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Print Matters: How to Write Great Advertising |  | Authors: Randall Hines, Robert Lauterborn
Creators: Richard Hagle, Sans Serif Design
Publisher: Racom Communications
Category: Book
List Price: $27.95
Buy New: $19.49
as of 9/9/2010 05:36 CDT details
You Save: $8.46 (30%)
New (12) Used (3) from $19.41
Seller: thermite-media
Rating:  1 reviews
Sales Rank: 1235762
Media: Paperback
Edition: 1
Pages: 240
Number Of Items: 1
Shipping Weight (lbs): 0.9
Dimensions (in): 8.8 x 5.9 x 0.7
ISBN: 1933199105
Dewey Decimal Number: 420
EAN: 9781933199108
Publication Date: April 1, 2008
Availability: Usually ships in 1-2 business days
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Product Description
In a world of continuous rapid-fire electronic media innovations print stilll matters--maybe more than ever--because it provides the standard for relevance and communication power. Why print? Because it s the purest form of advertising an idea given power visually and crafted to move people with words. If you don t have an idea, it shows. If you can t write, people know. You can t hide emptiness behind a mesmerizing glare of glitzy TV production or trade on the familiar voice of a spokesperson to make a connection for you. It s just you and the reader. So print is the acid test for advertising as well as advertising people. Unlike electronic media, print requires our attention. If you lose your concentration when you re reading and your mind wanders, what do you do? You read the sentence or paragraph or page over again too often more than once. People process print differently, too. They think beyond the literal words on the page. They imagine. Print paitns pictures for readers. In short, Print as a discipline and as a medium matters to advertisers more than ever. This book shows how to harness its principles for greater profit.
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| Customer Reviews:
Print really does matter October 28, 2008
Kfran (Illinois)
1 out of 1 found this review helpful
I found this book to be a quick insightful read. The chapters provide specific insight to what exactly makes a good print advertisement. Also, the authors provide numerous examples which really help grasp the concept. As a advertising student, I found this book helpful. As a reader, I found this book enjoyable.
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