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Strategic Copywriting: How to Create Effective Advertising
 
Manufacturer: Rowman & Littlefield Publishers, Inc.
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Product Description
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 the reader 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.

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In-Depth focus on advertising
 
Review Date: July 5, 2006
Reviewer: Janice King, www.writinghightech.com
If advertisements are a major focus of your work, this book provides a good introduction to the writing challenges in different advertising media. All copywriters will benefit from reading the chapters on research, developing a creative strategy, and writing headlines & slogans.

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