| Description |
xv, 402 pages : illustrations (chiefly color), portraits (some color) ; 23 cm |
| Contents |
Ch. 1. Unconventional wisdom -- Ch. 2. How to find your voice -- Ch. 3. The eight greatest lies you'll ever be told -- Ch. 4. The creative work before the creative work -- Ch. 5. How to get an idea -- Ch. 6. The five critical choices -- Ch. 7. How to craft visuals -- Ch. 8. How to craft copy -- Ch. 9. The global view -- Ch. 10. The cutting edge agenda |
| Summary |
"Reprinted ten times in four years and now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted."--BOOK JACKET |
| Notes |
Previous ed.: 1999 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising copy.
|
|
Advertising layout and typography.
|
|
Advertising.
|
|
Advertising -- Handbooks, manuals, etc.
|
| Genre/Form |
Handbooks and manuals.
|
|
Handbooks and manuals.
|
| LC no. |
2004474029 |
| ISBN |
9812445579 |
|
9812446826 |
|
