Table of contents for

Print Matters

by Randall Hines and Robert Lauterborn

• Chapter 1 The Importance of Print
  • The Primacy of Print
  • Parting Shot

• Chapter 2 Are You Talking to Me?
  • In Focus
  • Differences and Distinctions
  • Even a Unique Attribute Isn’t Enough
  • But There’s More
  • Engineers Aren’t Always to Blame
  • “You can observe a lot by just watching.” (Yogi Berra)
  • Two Types of Research
  • What Do You Do with All That Stuff?
  • Taking It to the Next Level
  • Recap
  • For Further Reading

• Chapter 3 First, Get My Attention
  • In Focus
  • It’s Not Who’s First; It’s Who Lasts
  • What’s My Motivation?
  • Research: Hitting the Sweet Spot
  • It’s Not an Either/Or Decision
  • Where’s Waldo?
  • Why, Daddy?
  • Hierarchy of Customers
  • It’s All in Your Head
  • Recap
  • For Further Reading

• Chapter 4 Visuals Reach Customers
  • In Focus
  • Graphic Arts
  • Use Captions
  • Using Photographs
  • Legal, Cultural Cautions
  • Stock Photos Can Backfire
  • Recap
  • Notes
  • For Further Reading

• Chapter 5 Headlines and Subheads
  • In Focus
  • Heads and Visuals: Working as a Team
  • Types of Headlines
  • Rules to Follow—Usually
  • Subheads
  • Recap
  • Notes
  • For Further Reading

• Chapter 6 Copy That Makes the Sale
  • In Focus
  • That Golden Lemon

• Chapter 7 Select the Proper Font
  • In Focus
  • Major Font Characteristics
  • Type Personalities
  • Element Relationships
  • Boldface
  • Italics
  • ALL CAPITALS
  • Reverse Type
  • Other Considerations
  • Text Alignment
  • Column Width
  • Recap
  • For Further Reading

• Chapter 8 Designing an Ad
  • In Focus
  • Equilibrium
  • Proportion
  • Contrast
  • White Space
  • Color
  • Overprints: Printing Text on Top of Photos
  • SAUs
  • Recap
  • Notes
  • For Further Reading

• Chapter 9 Direct Marketing
  • In Focus
  • Direct Mail
  • Mailing Lists
  • Envelope
  • Postage
  • Letter
  • Collateral
  • Timing
  • Catalogs
  • E-Mail
  • Online Advertising
  • Recap
  • Notes
  • For Further Reading

• Chapter 10 Out-of-Home
  • In Focus
  • Billboards
  • Transit Advertising
  • Inflatables
  • Miscellaneous
  • Notes

• Chapter 11 Ad Campaigns
  • In Focus
  • What Are You Trying to Accomplish?
  • Corporate Advertising
  • Issue Advertising
  • Consumer Advertising
  • Trade Advertising
  • Integrated Marketing Communications
  • Recap
  • For Further Reading

• Chapter 12 Selling the Work
  • In Focus
  • Selling in Print
  • Selling vs. the Competition by Content Analysis
  • Recap

• Chapter 13 Legal and Ethical Issues
  • In Focus
  • Legal Concerns
  • Ethical Concerns
  • Sexism in Print Ads
  • Why Be Ethical?
  • Recap
  • Notes
  • For Further Reading
  • About the Authors

• Appendix A
  • American Advertising Federation (AAF)

• Appendix B
  • Power of the Printed Word: International Paper Campaign
  • Glossary
  • Illustration Credits
  • Index