Description: No one has studied print advertising the way Tony Antin has - or for longer. No one has defined the techniques and principles with such brilliant clarity. No one has practiced them with more success. And no one is more inspiring, yet more down-to-earth about it all. Tony Antin has worked in advertising for over 40 years, a number of them as Vice President and Director of Creative Services for Reader's Digest. He has produced many multiyear advertising campaigns for some of the world's leading companies. And as one of the most sought-after lecturers in the field, he and his print seminars for companies and agencies around the globe are extolled as "totally unique, richly informative and wonderfully entertaining". Now, in Great Print Advertising, Tony Antin shares his proven practices for creating print advertising which he promises "will always take you at least 90% of the way to greatness, and more often on to the pinnacle". This eminently practical - but also sprightly-written and, at times, biting - guide and reference offers you step-by-step guidelines for creating effective print advertisements every time; how advertisements go from effective to truly great; and how to reach that level more often; examples of advertisements that work - and those that don't - with valuable lessons learned from both; and easy-to-follow criteria for evaluating print advertisements before you spend the money - or risk your reputation - running them. You will want a copy of this book - you will positively dog-ear it with use - if you are a marketing or advertising director, a product manager or assistant, an agency creative director, copywriter or art director, an agency account-side person, a student orteacher of advertising, or anyone who must sometimes say or do something intelligent about print advertising.

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