Print Matters: How to Write Great Advertising Copy - Softcover

Hines, Randall

Softcover

ISBN 10: 1933199105 ISBN 13: 9781933199108

Publisher: Racom Communications, 2008

Synopsis

Print matters still. In fact, it matters more than ever, even”maybe especially”in a world of continuous rapid-fire media innovations because it provides the standard”the acid test”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? Why, you read the sentence or paragraph or page over again”too often more than once. A woman named Evelyn Wood built a speed-reading franchise on this simple truth. Her instructors don't teach you to read faster; they teach you to concentrate better so you don't have to reread. That's why Evelyn Wood graduates not only seem to read faster, they also remember better.

About this title

About the Author

Bob Lauterborn is the James L. Knight professor of advertising in the University of North Carolina-Chapel Hill School of Journalism and Mass Communication. Lauterborn was director of Marketing Communication & Corporate Advertising for International Paper worldwide and creative director of General Electric's 400-person in-house agency. Over the past 12 years, he has consulted or conducted seminars and workshops for more than 50 organizations in 21 countries on five continents.

Review

"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

Edition details

• Publisher: Racom Communications
• Publication date: 2008
• ISBN 10: 1933199105
• ISBN 13: 9781933199108
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 240