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Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising, 3rd Edition

by: Luke Sullivan

ISBN: 9780470190739 | 0470190736

Edition: 3rd
Format: Paperback
Publisher: Wiley
Pub. Date: 2/1/2008

Newer Edition Available

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Summary Table of Contents Author Biography

"Veteran copywriter Luke Sullivan returns in a third edition of his irreverent warts-and-all look at advertising. Part how-to and part expose, 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 t... MOREhe 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."--BOOK 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 expos_, Hey Whipple, Squeeze This is an insidera??s guide to coming up with great ideas as well as an unapologetic send-up of all thata??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 industrya??s best and worst ads-from the hilarious to the horrid. Youa??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. Ita??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 Sullivana??s advice is timeless. If youa??re good at advertising, this will make you better. If youa??re great, ita??ll make you even greater." -Mike Hughes, President/Creative Director, The Martin Agency"In an advertising world filled with glib, fast-talking a??expertsa?? 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"Lukea??s reflections on the advertising industry make me wish I could do it all over again. Except for that a??scaba?? story in Chapter 10." -Bob Barrie, Barrie Da??Rozario Murphy

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.

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]
... MORERadio 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
Table of Contents provided by Publisher. All Rights Reserved.

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.

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