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Informationen zum Autor Luke Sullivan (Savannah, GA; heywhipple.com) is author of the advertising/copywriting bestseller, Hey Whipple, Squeeze This. After 32 years in the advertising business at elite agencies like Fallon, The Martin Agency, and GSD&M, he is now chair of the advertising department at the Savannah College of Art and Design. His clients have included United Airlines, AT&T, Miller Lite, and SunTrust.Edward Boches, (Boston, MA; edwardboches.com) is an advertising consultant and speaker, writes a popular advertising industry blog (Creativity Unbound) and is a Professor of Advertising at Boston University.. He joined the faculty in 2012 after 30 years as a partner at Mullen. During his tenure at Mullen, the agency grew from a 12-person local shop to one of the most highly regarded agencies in America. Edward has created award-winning advertising and social media campaigns for brands that include General Motors, Google, Lending Tree, Monster.com, Smartfood, Timberland and dozens of others. "When I Grow Up," a commercial he helped create for Monster.com, remains among the all-time top 10 Super Bowl spots. Klappentext The classic guide to creating great advertising now covers all media: Digital, Social, and TraditionalHey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer.* Turn great ideas into successful campaigns* Work effectively in all media channels* Avoid the kill shots that will sink any campaign* Protect your work* Succeed without selling outToday's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work. Zusammenfassung The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. Inhaltsverzeichnis PREFACE VIIINTRODUCTION: ON BEING THE SECOND-SMARTEST PERSON IN THE ROOM. IXCHAPTER 1 A Brief History of Why Everybody Hates AdvertisingAnd why you should try to get a job there. 1CHAPTER 2 The Creative ProcessOr, Why it's impossible to explain what we do to our parents. 17CHAPTER 3 Ready Fire! AimOr, What to say comes before how to say. 31CHAPTER 4 The Sudden Cessation of StupidityHow to get ideas--the broad strokes. 47CHAPTER 5 Write When You Get WorkCompleting an idea--some finer touches. 79CHAPTER 6 The Virtues of SimplicityOr, Why it's hard to pound in a nail sideways. 105CHAPTER 7 Stupid, Rong, Naughty, and ViralGetting noticed, getting talked about. 121CHAPTER 8 Why Is the Bad Guy Always More Interesting?Storytelling, conflict, and platforms. 143CHAPTER 9 Zen and the Art of Tastee-PuftOr, Managing time, energy, panic, and your creative mind. 155CHAPTER 10 Digital Isn't a Medium, It's a Way of LifeAds, media, content, and customers--they've all gone digital. 171CHAPTER 11 Change the Mindset, Change the Brief, Change the TeamDigital work means the end of "us and them." 183CHAPTER 12 Why Pay for Attention When You Can Earn It?Or, Advertising so interesting, people go out of their way...
