Rowman & Littlefield Publishers
Pages: 310
•
Trim: 7¼ x 10¼
978-1-4422-4407-8 • Hardback • November 2015 • $151.00 • (£117.00)
978-1-4422-4408-5 • Paperback • November 2015 • $71.00 • (£55.00)
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.
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
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, University of Oregon
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. (Previous Edition Praise)
— Quill and Scroll
An ideal text for courses in Advertising Copywriting, Creative Strategy, and Advertising Strategy.
Introduces students to consumer research, creative strategy, and ad design as well as the basics of ad writing.
Features dozens of ads created by small, medium, and large advertising agencies.
Emphasizes learning strategies and techniques.
Includes advertising via newspapers, magazines, radio, television, the Internet, social media, mobile platforms, direct mail, transit displays, outdoor furniture, point-of-purchase displays, the Yellow Pages, and more.
Features sample scripts, copy sheets, storyboards, direct mail campaigns, press releases, and creative briefs.
Includes public relations and corporate advertising.
Includes an appendix on "Advice on How to Get a Job in Advertising," with guidelines ranging from researching jobs to creating portfolios.
New features
The contents of the second edition have been strategically organized to help readers understand both the crafting of the message (part I) and the particular media in which advertising copy appears (part II)
Extensive updates throughout the book encompass all the ways that social media, digital media, and online content have changed and continue to change the world of advertising
Each chapter provides current information about the subject—from the habits of particular groups of consumers to recent details on advertisers’ direct mail expenditures
Exercises conclude each chapter, providing readers with an opportunity to build skills
Provides the strategies as well as the techniques copywriters need to understand to create effective advertising