Hey Whipple, Squeeze This The Classic Guide to Creating Great Advertising

by Sullivan, Luke; Ramos, Anselmo

• ISBN13: 9781119819691
• ISBN10: 1119819695
• eBook ISBN(s): 9781119819745
• Additional ISBN(s): 9781119164005
• Edition: 6th
• Format: Paperback
• Copyright: 2022-02-23
• Publisher: Wiley
• More Book Details

About This Book

Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising

Hey Whipple, Squeeze This is a comprehensive guide to creating effective advertising, widely regarded as a bible for the industry. This sixth edition, published in 2022, offers a fresh perspective on the rapidly evolving field of creative advertising. The book is designed to help both new and experienced professionals navigate the changing technical and social media landscapes.

Who Uses It?

Primarily, this book is used by students and professionals in the advertising and marketing fields. It serves as a valuable resource for anyone looking to enhance their creativity, sharpen their writing skills, and raise the level of their work. Whether you're just starting out or are a seasoned practitioner, Hey Whipple, Squeeze This provides the necessary tools to succeed in today's dynamic advertising environment.

History and Editions

The sixth edition of Hey Whipple, Squeeze This has been updated to address the latest developments in applied creativity and inquiry-based innovation. This edition includes new insights on how to employ traditional concepting techniques alongside emerging technologies and social media platforms. It also covers how to create content for platforms like Instagram, YouTube, and TikTok, making it an essential guide for anyone looking to tell brand stories effectively.

Author and Other Works

Luke Sullivan is the author of Hey Whipple, Squeeze This. He is known for his engaging writing style and his ability to explain complex advertising concepts clearly and simply. Anselmo Ramos has also contributed to this edition, bringing his expertise in creative advertising to the text.

Key Features

• Traditional Concepting Techniques: The book explores how to employ traditional concepting techniques used by today's creatives.
• Applied Creativity and Innovation: It provides new developments in applied creativity and inquiry-based innovation.
• Emerging Technologies: It uses emerging technologies and the different technical structures of social media platforms to bring brand stories to life.
• Viral Ideas: It shows how to go 180Ëš against common sense for ideas that have the potential of becoming viral.
• Portfolio Creation: It offers guidance on creating the kind of portfolio that will get you a job in the industry.

Detailed Information

ISBNs and Formats

• Hardcover: ISBN-13: 9781119819691
• eTextbook: Available through VitalSource (ISBN: 9781119819745)
• Rental Options: Various rental durations available from different retailers

Publication Details

• Publisher: John Wiley & Sons P&T
• Publication Date: 2022
• Number of Pages: Not specified
• Language: English

Other Editions and Formats

• 5th Edition: Available through various retailers
• eTextbook with VitalSource: ISBN-13: 9781119819745
• Related ISBNs:
• 9781119819745 (eTextbook)
• 9781119819691 (Hardcover)
• 9781119819707 (Paperback) [Note: This ISBN might not be confirmed as it is not explicitly mentioned in the sources provided.]

This detailed information section provides a quick reference for all the available formats and sources for Hey Whipple, Squeeze This, making it easier to find and access the book in the preferred format.

Table of Contents

FOREWORD BY ANSELMO RAMOS

PREFACE

1 A Brief History of Why Everybody Hates Advertising

And why you should try to get a job there.

2 The Creative Process

Or, why it’s impossible to explain what we do to our parents.

3 Tell the Truth and Run

Saying the right thing the right way.

4 A Controlled Daydream

Concepting: Coming up with ideas.

5 Brevity Is the Soul of Wit

The art of copywriting.

6 The Virtues of Simplicity

Or, why it’s hard to pound in a nail sideways.

7 Why Is the Bad Guy Always More Interesting?

Storytelling, conflict, and brand platforms.

8 Rewiring Your Brain

Chasing ideas and making big creative leaps.

9 Viral, Naughty, and Rong®

Getting noticed, getting talked about.

10 Advertising 2.0

Moving from analog into digital.

11 Make the Idea Bigger, Not the Logo

Or, why branded content is more interesting than advertising.

12 Concepting for the Hive Mind

Creating buzz with social media.

13 Everything Than Can Be Digital, Will Be

Creative techs, developers, and the mobile future.

14 Stopping People from Going to the Bathroom

Some advice on television and video.

15 Creative Mind Versus Monkey Mind

Or, managing time, energy, panic, and your creative mind.

16 Pecked to Death by Ducks

Presenting and protecting your work.

17 A Good Portfolio, or a Crowbar

What it takes to get into the business.

18 Advertising: The Most Fun You Can Have with Your Clothes On

Is this a great business, or what?

SUGGESTED READING

BIBLIOGRAPHY

NOTES

ACKNOWLEDGMENTS

ABOUT THE AUTHOR

ALSO BY LUKE SULLIVAN

INDEX