Great print advertising
Subtitle: creative approaches, strategies, and tactics
By: Tony Antin.
Publisher: J. Wiley; Wiley
Published: 1993
Place of publication: New York
Language: eng
Number of pages: 247
Subjects: Advertising copy; Advertising layout and typography; Advertising, Magazine
Notes: Includes index.
Table of contents: title: The unique opportunity to learn; title: How great print advertisements get that way; title: The A : an appealing propositional benefit; title: The B : quick, easy recognition of the propositional benefit; title: The C : the propositional benefit made fully clear; title: Layout : so elementary but so surprisingly misunderstood; title: The laid-on benefit : when the propositional benefit needs help; title: How to write headlines; title: How to condense; title: Typography : the voice of print; title: The creative flow chart and the two approaches to greatness; title: 25 creative tactics for great print advertisements starting with routine propositions; title: Sampling of great print advertisements and what made them great; title: CODA : how to always get at least 90% of the way to greatness ... and more often all the way; title: Appendix: CHECKLIST for the A, B & C of effective print advertising with SCORING SYSTEM for approaches, strategies and tactics to reach greatness.