HEY WHIPPLE, SQUEEZE THIS!
(Sprache: Englisch)
An updated and revised new edition of the bestselling advertising guideVeteran 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...
Leider schon ausverkauft
versandkostenfrei
Buch
17.90 €
8 DeutschlandCard Punkte
sammeln
- Lastschrift, Kreditkarte, Paypal, Rechnung
- Kostenlose Rücksendung
Produktdetails
Produktinformationen zu „HEY WHIPPLE, SQUEEZE THIS! “
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
Klappentext zu „HEY WHIPPLE, SQUEEZE THIS! “
A new, revised edition of the classic bestsellerIn this second edition of the irreverent, celebrated book, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to include the latest campaigns, this edition also features two extended final chapters, with in-depth prescriptions for building a career in advertising and a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads fail, and how advertisers can learn to balance creative work with the mandate to sell products.Luke Sullivan (Atlanta, GA) is the Chief Creative Officer at West Wayne, an Atlanta-based agency, and an award-winning copywriter with over twenty years of experience in the business at some of the elite agencies in America-Fallon McElligott and the Martin Agency.
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
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
Inhaltsverzeichnis zu „HEY WHIPPLE, SQUEEZE THIS! “
FOREWORDPREFACE
- One SALESMEN DON'T HAVE TO WEAR PLAID
- Two - A SHARP PENCIL WORKS BEST
- Three - A CLEAN SHEET OF PAPER
- Four WRITE WHEN YOU GET WORK
- Five - BIG HONKIN' IDEAS [New Chapter]
- Six - IN THE FUTURE, EVERYONE WILL BE FAMOUS FOR 30 SECONDS
- Seven CONCEPTING.COM [New Chapter]
- Eight - BUT WAIT, THERE'S MORE! [New Chapter]
- Nine RADIO IS HELL. BUT IT'S A DRY HEAT
- Ten - "TOTO, I HAVE A FEELING WE'RE NOT IN McCANN-ERICKSON ANYMORE."
- Eleven ONLY THE GOOD DIE YOUNG
- Twelve PECKED TO DEATH BY DUCKS
- Thirteen - A GOOD BOOK OR A CROWBAR
- Fourteen MAKING SHOES VERSUS MAKING SHOE COMMERCIALS
SUGGESTED READINGS, BLOGS, AND WEB SITES
BIBLIOGRAPHY
FOOTNOTED MATERIAL
AD CREDITS/ACKNOWLEDGEMENTS
Autoren-Porträt von Luke Sullivan
LUKE SULLIVAN is an award-winning copywriter with over twenty years in the business at some of the elite agencies in America-Fallon McElligott and The Martin Agency. Twice named by Adweek as one of the top advertising writers in the country, Sullivan has some twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.
Bibliographische Angaben
- Autor: Luke Sullivan
- 2008, 3rd ed., 304 Seiten, mit zahlreichen Abbildungen, Maße: 15,1 x 23,1 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470190736
- ISBN-13: 9780470190739
Sprache:
Englisch
Kommentar zu "HEY WHIPPLE, SQUEEZE THIS!"
0 Gebrauchte Artikel zu „HEY WHIPPLE, SQUEEZE THIS!“
| Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
|---|
Schreiben Sie einen Kommentar zu "HEY WHIPPLE, SQUEEZE THIS!".
Kommentar verfassen