Creative Advertising

Paper Summary:

The paper is a book review of "Creative Advertising" by Mario Pricken. The paper notes that this is a book offering practical advice on the secrets of how ads are created, how they appeal to the consumer and how they use different techniques to sell products. The paper points out that the book is divided into subjects as if teaching the incipient advertiser how to learn about the field and how to learn to express ideas through copy and image together.

From the Paper:

"Advertising is a major form of promotion for businesses in America, with visual advertising in the form of newspaper and magazine ads, ads on billboards, television ads and similar ways of reaching the consumer. Anyone interested in the field of advertising, whether as a practitioner or a consumer will find much useful information in the book "Creative Advertising" by Mario Pricken, a book offering practical advice on the secrets of how ads are created, how they appeal to the consumer and how they use different techniques to sell products. The book is divided into subjects as if teaching the incipient advertiser how to learn about the field and how to learn to express ideas through copy and image together. Pricken first creates a framework for the creative team that will produce an ad and he always emphasizes the need for teamwork and for utilizing the best of the different individuals who make up the creative team."

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