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The Unique Opportunity to Learn. THE A, B & C OF EFFECTIVE PRINT ADVERTISING. How Great Print Advertisements Get That Way. The A: An Appealing Propositional Benefit. The B: Quick, Easy Recognition of the Propositional Benefit. The C: The Propositional Benefit Made Fully Clear. EXECUTING THE A, B & C OF EFFECTIVE PRINT ADVERTISING. Layout: So Elementary But So Surprisingly Misunderstood. The Laid-On Benefit: When the Propositional Benefit Needs Help. How to Write Headlines. How to Condense. Typography: The Voice of Print. FROM EFFECTIVE TO GREAT. The Creative Flow Chart and the Two Approaches to Greatness. 25 Creative Tactics for Great Print Advertisements Starting with Routine Propositions. Sampling of Great Print Advertisements and What Made Them Great. Appendix. Index.