Ads Should Win Rewards, Not Awards
Robert W. Bly, www.bly.com
Bob Bly is the author of more than seventy books, including The Copywriter’s Handbook. Bly advises: “To define what constitutes good print advertising, we begin with what a good print ad is not: It is not creative for the sake of being creative. It is not designed to please copywriters, art directors, agency presidents or even clients. Its main purpose is not to entertain, win awards or shout at the readers, ‘I am an ad. Don’t you admire my fine writing, bold graphics and clever concept?’ In other words, ignore most of what you would learn as a student in any basic advertising class or as a trainee in one of the big Madison Avenue consumer ad agencies.” Bly explains,
As for what an ...
Get Get Clients Now! (TM), 3rd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
