1001 Advertising Tips

Sidney Allinson is a Victoria-based communications consultant, Canadian
news correspondent for Britain’s The Army Quarterly and Defence, and
author of The Bantams: The Untold Story of World War I.

Aimed at those who are responsible for creating, sponsoring, or
evaluating print advertising, this clearly written, assiduously
researched, and lavishly illustrated book presents step-by-step
instructions on building a winning advertising campaign. The author
starts with a review of the importance of positioning a product (using
brand-name examples, he lists 50 ways of doing so). The rest of the book
covers various stages of the creative process. Layout principles, the
use of color, logotype design, credibility, testimonials, slogans, and
repetition are among the many topics addressed. Readers will derive
particular benefits from the very thorough chapter on copywriting. The
complete lack of information about Dupont’s background is a
disappointment in this otherwise worthwhile handbook for advertising
professionals.