MARC Record from Scriblio

LEADER: 01714cam 2200253 a 4500
001 92027820
003 DLC
005 20010912133201.0
008 920717s1993 nyua 001 0 eng
010 $a 92027820
020 $a0471557137 (alk. paper)
040 $aDLC$cDLC$dDLC
050 00 $aHF5825$b.A58 1993
082 00 $a659.13/2$220
100 1 $aAntin, Tony,$d1923-
245 10 $aGreat print advertising :$bcreative approaches, strategies, and tactics /$cTony Antin.
260 $aNew York :$bJ. Wiley,$cc1993.
300 $avi, 247 p. :$bill. ;$c26 cm.
500 $aIncludes index.
505 0 $aThe 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.
650 0 $aAdvertising copy.
650 0 $aAdvertising layout and typography.
650 0 $aAdvertising, Magazine.
856 4 $3Table of Contents$uhttp://www.loc.gov/catdir/toc/onix01/92027820.html