Hey Whipple Squeeze This A Guide to Creating Great Advertising 3rd Edition by Luke Sullivan 9780470190739 0470190736
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Product details:
ISBN 10: 0470190736
ISBN 13: 9780470190739
Author: Luke Sullivan
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.
Table of contents:
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: Radio Is Hell, but It’s a Dry Heat: Some Advice on Working in a Tough Medium
Chapter 7: “Toto, I Have a Feeling We’re Not in McCann-Erickson Anymore”: Working Out Past the Edge
Chapter 8: Only the Good Die Young: The Enemies of Advertising
Chapter 9: Pecked to Death by Ducks: Presenting and Protecting Your Work
Chapter 10: A Good Book or a Crowbar: Some Thoughts on Getting into the Business
Chapter 11: Making Shoes versus Making Shoe Commercials: Is This a Great Business or What?
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