Summary
[...] it might be better if the concept was introduced in the section on writing body copy, and then reintroduced in the direct mailing section. [...] the book would be stronger with a concluding wrap-up chapter to bring all the authors' ideas back into focus.
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Extract
Print Matters: How to Write Great Advertising
Print Matters: How to Write Great Advertising. Randall Hiñes and Robert Lauterborn. Chicago, IL: Racom Books, 2008. 223 pgs. $27.95 pbk.
People have been crying from rooftops everywhere: print is dying, if not already dead. Newspapers are on their way out. Move over, traditio...See the full content of this document
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