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.
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.
