Overview of the book

The book is divided into four sections:

1. The Foundation
2. The Process
3. The Product
4. The Business.

The Foundation covers the history of advertising and the different types of ads.

The Process covers the different steps that are involved in creating an ad, from research to planning to execution.

The Product covers the different elements that make up an ad, such as the headline, copy, and visuals.

The Business covers the different aspects of the advertising industry, such as the client-agency relationship and the different types of media.

There are some key points to remember when making a print ad:

1. focus on the customer's needs rather than the features of the product;
2. use simple visuals and metaphors to communicate your message;
3. make your copy sound personal and friendly.