Hey, Whipple, Squeeze This A Guide to Creating Great Advertising

ISBN-10: 0470190736

ISBN-13: 9780470190739

Edition: 3rd 2008

Authors: Luke Sullivan
List price: $19.95
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Description: An updated and revised new edition of the bestselling advertising guide In this Third 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 all the ins and outs of online advertising, this edition combines the best advertising guidance from the classic era of the industry with all the possibilities offered by new media and new technologies. New chapters cover online, guerilla, and direct marketing, and the book features brand-new case studies and examples from all media. Taking its title from the widely disparaged--yet hugely successful--Charmin toilet paper advertising campaign, the book explores the Whipple phenomenon, revealing why bad ads sometimes work, why great ads fail, and how advertisers can balance creative work with the mandate to sell products. Luke Sullivan (Austin, TX) is a Group Creative Head at GSD&M in Austin, Texas. Previously, he spent ten years at the Minneapolis agency Fallon, five years at The Martin Agency in Richmond, Virginia, and four years as the Chief Creative Officer at Westwayne in Atlanta. He began his career as an understudy of industry icon Tom McElligott. His clients have included United Airlines, AT&T, Miller Lite, Lee Jeans, and SunTrust.

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Book details

List price: $19.95
Edition: 3rd
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/8/2008
Binding: Paperback
Pages: 352
Size: 6.00" wide x 9.00" long x 1.25" tall
Weight: 1.188
Language: English

Foreword
Preface
Salesmen Don't Have to Wear Plaid
A Sharp Pencil Works Best
A Clean Sheet of Paper
Write When You Get Work
BIG HONKIN' IDEAS [New Chapter]
In The Future, Everyone Will Be Famous for 30 Seconds
CONCEPTING.COM [New Chapter]
BUT WAIT, THERE'S MORE! [New Chapter]
Radio is Hell. But it's a Dry Heat.
"Toto, I Have a Feeling We're Not in Mccann-Erickson Anymore."
Only The Good Die Young
Pecked to Death By Ducks
A Good Book or a Crowbar
Making Shoes Versus Making Shoe Commercials
Suggested Readings, Blogs, and Web Sites
Bibliography
Footnoted Material
Ad Credits/Acknowledgements
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