Great print advertising : creative approaches, strategies, and tactics /
Antin, Tony, 1923-
Great print advertising : creative approaches, strategies, and tactics / Tony Antin. - New York : J. Wiley, c1993. - vi, 247 p. : ill. ; 26 cm.
Includes index.
The unique opportunity to learn -- How great print advertisements get that way -- The A : an appealing propositional benefit -- The B : quick, easy recognition of the propositional benefit -- The C : the propositional benefit made fully clear -- Layout : so elementary but so surprisingly misunderstood -- The laid-on benefit : when the propositional benefit needs help -- How to write headlines -- How to condense -- Typography : the voice of print -- The creative flow chart and the two approaches to greatness -- 25 creative tactics for great print advertisements starting with routine propositions -- Sampling of great print advertisements and what made them great -- CODA : how to always get at least 90% of the way to greatness ... and more often all the way -- Appendix: CHECKLIST for the A, B & C of effective print advertising with SCORING SYSTEM for approaches, strategies and tactics to reach greatness.
9780471557135
Advertising copy.
Advertising layout and typography.
Advertising, Magazine.
659.132 ANT
Great print advertising : creative approaches, strategies, and tactics / Tony Antin. - New York : J. Wiley, c1993. - vi, 247 p. : ill. ; 26 cm.
Includes index.
The unique opportunity to learn -- How great print advertisements get that way -- The A : an appealing propositional benefit -- The B : quick, easy recognition of the propositional benefit -- The C : the propositional benefit made fully clear -- Layout : so elementary but so surprisingly misunderstood -- The laid-on benefit : when the propositional benefit needs help -- How to write headlines -- How to condense -- Typography : the voice of print -- The creative flow chart and the two approaches to greatness -- 25 creative tactics for great print advertisements starting with routine propositions -- Sampling of great print advertisements and what made them great -- CODA : how to always get at least 90% of the way to greatness ... and more often all the way -- Appendix: CHECKLIST for the A, B & C of effective print advertising with SCORING SYSTEM for approaches, strategies and tactics to reach greatness.
9780471557135
Advertising copy.
Advertising layout and typography.
Advertising, Magazine.
659.132 ANT
