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Print Matters: How to Write Great Advertising
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...
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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