According to a famous copywriter, "Copy is the business of advertising." Of course, David Ogilvy meant print advertising, admitting that TV was not his chosen medium. Until recently, print was also our chosen medium. In fact, our only medium. The illustrations in this book have been selected for their "creativity." What made them creative? How do they differ from the creativity of consumer campaigns? Creativity is born from knowledge. Knowledge of our market, knowledge of the competition, product knowledge. That's basic. Then comes the giant leap! To translate this knowledge into vivid terms that will hold the viewer's attention. This leads us to positioning: a deliberate choice to stress certain product features, while
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