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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.
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
|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|
|Table of Contents provided by Publisher. All Rights Reserved.|