Hey, Whipple, Squeeze This: A Guide to Creating Great AdvertisingIn 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. |
Contents
A Guide to Creating Great Ads Chapter 1 Salesmen Dont Have to Wear Plaid | 1 |
A Guide to Creating Great Ads Chapter 2 A Sharp Pencil Works Best | 17 |
A Guide to Creating Great Ads Chapter 3 A Clean Sheet of Paper | 37 |
A Guide to Creating Great Ads Chapter 4 Write When You Get Work | 81 |
A Guide to Creating Great Ads Chapter 5 In the Future Everyone Will Be Famous for 30 Seconds | 117 |
A Guide to Creating Great Ads Chapter 6 But Wait Theres More | 131 |
A Guide to Creating Great Ads Chapter 7 Radio Is Hell But Its a Dry Heat | 149 |
A Guide to Creating Great Ads Chapter 8 Big Honkin Ideas | 175 |
A Guide to Creating Great Ads Chapter 10 Only the Good Die Young | 207 |
A Guide to Creating Great Ads Chapter 11 Pecked to Death by Ducks | 237 |
A Guide to Creating Great Ads Chapter 12 A Good Book or a Crowbar | 271 |
A Guide to Creating Great Ads Chapter 13 Making Shoes versus Making Shoe Commercials | 297 |
| 317 | |
A Guide to Creating Great Ads ACKNOWLEDGMENTS | 323 |
| 325 | |
A Guide to Creating Great Ads Chapter 9 Toto I Have a Feeling Were Not in McCannErickson Anymore | 199 |
Other editions - View all
Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising Luke Sullivan No preview available - 2008 |
Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising Luke Sullivan No preview available - 2008 |
Common terms and phrases
actually advertising advice agency begin better brand campaign client comes concept cool copy created creative customers director don’t DRTV effect example execution fact feel Figure getting give hand happens hard head headline hear idea important interesting It’s keep killed kind later listen living logo look marketing mean meeting mind move never Okay once person picture play present probably problem radio reason Remember rules seconds seen sell side simple sometimes sound spot start stay story strategy stuff talk tell there’s thing thought visual voice whole write you’re
References to this book
Advertising Account Planning: A Practical Guide Larry D. Kelley,Donald W. Jugenheimer No preview available - 2006 |
Advertising Account Planning: A Practical Guide Larry D. Kelley,Donald W. Jugenheimer No preview available - 2006 |