Great Print Advertising: Creative Approaches, Strategies, and Tactics

Overview

No one has studied print advertising the way Tony Antin has - or for longer. No one has defined the techniques and principles with such brilliant clarity. No one has practiced them with more success. And no one is more inspiring, yet more down-to-earth about it all. Tony Antin has worked in advertising for over 40 years, a number of them as Vice President and Director of Creative Services for Reader's Digest. He has produced many multiyear advertising campaigns for some of the world's leading companies. And as ...
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Overview

No one has studied print advertising the way Tony Antin has - or for longer. No one has defined the techniques and principles with such brilliant clarity. No one has practiced them with more success. And no one is more inspiring, yet more down-to-earth about it all. Tony Antin has worked in advertising for over 40 years, a number of them as Vice President and Director of Creative Services for Reader's Digest. He has produced many multiyear advertising campaigns for some of the world's leading companies. And as one of the most sought-after lecturers in the field, he and his print seminars for companies and agencies around the globe are extolled as "totally unique, richly informative and wonderfully entertaining." Now, in Great Print Advertising, Tony Antin shares his proven practices for creating print advertising which he promises "will always take you at least 90% of the way to greatness, and more often on to the pinnacle." This eminently practical - but also sprightly-written and, at times, biting - guide and reference offers you step-by-step guidelines for creating effective print advertisements every time; how advertisements go from effective to truly great; and how to reach that level more often; examples of advertisements that work - and those that don't - with valuable lessons learned from both; and easy-to-follow criteria for evaluating print advertisements before you spend the money - or risk your reputation - running them. You will want a copy of this book - you will positively dog-ear it with use - if you are a marketing or advertising director, a product manager or assistant, an agency creative director, copywriter or art director, an agency account-side person, a student or teacher of advertising, or anyone who must sometimes say or do something intelligent about print advertising.

Antin's creative advertising work at Reader's Digest, along with his famous seminars, have earned him a worldwide following. This book is the culmination of his 30 years in the business--ideal for business clients who must know how to critique print ads, as well as for copywriters and art directors who must create them. 75 photos.

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Product Details

  • ISBN-13: 9780471557135
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/28/1993
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 7.25 (w) x 10.19 (h) x 0.70 (d)

Table of Contents

Introduction 1
1 The Unique Opportunity to Learn 7
Pt. 1 The A, B & C of Effective Print Advertising 15
2 How Great Print Advertisements Get That Way 17
3 The A: Aid Appealing Propositional Benefit 23
4 The B: Quick, Easy Recognition of the Propositional Benefit 35
5 The C: The Propositional Benefit Made Fully Clear 51
Pt. 2 Executing the A, B & C of Effective Print Advertising 67
6 Layout: So Elementary But So Surprisingly Misunderstood 69
7 The Laid-On Benefit: When the Propositional Benefit Needs Help 81
8 How to Write Headlines 91
9 How to Condense 105
10 Typography: The Voice of Print 119
Pt. 3 From Effective to Great 141
11 The Creative Flow Chart and the Two Approaches to Greatness 143
12 25 Creative Tactics for Great Print Advertisements Starting with Routine Propositions 161
13 Sampling of Great Print Advertisements and What Made Them Great 191
Coda: How To Always Get At Least 90% of the Way to Greatness... and More Often All the Way 225
Appendix: Checklist for the A, B & C of Effective Print Advertising with Scoring System for Approaches, Strategies and Tactics to Reach Greatness 229
Additional Permission Notices 239
Index 241
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