The definitive book on creating ads that sell by one of the world's leading experts in this area. Gives detailed, step-by-step instructions for developing print ads that are always effective. Packed with examples of ads that work--and those that don't--plus clear, specific explanations of the subtle differences between them.
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Editorial Reviews
From the Publisher
The definitive book on creating ads that sell by one of the world's leading experts in this area. Gives detailed, step-by-step instructions for developing print ads that are always effective. Packed with examples of ads that work--and those that don't--plus clear, specific explanations of the subtle differences between them.
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Most Helpful Customer Reviews
6 of 6 people found the following review helpful:
1.0 out of 5 stars
Sominex by the pages,
By A Customer
This review is from: Great Print Advertising: Creative Approaches, Strategies, and Tactics (Paperback)
Mr. Antin has spouted his views on how advertising should be and at the same time single handedly created copydrones to carry on his boring dictums. Thank God for Luke Sullivan and many other creatives that follow their own drummer and keep this business alive and vibrant. I think this book should have a pillow top cover so when you fall asleep reading it you at least have somewhere to rest your head.
7 of 8 people found the following review helpful:
2.0 out of 5 stars
He's living in the 1950s,
By A Customer
This review is from: Great Print Advertising: Creative Approaches, Strategies, and Tactics (Paperback)
The ads he advocates (he gives numerous examples in these pages) were bland 25 years ago. TIme has moved on...but Mr. Antin has not. If the idea of advertising is to capture your audience attention, why do what has already been done? What you can see on any UHF station anytime? Mr. Antin apparently doesn't like to be challenged, because there's nothing here a bright twelve year old could not come up with.
4 of 4 people found the following review helpful:
2.0 out of 5 stars
Absolut Waste,
By John Grabowski (USA) - See all my reviews
This review is from: Great Print Advertising: Creative Approaches, Strategies, and Tactics (Paperback)
If everyone did what Mr. Antin believes in, advertising would be dull. Duller than it already often is, even. He seems to think that Readers Digest headlines and banal wordplay are the sin qua non of advertising creativity. It's sad that he lectures to members of the business community, and that they apparently take what he says seriously. It explains why so many clients are reactive, imitative, and why their advertising blends together and is quickly forgotton. And why when a company or industry breaks the "rules" they create memorable work (Nike, Got Milk, Porsche, Isuzu). 256 pages of waste.
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