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Title: Great Print Advertising: Creative Approaches, Strategies, and Tactics by Anthony Antin, Tony Antin ISBN: 0-471-55713-7 Publisher: John Wiley & Sons Pub. Date: February, 1993 Format: Paperback Volumes: 1 List Price(USD): $39.95

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Average Customer Rating: 2.25 (4 reviews)

Rating: 2
Summary: He's living in the 1950s
Comment: The ads he advocates (he gives numerous examples in these pages) were bland 25 years ago. TIme has moved on...but Mr. Antin has not. If the idea of advertising is to capture your audience attention, why do what has already been done? What you can see on any UHF station anytime? Mr. Antin apparently doesn't like to be challenged, because there's nothing here a bright twelve year old could not come up with.

Rating: 1
Summary: Sominex by the pages
Comment: Mr. Antin has spouted his views on how advertising should be and at the same time single handedly created copydrones to carry on his boring dictums. Thank God for Luke Sullivan and many other creatives that follow their own drummer and keep this business alive and vibrant. I think this book should have a pillow top cover so when you fall asleep reading it you at least have somewhere to rest your head.

Rating: 4
Summary: Customer-centric Advertising Sells
Comment: I read Tony Antin's book. As a print advertising copywriter, I found it very useful because it supports the idea that "customer-centric" advertising is the way to go. Antin doesn't say you can't be creative or memorable. Just the opposite, in fact -- as long as you quickly and clearly communicate the most compelling reasons why the target audience would want your product. I highly recommend the book.