Hey, Whipple, Squeeze This: A Guide To Creating Great Advertising

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Hey, Whipple, Squeeze This: A Guide To Creating Great Advertising

by Luke Sullivan

Wiley | February 8, 2008 | Trade Paperback

Hey, Whipple, Squeeze This: A Guide To Creating Great Advertising is rated 4 out of 5 by 1.
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.

Format: Trade Paperback

Dimensions: 352 pages, 8.88 × 5.98 × 0.96 in

Published: February 8, 2008

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0470190736

ISBN - 13: 9780470190739

Found in: Advertising and Promotion

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Rated 4 out of 5 by from Enjoyable but dated A must if you're getting started in advertising or just want to understand more about what makes for good advertising. The book is a joy to read and showcases the good, the bad and the ugly over the decades. The author breaks down his analysis and recommendations into the various media types--including in the third edition, internet and DRTV--but his chapter on radio (the ugly step sister) is particularly interesting and very funny. For me, as a specialist in pharmaceutical marketing in Canada, however, all this book did was increase my jealousy at what is possible when creative people are allowed to be creative.
Date published: 2011-02-23

– More About This Product –

Hey, Whipple, Squeeze This: A Guide To Creating Great Advertising

by Luke Sullivan

Format: Trade Paperback

Dimensions: 352 pages, 8.88 × 5.98 × 0.96 in

Published: February 8, 2008

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0470190736

ISBN - 13: 9780470190739

About the Book

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

FOREWORD BY ALEX BOGUSKY.

PREFACE.

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: But Wait,There’s More!

Does direct-response TV have to suck?

CHAPTER 7: Radio Is Hell. But It’s a Dry Heat.

Some advice on working in a tough medium.

CHAPTER 8: Big Honkin'' Ideas.

Hitting on every cylinder.

CHAPTER 9: "Toto, I Have a Feeling We’re Not in McCann-Erickson Anymore."

Working out past the edge.

CHAPTER 10: Only the Good Die Young.

The enemies of advertising.

CHAPTER 11: Pecked to Death by Ducks.

Presenting and protecting your work.

CHAPTER 12: A Good Book or a Crowbar.

Some thoughts on getting into the business.

CHAPTER 13: Making Shoes versus Making Shoe Commercials.

Is this a great business or what?

SUGGESTED READING.

BIBLIOGRAPHY.

ONLINE RESOURCES.

NOTES.

ACKNOWLEDGMENTS.

INDEX.

From the Publisher

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.

From the Jacket

An updated and revised new edition of the bestselling advertising guide

Veteran copywriter Luke Sullivan returns in a third edition of his irreverent warts-and-all look at advertising. Part how-to and part exposé, Hey Whipple, Squeeze This is an insider''s guide to coming up with great ideas as well as an unapologetic send-up of all that''s heavy-handed, dim-witted, and ineffectual in the industry.

Updated to cover the new wave of advertising media, as well as guerilla and direct marketing, this Third Edition presents a real-world look inside the big agencies and examines the industry''s best and worst ads—from the hilarious to the horrid. You''ll get pointers, tips, and guidelines on writing great copy for print, TV, radio, outdoor, and the Internet, while Sullivan regales you with hilarious industry war stories.

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.

Praise for the first edition:

"Luke Sullivan writes just about as relevant an advertising read as you can get. It''s a perfect lesson in advertising for newcomers—and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
—Lee Clow, Chairman, TBWA\Chiat\Day, Chief Creative Officer, Worldwide

"This is a business that is changing like crazy—but Luke Sullivan''s advice is timeless. If you''re good at advertising, this will make you better. If you''re great, it''ll make you even greater."
—Mike Hughes, President/Creative Director, The Martin Agency

"In an advertising world filled with glib, fast-talking ''experts'' more adept at arranging lunch than writing ads, Luke Sullivan is the exception. Here, at last, is a step-by-step primer for anyone interested in writing effective, powerful, breakthrough ads."
—Tom McElligott, cofounder, Fallon McElligott

"Luke''s reflections on the advertising industry make me wish I could do it all over again. Except for that ''scab'' story in Chapter 10."
—Bob Barrie, Barrie D''Rozario Murphy

About the Author

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.
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