戦略的コピーライティング（第３版） Strategic Copywriting : How to Create Effective Advertising （3RD）

Applegate, Edd

Bloomsbury Academic（2025/11発売）

• 製本 Hardcover:ハードカバー版／ページ数 336 p.
• 言語 ENG
• 商品コード 9798881806767
• DDC分類 659.1

Full Description

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 third edition, Edd Applegate explains core principles that have guided advertising for decades and introduces how to identify target markets and employ tests before and after an ad runs. The book discusses the impact of artificial intelligence and the numerous AI tools being used by advertising agencies. It also addresses corporate advertising and public relations, especially the various communications tools, such as news or press releases. Throughout, students learn the principles and processes of producing creative advertising for different media, including the internet, social media, television, radio, magazine, newspaper, and outdoor. Real advertisements from agencies of all sizes across the United States illustrate what works—or doesn't—and why.

The third edition features updated information in each chapter with
-New sample ads from real advertising agencies
-New coverage of AI alongside Social Media and Internet Advertising

Contents

List of Boxes, Figures, and Tables
Preface

Part I: The Message
1. Research
2. Creative Strategy
3. Advertising Copy Research
4. An Introduction to Design
5. Headlines and Slogans
6. Body Copy

Part II: The Media
7. Artificial Intelligence (AI) and Advertising on Social Media Platforms and the Internet
8. Television Advertising
9. Radio Advertising
10. Magazine Advertising
11. Newspaper Advertising
12. Out-of-Home Media Advertising
13. Direct Mail Advertising
14. Public Relations and Corporate Advertising

Appendix A. Getting a Job in Advertising
Selected Bibliography
Index
About the Author