Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century, Third Edition

6. The Five Critical Choices

A concept ground is selected. A campaign idea is taking shape. The next question is: what kind of print ad should be done? There are really only five choices. Cutting edge creatives make them intuitively, with little conscious debate. In many cases, the ideas themselves dictate the choices. There are some executional rules though, if the cutting edge is to be achieved.

Will You Send a Postcard or a Letter?

It is all a question of words, and whether you want to be more visual than verbal.

Mostly, a postcard is a visually-led ad. Not always, but mostly. Certainly, by definition, postcards always have very few words; ...