know Before Writing a Radio Commercial
Radio Script Format
Qualities of Effective Radio Commercials
Guidelines for Writing Radio Commercials
Exercises

Chapter 10: Television Advertising
Advantages of Television as an Advertising Medium
Disadvantages of Television as an Advertising Medium
What a Good Television Commercial Must Have
Film and Digital
Production Techniques
Showing the Product
Television Commercial Formats
Humor in Television Commercials
Sex in Television Commercials
The Script
The Storyboard
How to Write a Television Commercial
Exercises

Chapter 11: Internet and Social Media Advertising
Advantages of the Internet
Disadvantages of the Internet
What Is Wrong with the Internet
Internet Advertisements
Creating Internet Advertising
Social Media
Terms That May Be Important
Exercises

Chapter 12: Direct Mail Advertising
Advantages of Direct Mail Advertising
Disadvantages of Direct Mail Advertising
The All-Important Mailing List
Testing Direct Mail
What Works in Direct Mail Advertising
Examining Direct Mail
Summary of What Makes Direct Mail Effective
Exercises

Chapter 13: Other Media Advertising
Outdoor or Transit Advertising
Point-of-Purchase Advertising
Yellow Pages Advertising
Exercises

Chapter 14: Public Relations and Corporate Advertising
How Public Relations Differs from Advertising
Advantages of Public Relations
Disadvantages of Public Relations
Tools of Public Relations
Corporate Advertising
Exercises

Appendix A: Advice on How to Get a Job in Advertising
What Do You Want to Do?
What about Graduate School?
What Are Your Selling Points?
How Does Your Work Compare with That of Others, Especially Professionals?
Searching for Your First Job
Applying for Your First Job in Advertising
A Final Note

Appendix B: Graduate Programs

Appendix C: Advertising and Marketing Associations

Selected Bibliography
Index

Editorial Reviews

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 and Scroll

A well-written presentation of the basic steps for creating strategic and effective advertisements. Strategic Copywriting is thorough yet succinct, offering better instruction than books written by industry ‘gurus’; a student could read this book and create better-than-average work without any outside coaching.

Ann Maxwell