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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

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en Limba Engleză Carte Paperback – 16 Feb 2016
UPDATED FIFTH EDITION OF THE BEST–SELLING GUIDE NOW COVERS ALL MEDIA: DIGITAL, SOCIAL, AND TRADITIONAL
This is the nearly all–new fifth edition of Luke Sullivan′s classic guide to advertising. With assistance from ad veteran and digital expert Edward Boches, this edition is updated to thoroughly cover and explore the new age of advertising. As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how–to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media. Part how–to and part exposé, Hey Whipple, Squeeze This is the 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.
Praise for Hey Whipple, Squeeze This
"Luke and Edward will inspire you to create ideas fit for today′s digital world and help an entire industry make less spam."
Gareth Kay, Cofounder of Chapter SF
"Classic must–read Sullivan mixed with innovation master Boches make the perfect duo. This is the book that will help guide new talent to great career starts. Required reading for a new era."
Deborah Morrison, Carolyn Chambers Distinguished Professor of Advertising, University of Oregon
"Luke Sullivan writes 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 and Global Director, TBWA\Worldwide
Additional material on heywhipple.com
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Specificații

ISBN-13: 9781119164005
ISBN-10: 1119164001
Pagini: 448
Dimensiuni: 154 x 227 x 31 mm
Greutate: 0.53 kg
Ediția: 5th Edition
Editura: Wiley
Locul publicării: Hoboken, United States

Textul de pe ultima copertă

UPDATED FIFTH EDITION OF THE BEST–SELLING GUIDE NOW COVERS ALL MEDIA: DIGITAL, SOCIAL, AND TRADITIONAL
This is the nearly all–new fifth edition of Luke Sullivan′s classic guide to advertising. With assistance from ad veteran and digital expert Edward Boches, this edition is updated to thoroughly cover and explore the new age of advertising. As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how–to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media. Part how–to and part exposé, Hey Whipple, Squeeze This is the 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.
Praise for Hey Whipple, Squeeze This
"Luke and Edward will inspire you to create ideas fit for today′s digital world and help an entire industry make less spam."
Gareth Kay, Cofounder of Chapter SF
"Classic must–read Sullivan mixed with innovation master Boches make the perfect duo. This is the book that will help guide new talent to great career starts. Required reading for a new era."
Deborah Morrison, Carolyn Chambers Distinguished Professor of Advertising, University of Oregon
"Luke Sullivan writes 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 and Global Director, TBWA\Worldwide
Additional material on heywhipple.com

Cuprins

PREFACE VII
INTRODUCTION: ON BEING THE SECOND–SMARTEST PERSON IN THE ROOM. IX
CHAPTER 1 A Brief History of Why Everybody Hates Advertising
And why you should try to get a job there. 1
CHAPTER 2 The Creative Process
Or, Why it s impossible to explain what we do to our parents. 17
CHAPTER 3 Ready Fire! Aim
Or, What to say comes before how to say. 31
CHAPTER 4 The Sudden Cessation of Stupidity
How to get ideas the broad strokes. 47
CHAPTER 5 Write When You Get Work
Completing an idea some finer touches. 79
CHAPTER 6 The Virtues of Simplicity
Or, Why it s hard to pound in a nail sideways. 105
CHAPTER 7 Stupid, Rong, Naughty, and Viral
Getting noticed, getting talked about. 121
CHAPTER 8 Why Is the Bad Guy Always More Interesting?
Storytelling, conflict, and platforms. 143
CHAPTER 9 Zen and the Art of Tastee–Puft
Or, Managing time, energy, panic, and your creative mind. 155
CHAPTER 10 Digital Isn t a Medium, It s a Way of Life
Ads, media, content, and customers they ve all gone digital. 171
CHAPTER 11 Change the Mindset, Change the Brief, Change the Team
Digital work means the end of us and them. 183
CHAPTER 12 Why Pay for Attention When You Can Earn It?
Or, Advertising so interesting, people go out of their way to see it. 197
CHAPTER 13 Social Media Is the New Creative Playground
It seems like a free–for–all, but there are some basic guidelines. 219
CHAPTER 14 How Customers become Customers in the Digital Age
Be findable, be present, be everywhere. 233
CHAPTER 15 Surviving the Digital Tsunami
Or, How to be a one, not a zero. 247
CHAPTER 16 In the Future, Everyone Will Be Famous for 30 Seconds
Some advice on telling stories visually. 259
CHAPTER 17 Radio Is Hell, but It s a Dry Heat
Some advice on working in a tough medium. 271
CHAPTER 18 Only the Good Die Young
The enemies of good ideas. 299
CHAPTER 19 Pecked to Death by Ducks
Presenting and protecting your work. 327
CHAPTER 20 A Good Book . . . or a Crowbar
What it takes to get into the business. 357
CHAPTER 21 Making Shoes versus Making Shoe Commercials
Is this a great business, or what? 393
SUGGESTED READING 403
NOTES 407
BIBLIOGRAPHY 417
ALSO BY LUKE SULLIVAN 421
ACKNOWLEDGMENTS 423
ABOUT THE AUTHOR 425
INDEX 427

Recenzii

"The writing is very informal and easy to understand.  The authors′ wit and humor are also on display.  Anyone interested in learning how to write copy for advertisements should read this book." (Choice Connect 2016)