TY  - BOOK
AU  - Antin,Tony
TI  - Great print advertising: creative approaches, strategies, and tactics 
SN  - 0471557137 (alk. paper)
AV  - HF5825 .A58 1993
U1  - 659.13/2 20
PY  - 1993///
CY  - New York
PB  - J. Wiley
KW  - Advertising copy
KW  - Advertising layout and typography
KW  - Advertising, Magazine
KW  - Advertising
N1  - 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
UR  - http://www.loc.gov/catdir/toc/onix01/92027820.html
UR  - http://www.loc.gov/catdir/enhancements/fy0706/92027820-d.html
UR  - http://www.archive.org/details/greatprintadvert00anti
UR  - http://www.openlibrary.org/books/OL1724172M
ER  -