Hey, Whipple, Squeeze This
John Wiley & Sons Inc (Verlag)
978-1-118-10133-9 (ISBN)
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The classic (and irreverent) bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads. Creativity is still king, but this new edition contains: * Important new chapters and updates that bring Whipple into the new digital world * New content and examples for how to use social media and other emerging platforms * Illustrate what's changing in the new world of advertising and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.
Luke Sullivan is an award-winning copywriter with over thirty-three years of experience in the business at some of the elite agencies in America Fallon, The Martin Agency, and GSD&M. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business, and now chairs the advertising department at the Savannah College of Art and Design. Sam Bennett is a digital strategist at GSD&M in Austin. She began her career in digital at T3 before coming to GSD&M, where she's managed accounts of national brands like Walmart, John Deere, and BMW. For the last three years, she's focused solely on the digital strategy for Marshalls, Legacy, and Jarritos, as well as for the agency itself.
FOREWORD MIKE HUGHES xi PREFACE xiii CHAPTER 1 Salesmen Don't Have to Wear Plaid Selling without selling out 1 CHAPTER 2 A Sharp Pencil Works Best Some thoughts on getting started 14 CHAPTER 3 A Clean Sheet of Paper Coming up with an idea the broad strokes 34 CHAPTER 4 Write When You Get Work Completing an idea some fi ner touches 90 CHAPTER 5 Concepting for the Hive Mind Creativity in analog and digital 124 CHAPTER 6 Big Honkin' Ideas Putting it all together 174 CHAPTER 7 In the Future, Everyone Will Be Famous for 30 Seconds Some advice on telling stories visually 198 CHAPTER 8 But Wait, There's More! Seriously, does direct-response TV have to suck? 212 CHAPTER 9 Radio Is Hell. But It's a Dry Heat Some advice on working in a tough medium 226 CHAPTER 10 "Toto, I Have a Feeling We're Not in McMann & Tate Anymore" Working out past the edge 252 CHAPTER 11 Only the Good Die Young The enemies of advertising 258 CHAPTER 12 Pecked to Death by Ducks Presenting and protecting your work 284 CHAPTER 13 A Good Book or a Crowbar Some thoughts on getting into the business 312 CHAPTER 14 Making Shoes versus Making Shoe Commercials Is this a great business, or what? 336 SUGGESTED READING 347 BIBLIOGRAPHY 351 ONLINE RESOURCES 355 NOTES 357 ACKNOWLEDGMENTS 367 INDEX 369
| Erscheint lt. Verlag | 9.3.2012 |
|---|---|
| Zusatzinfo | Illustrations |
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 154 x 226 mm |
| Gewicht | 480 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-118-10133-2 / 1118101332 |
| ISBN-13 | 978-1-118-10133-9 / 9781118101339 |
| Zustand | Neuware |
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