Strategic Copywriting How to Create Effective Advertising

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