Strategic copywriting : (Record no. 381)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 04902cam a2200337 i 4500 |
| 001 - CONTROL NUMBER | |
| control field | 18696157 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | Urbe University |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20210916124445.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 150713s2016 mdua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2015026487 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781442244078 (cloth : alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781442244085 (pbk. : alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Cancelled/invalid ISBN | 9781442244092 (electronic) |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Language of cataloging | eng |
| Transcribing agency | DLC |
| Description conventions | rda |
| Modifying agency | DLC |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | pcc |
| 043 ## - GEOGRAPHIC AREA CODE | |
| Geographic area code | n-us--- |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5825 |
| Item number | .A66 2016 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Edition number | 23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Applegate, Edd, |
| Relator term | author. |
| 245 10 - TITLE STATEMENT | |
| Title | Strategic copywriting : |
| Remainder of title | how to create effective advertising / |
| Statement of responsibility, etc | Edd Applegate. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | Second edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Lanham : |
| Name of publisher, distributor, etc | Rowman et Littlefield , |
| Date of publication, distribution, etc | 2016 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxii, 286 pages : |
| Other physical details | illustrations ; |
| Dimensions | 26 cm |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Preface Part I. The MessageChapter 1: ResearchThe Client Who Are the Consumers? Motivating Consumers Exercises Chapter 2: Creative StrategyCreative Strategy Research The Creative Strategy The Brand The Advertising Message Strategy ExercisesChapter 3: Advertising Copy Research Guidelines for Testing What Should Be Evaluated Pretests Posttests ExercisesChapter 4: An Introduction to Design Layout Elements Layout Design Layouts Frequently Used Designs for Advertisements Illustrations or Photographs Typography The Use of Color ExercisesChapter 5: Headlines and Slogans AIDA Headlines "Under the Radar" AdvertisingSlogans Illustrations ExercisesChapter 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 ExercisesPart II. The MediaChapter 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 ExercisesChapter 8: Magazine AdvertisingAdvantages of Magazines as an Advertising Medium Disadvantages of Magazines as an Advertising MediumHow to Write Advertisements for Consumer Magazines Business-to-Business Advertising Agricultural or Farm Publications ExercisesChapter 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 ExercisesChapter 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 ProductTelevision Commercial Formats Humor in Television Commercials Sex in Television Commercials The Script The Storyboard How to Write a Television Commercial ExercisesChapter 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 ExercisesChapter 12: Direct Mail Advertising Advantages of Direct Mail Advertising Disadvantages of Direct Mail Advertising The All-Important Mailing List Testing Direct MailWhat Works in Direct Mail Advertising Examining Direct Mail Summary of What Makes Direct Mail Effective ExercisesChapter 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 ExercisesAppendix A: Advice on How to Get a Job in AdvertisingWhat 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 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising copy. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Copy writers |
| General subdivision | Vocational guidance |
| Geographic subdivision | United States. |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| a | 7 |
| b | cbc |
| c | orignew |
| d | 1 |
| e | ecip |
| f | 20 |
| g | y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Non-fiction | URBE Library | URBE Library | General Stacks | 09/15/2021 | PURCHASE | HF5825 .A66 2016 C.1 | 0722 | 09/16/2021 | 1 | 09/16/2021 | Books | |||||
| Library of Congress Classification | Non-fiction | URBE Library | URBE Library | General Stacks | 09/15/2021 | PURCHASE | HF5825 .A66 2016 C.2 | 0723 | 09/16/2021 | 2 | 09/16/2021 | Books |