Creative competition

Author: Per
Publisher:
Publish Date: 2004-01-01
Features: About advertising, sometimes you can spot the best work at a glance, but it's far from that simple for most print ads. Sometimes, even minor changes in the headline, copy, or layout can transform an average ad into a sharp one, or vice versa. This requires both experience and creativity, but more importantly, it relies on research and surveys based on objectivity and empirical evidence. Creative Contests provides you with concrete examples of research and case studies from the Gallup-Robinson Company. The principles of copy testing in the book are highly scientific and actionable, and the firsthand accounts from top advertising design masters make these principles vivid and concrete. The main part of the book consists of 40 sets of print ad case studies, where you can technically analyze and compare the various factors and stages that influence the impact of an ad. The results, based on thorough research and testing, are available for you to carefully examine and contemplate.