Strategic Copywriting: How to Create Effective Advertising 2edWhen 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