The Experts Praise

Print Matters

Print Matters provides a comprehensive, easy read for both the beginning advertising student and the seasoned professional. The book offers a wealth of information presented in a practical fashion. It’s an outstanding addition to anyone’s advertising library.

This is a very interesting book, with excellent examples, clear explanations, and easy-to-apply theories if you’re looking to develop effective advertising campaigns.

This text offers a practical, thorough, applied approach to print advertising and is a must for any course on print advertising. The text provides step-by-step instructions on how to create effective print advertisements, but also provides sufficient theory for students to understand why print ads are designed in a particular manner. This text is excellent for instructors who want their students to learn how to create print ads, not just learn about print advertising.

Print advertising ain’t dead. Quite the contrary. In this ever-changing world of fast, hip, digital communications, we may forget that one thing never changes—the life and death impact of great writing. Advertising scholars Hines and Lauterborn offer great advice on the power of words— advice for clients, planners, strategists—all students of advertising.

Hines and Lauterborn are right on with this book. The importance of drawing in and holding the reader in print advertising can’t be overstated, since it is far and away the most important medium for solid delivery of the advertising message.

The authors show that this works both ways: studies demonstrate that print is the best medium, and they show those in the advertising business how to make sure they use it to best advantage.

No shallowness in this book—Hines and Lauterborn cover all bases. What a boon this book will be for those wanting to learn all about advertising. Love their textual and visual illustrations.

Great champions master fundamentals first. This book is a master foundation for championship print advertising. I hired and fired a lot of would-be talent. I wish I had this book earlier in my career. I could have said, “Come back and see me when you have memorized this.”

This book is a master foundation for great print advertising. If you want a job in persuasive communications, memorize this book before you go on any interviews.

Randy Hines’s monthly column offers practical and common-sense advice to newspapers across the country. So, it comes as no surprise that this book follows the same successful formula: Textbook advice written in non-textbook language with contemporary examples illustrating his points. He introduces you to what you should know and reintroduces you to what you already know—signs of the good teacher he is. You’ll take much away from this classroom of Professor Hines.

The book provides an excellent summary of essential consumer behavior and research concepts that every copywriter needs to know.

In this highly readable, usable volume, the authors show thatplain, simple, effective language still matters—maybe more than ever in today’s over-marketed, over-communicated marketplace. And regardless of the media you are using, the principles they explain so clearly will help you craft more effective advertising messages.

Companies that advertise do better than companies that don’t advertise. It’s expensive and consumers say they hate it, yet it continues to be the defining quality in a brand’s success or failure. In Print Matters, Randall Hines & Robert Lauterborn explain how advertising has changed, what works, what doesn’t, and why. It’s a good, useful and very readable book from which I expect to be quoting fairly regularly.

As we are now fully engaged in the era of interactive advertising media, it is critically important to reinforce the basic principles of effective advertising … this book captures the essence of persuasive print techniques, compelling ad copy, and useful hands-on lessons that apply now more than ever. I have used it for online IMC Multi-Channel Media courses to the delight of the graduate students who appreciate such well-honed print wisdom and insight.

… a great conversational style with focused descriptions, explanations, definitions, and illustrations that will give great guidance to anyone trying to master the essentials of creating more powerful print advertising.