9780470190739

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

by
  • ISBN13:

    9780470190739

  • ISBN10:

    0470190736

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2/1/2008
  • Publisher: Wiley
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  • The Used and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

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.

Author Biography

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.

Table of Contents

Foreword
Preface
Salesmen Don't Have to Wear Plaid
A Sharp Pencil Works Best
A Clean Sheet of Paper
Write When You Get Work
BIG HONKIN' IDEAS [New Chapter]
In The Future, Everyone Will Be Famous for 30 Seconds
CONCEPTING.COM [New Chapter]
BUT WAIT, THERE'S MORE! [New Chapter]
Radio is Hell. But it's a Dry Heat.
"Toto, I Have a Feeling We're Not in Mccann-Erickson Anymore."
Only The Good Die Young
Pecked to Death By Ducks
A Good Book or a Crowbar
Making Shoes Versus Making Shoe Commercials
Suggested Readings, Blogs, and Web Sites
Bibliography
Footnoted Material
Ad Credits/Acknowledgements
Table of Contents provided by Publisher. All Rights Reserved.

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