- Paperback: 223 pages
- Publisher: Racom Communications; 1 edition (March 26, 2008)
- Language: English
- ISBN-10: 1933199105
- ISBN-13: 978-1933199108
- Product Dimensions: 6 x 0.6 x 9 inches
- Shipping Weight: 13.6 ounces (View shipping rates and policies)
- Average Customer Review: 1 customer review
- Amazon Best Sellers Rank: #1,269,976 in Books (See Top 100 in Books)
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Print Matters: How to Write Great Advertising Copy Paperback – March 26, 2008
This month's Book With Buzz: "The Lying Game" by Ruth Ware
From the instant New York Times bestselling author of blockbuster thrillers "In a Dark, Dark Wood" and "The Woman in Cabin 10" comes Ruth Ware’s chilling new novel, "The Lying Game." See more
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"Print advertising ain't dead. Quite the contrary. In this ever-changing world of fast, hip, digital communications, we may forget that one thing never changes -- the life and death impact of great writing. Advertising scholars Hines and Lauterborn offer great advice on the power of words -- advice for clients, planners, strategists -- all students of advertising." y --Richard Cole
Great champions master fundamentals first. This book is a master foundation for championship print advertising. I hired and fired a lot of would-be talent. I wish I had this book earlier in my career. I could have said, "Come back and see me when you have memorized this." This book is a master foundation for great print advertising. If you want a job in persuasive communications, memorize this book before you go on any interviews. --Sean Kevin Fitzpatrick
In this highly readable, usable volume, the authors show that plain, simple, effective language still matters--maybe more than ever in today's over-marketed, over-communicated marketplace. And regardless of the media you are using, the principles they explain so clearly will help you craft more effective advertising messages. --Rick Kean
About the Author
Bob Lauterborn is the James L. Knight Professor of Advertising in the UNC-Chapel Hill School of Journalism and Mass Communication, a distinguished chair made possible by a million-dollar grant from the Knight Foundation "to improve the teaching of advertising." He is a co-author of the best-selling book Integrated Marketing Communication: Pulling It Together and Making It Work (NTC, 1993), now translated into 13 languages. Prior to joining academia, Lauterborn was Director of Marketing Communication & Corporate Advertising for International Paper worldwide. He also spent 16 years with General Electric, principally in creative functions. As creative director of GE's 400-person house agency, he developed the FOCUS approach to improve creative performance and consistency across the group's 15 U.S. and overseas offices. In 2004, he was named "Advertising Educator of the Year" by Advertising Club of the Triangle, which set up two scholarships in his name, and in 2005 he received the Silver Medal Award, the American Advertising Federation's highest honor. Always active in the industry, he has been vice chairman of the Association of National Advertisers, chairman of the Business Marketing Association International and the Business Advertising Research Council, and a board member of several organizations, including the Advertising Research Foundation. In 1999, he was presented with the G.D. Crain, Jr. Award (named after the founder of Advertising Age) for "lifetime contributions to the development and improvement of business marketing," and inducted into the Business Marketing Hall of Fame. Over the past dozen years, he has consulted or conducted seminars and workshops for more than 50 organizations in 21 countries on five continents, including IBM, General Motors, ExxonMobil, Hewlett Packard, Monsanto, AT&T, Bank of America, BASF, Kellogg's, Eli Lilly and Philips. Randy Hines is a professor in the Communications Department at Susquehanna University. He has received three professor of the year awards during his 25-year teaching career. His doctorate is from Texas A&M in public relations, a profession in which he has obtained universal accreditation (APR). He has a B.A. and an M.A. in journalism from Kent State University. He also earned an M.Div. at Bethel Theological Seminary. Prior to joining Susquehanna in 2002, he taught in the University of North Carolina system, where he served as chair of the Mass Communications Department at UNC-Pembroke. He has also taught at East Tennessee State University and Kent State University. He has been active in the American Advertising Federation, starting a chapter at ETSU where he also served in the local AAF professional chapter, holding several positions, including first vice-president. His consulting work has included such clients as: American Water Heater Company, Creative Energy, Doe River Gorge Conference Center, Duke University, Eastman Chemical, Georgia Press Association, Hotel Günther, Johnson City Medical Center, Mid-Atlantic Newspaper Advertising Marketing Executives, New England Newspaper Association, Nuclear Fuel Services, Siemens, Sire Advertising, Tennessee Press Association and Wyoming Press Association. He publishes articles in various consumer, professional and academic publications. Since 1993 he has written monthly columns for 20 state press associations. He is also a regular columnist for the Southern Newspaper Press Association. He is lead co-author of The Writer's Toolbox: A Comprehensive Guide for PR and Business Communication (Kendall/Hunt, 2005). He also co-authored Feeling at Home in God s Family in 2006 with Dr. Stewart Brown Locally, he provides pro bono services for regional nonprofits and serves as copy editor of Susquehanna Life Magazine.