Hey Whipple, Squeeze This The Classic Guide to Creating Great Advertising
by Sullivan, Luke; Ramos, AnselmoEdition: 6th
Format: Paperback
Pub. Date: 2022-02-23
Publisher(s): Wiley
Other versions by this Author
List Price: $32.10
Buy New
Usually Ships in 3-4 Business Days
$30.57
Buy Used
In Stock
$22.50
Rent Book
Select for Price
Rent Digital
$21.60
How Marketplace Works:
- This item is offered by an independent seller and not shipped from our warehouse
- Item details like edition and cover design may differ from our description; see seller's comments before ordering.
- Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
- Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
- Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.
Summary
Hey Whipple, Squeeze This, has helped generations of young creatives in advertising make their mark in the field. The lessons about writing and art direction contained in 5 previous editions of Whipple are still relevant. Creativity is still king. But students of the craft now need additional guidance to ply their craft in a digital-first world. This edition contains important new chapters and updates that explain how to create great advertising in any format, including viral video content for YouTube and TikTok, content-marketing, social media, digital campaigns, as well as traditional television, radio, print and outdoor ads.
Table of Contents
FOREWORD BY ANSELMO RAMOS
PREFACE
1 A Brief History of Why Everybody Hates Advertising
And why you should try to get a job there.
2 The Creative Process
Or, why it’s impossible to explain what we do to our parents.
3 Tell the Truth and Run
Saying the right thing the right way.
4 A Controlled Daydream
Concepting: Coming up with ideas.
5 Brevity Is the Soul of Wit
The art of copywriting.
6 The Virtues of Simplicity
Or, why it’s hard to pound in a nail sideways.
7 Why Is the Bad Guy Always More Interesting?
Storytelling, conflict, and brand platforms.
8 Rewiring Your Brain
Chasing ideas and making big creative leaps.
9 Viral, Naughty, and Rong®
Getting noticed, getting talked about.
10 Advertising 2.0
Moving from analog into digital.
11 Make the Idea Bigger, Not the Logo
Or, why branded content is more interesting than advertising.
12 Concepting for the Hive Mind
Creating buzz with social media.
13 Everything Than Can Be Digital, Will Be
Creative techs, developers, and the mobile future.
14 Stopping People from Going to the Bathroom
Some advice on television and video.
15 Creative Mind Versus Monkey Mind
Or, managing time, energy, panic, and your creative mind.
16 Pecked to Death by Ducks
Presenting and protecting your work.
17 A Good Portfolio, or a Crowbar
What it takes to get into the business.
18 Advertising: The Most Fun You Can Have with Your Clothes On
Is this a great business, or what?
SUGGESTED READING
BIBLIOGRAPHY
NOTES
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
ALSO BY LUKE SULLIVAN
INDEX
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
Digital License
You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.
More details can be found here.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.