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Full Description
The classic (and irreverent) bestselling guide to creating great advertising
Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads.
Creativity is still king, but this new edition contains: * Important new chapters and updates that bring Whipple into the new digital world * New content and examples for how to use social media and other emerging platforms * Illustrate what's changing in the new world of advertising and what isn't
Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.
Contents
FOREWORD MIKE HUGHES xi
PREFACE xiii
CHAPTER 1 Salesmen Don't Have to Wear Plaid Selling without selling out 1
CHAPTER 2 A Sharp Pencil Works Best Some thoughts on getting started 14
CHAPTER 3 A Clean Sheet of Paper Coming up with an idea the broad strokes 34
CHAPTER 4 Write When You Get Work Completing an idea some fi ner touches 90
CHAPTER 5 Concepting for the Hive Mind Creativity in analog and digital 124
CHAPTER 6 Big Honkin' Ideas Putting it all together 174
CHAPTER 7 In the Future, Everyone Will Be Famous for 30 Seconds Some advice on telling stories visually 198
CHAPTER 8 But Wait, There's More! Seriously, does direct-response TV have to suck? 212
CHAPTER 9 Radio Is Hell. But It's a Dry Heat Some advice on working in a tough medium 226
CHAPTER 10 "Toto, I Have a Feeling We're Not in McMann & Tate Anymore" Working out past the edge 252
CHAPTER 11 Only the Good Die Young The enemies of advertising 258
CHAPTER 12 Pecked to Death by Ducks Presenting and protecting your work 284
CHAPTER 13 A Good Book or a Crowbar Some thoughts on getting into the business 312
CHAPTER 14 Making Shoes versus Making Shoe Commercials Is this a great business, or what? 336
SUGGESTED READING 347
BIBLIOGRAPHY 351
ONLINE RESOURCES 355
NOTES 357
ACKNOWLEDGMENTS 367
INDEX 369
