Hey, Whipple, Squeeze This - A Guide to Creating Great Advertising

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.

Sommario

FOREWORD

PREFACE

One - SALESMEN DON'T HAVE TO WEAR PLAID

Two - A SHARP PENCIL WORKS BEST

Three - A CLEAN SHEET OF PAPER

Four - WRITE WHEN YOU GET WORK

Five - BIG HONKIN' IDEAS [New Chapter]

Six - IN THE FUTURE, EVERYONE WILL BE FAMOUS FOR 30 SECONDS

Seven - CONCEPTING.COM [New Chapter]

Eight - BUT WAIT, THERE'S MORE! [New Chapter]

Nine - RADIO IS HELL. BUT IT'S A DRY HEAT.

Ten - "TOTO, I HAVE A FEELING WE'RE NOT IN McCANN-ERICKSON ANYMORE."

Eleven - ONLY THE GOOD DIE YOUNG

Twelve - PECKED TO DEATH BY DUCKS

Thirteen - A GOOD BOOK OR A CROWBAR

Fourteen - MAKING SHOES VERSUS MAKING SHOE COMMERCIALS

SUGGESTED READINGS, BLOGS, AND WEB SITES

BIBLIOGRAPHY

FOOTNOTED MATERIAL

AD CREDITS/ACKNOWLEDGEMENTS

Dettagli sul prodotto

• Autori: Luke Sullivan
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 19.02.2008
• EAN: 9780470190739
• ISBN: 978-0-470-19073-9
• Pagine: 352
• Dimensioni: 153 mm x 228 mm x 25 mm
• Serie: An Adweek Book; An Adweek Book
• Categorie: Scienze sociali, diritto, economia > Economia; Marketing, Werbung