Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads [NOOK Book]

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Overview

Veteran copywriter Luke Sullivan returns with an updated edition of his irreverent warts-and-all look at the advertising industry. Part how-to book and part expose, Hey Whipple, Squeeze This is both an insider's guide to writing great ads and an unapologetic send up of all that's heavy-handed, dimwitted, and ineffectual in the industry. Updated to include the latest campaigns, this edition presents a real-world look at the day-to-day operations of today's ad agencies and examines the good, the bad, and the ...
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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

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More About This Book

Overview

Veteran copywriter Luke Sullivan returns with an updated edition of his irreverent warts-and-all look at the advertising industry. Part how-to book and part expose, Hey Whipple, Squeeze This is both an insider's guide to writing great ads and an unapologetic send up of all that's heavy-handed, dimwitted, and ineffectual in the industry. Updated to include the latest campaigns, this edition presents a real-world look at the day-to-day operations of today's ad agencies and examines the good, the bad, and the downright ugly ads the industry produces. Sullivan provides pointers, tips, and guidelines on how to write and produce ads for print, TV, radio, billboards, and more, while regaling you with hilarious war stories.
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Product Details

  • ISBN-13: 9781118237182
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/13/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 4
  • Pages: 400
  • Sales rank: 278,416
  • File size: 19 MB
  • Note: This product may take a few minutes to download.

Meet the Author

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.

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Table of Contents

Preface
Ch. 1 Salesmen Don't Have to Wear Plaid: Selling without selling out 1
Ch. 2 A Sharp Pencil Works Best: Some thoughts on getting started 17
Ch. 3 A Clean Sheet of Paper: Making an ad - the broad strokes 35
Ch. 4 Write When You Get Work: Making an ad - some finer touches 81
Ch. 5 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on making television commercials 117
Ch. 6 Radio Is Hell, but It's a Dry Heat: Some advice on working in a tough medium 143
Ch. 7 "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore": Working out past the edge 165
Ch. 8 Only the Good Die Young: The enemies of advertising 171
Ch. 9 Pecked to Death by Ducks: Presenting and protecting your work 199
Ch. 10 A Good Book or a Crowbar: Some thoughts on getting into the business 235
Ch. 11 Making Shoes versus Making Shoe Commercials: Is this a great business or what? 261
Suggested Reading 269
Bibliography 273
Acknowledgments 277
Notes 279
Ad Credits 283
Index 287
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