Great print advertising : creative approaches, strategies, and tactics

大拱桥--暨南大学学生门户 » 图书馆 » 广告 » Great print advertising : creative approaches, strategies, and tactics


名称	Great print advertising : creative approaches, strategies, and tactics

索引号	J524.3/E997
分类号	J524.3 J524.3(广告) J524(工商工艺美术) J52(中国工艺美术) J5(工艺美术) J(艺术)
作者	Antin、 Tony.、
出版社	New York : J. Wiley, c1993.
ISBN
页数	vi, 247 p. : ill. ; 26 cm.
价格
标签
简介
注解	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.