Great print advertising : creative approaches, strategies, and tactics
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| Format: | Book |
| Language: | English |
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New York :
John Wiley ,
c1993
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Table of Contents:
- 1. The unique opportunity to learn
- 2. How great print advertisements get that way
- 3. The A : an appealing propositional benefit
- 4. The B : quick, easy recognition of the propositional benefit
- 5. The C : the propositional benefit made fully clear
- 6. Layout : so elementary but so surprisingly misunderstood
- 7. The laid-on benefit : when the propositional benefit needs help
- 8. How to write headlines
- 9. How to condense
- 10. Typography : the voice of print
- 11. The creative flow chart and the two approaches to greatness
- 12. 25 creative tactics for great print advertisements starting with routine propositions
- 13. Sampling of great print advertisements and what made them great