Great print advertising creative approaches, strategies, and tactics
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
New York :
J. Wiley
c1993.
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| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991003092219708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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.
