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Hey, Whipple, Squeeze This

Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising, 3rd Edition

Hey, Whipple, Squeeze This A Guide to Creating Great Advertising, 3rd Edition

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 9780470190739
Published In: January 2008
Format: Paperback , 352 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.

FOREWORD BY ALEX BOGUSKY.

PREFACE.

CHAPTER 1: Salesmen Don’t Have to Wear Plaid.

Selling without selling out.

CHAPTER 2: A Sharp Pencil Works Best.

Some thoughts on getting started.

CHAPTER 3: A Clean Sheet of Paper.

Making an ad—the broad strokes.

CHAPTER 4: Write When You Get Work.

Making an ad—some finer touches.

CHAPTER 5: In the Future, Everyone Will Be Famous for 30 Seconds.

Some advice on making television commercials.

CHAPTER 6: But Wait,There’s More!

Does direct-response TV have to suck?

CHAPTER 7: Radio Is Hell. But It’s a Dry Heat.

Some advice on working in a tough medium.

CHAPTER 8: Big Honkin' Ideas.

Hitting on every cylinder.

CHAPTER 9: "Toto, I Have a Feeling We’re Not in McCann-Erickson Anymore."

Working out past the edge.

CHAPTER 10: Only the Good Die Young.

The enemies of advertising.

CHAPTER 11: Pecked to Death by Ducks.

Presenting and protecting your work.

CHAPTER 12: A Good Book or a Crowbar.

Some thoughts on getting into the business.

CHAPTER 13: Making Shoes versus Making Shoe Commercials.

Is this a great business or what?

SUGGESTED READING.

BIBLIOGRAPHY.

ONLINE RESOURCES.

NOTES.

ACKNOWLEDGMENTS.

INDEX.

Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America-Fallon McElligott and the Martin Agency, and now GSD& M In Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

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