Hey, Whipple, Squeeze This: The Classic Guide to Creating Great AdsJohn Wiley & Sons, 19 ene 2016 - 448 páginas 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. 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.
Today'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. |
Índice
The Classic Guide to Creating Great Ads 1 A Brief History of Why Everybody Hates Advertising And why you should try to get a job there | 1 |
The Classic Guide to Creating Great Ads 2 The Creative Process Or Why its impossible to explain what we do to our parents | 17 |
The Classic Guide to Creating Great Ads 3 Ready Fire Aim
Or What to say comes before how to say | 31 |
The Classic Guide to Creating Great Ads 4 The Sudden Cessation of Stupidity How to get ideasthe broad strokes | 47 |
The Classic Guide to Creating Great Ads 5 Write When You Get Work Completing an ideasome finer touches | 79 |
The Classic Guide to Creating Great Ads 6 The Virtues of Simplicity Or Why its hard to pound in a
nail sideways | 105 |
The Classic Guide to Creating Great Ads 7 Stupid Rong Naughty and Viral Getting noticed getting talked about | 121 |
The Classic Guide to Creating Great Ads 8 Why Is the Bad Guy Always More Interesting? Storytelling conflict and platforms | 143 |
The Classic Guide to Creating Great Ads 16 In the Future Everyone Will Be Famous for 30 Seconds Some advice on telling stories visually | 259 |
The Classic Guide to Creating Great Ads 17 Radio Is Hell but Its a Dry Heat Some advice on working in a tough medium | 271 |
The Classic Guide to Creating Great Ads 18 Only the Good Die Young The enemies of good ideas | 299 |
The Classic Guide to Creating Great Ads 19 Pecked to Death by Ducks Presenting and protecting your work | 327 |
The Classic Guide to Creating Great Ads 20 A Good Book or a Crowbar What it takes to get into the business | 357 |
The Classic Guide to Creating Great Ads 21 Making Shoes versus Making Shoe Commercials Is this a great business or what? | 393 |
The Classic Guide to Creating Great Ads Suggested Reading | 403 |
The Classic Guide to Creating Great Ads Notes | 407 |
The Classic Guide to Creating Great Ads 9 Zen and the Art of TasteePuft Or Managing time energy panic
and your creative mind | 155 |
The Classic Guide to Creating Great Ads 10 Digital Isnt a Medium Its a Way of Life Ads media content and customers
theyve all gone digital | 171 |
The Classic Guide to Creating Great Ads 11 Change the Mindset Change the Brief Change the Team | 183 |
The Classic Guide to Creating Great Ads 12 Why Pay for Attention When You Can Earn It? Or Advertising so interesting people
go out of their way... | 197 |
The Classic Guide to Creating Great Ads 13 Social Media Is the New Creative Playground It seems like a freeforall but there are some
basic guidelines | 219 |
The Classic Guide to Creating Great Ads 14 How Customers become Customers in the Digital Age Be ndable be present be everywhere | 233 |
The Classic Guide to Creating Great Ads 15 Surviving the Digital Tsunami Or How to be a one not a zero | 247 |
The Classic Guide to Creating Great Ads Bibliography | 417 |
The Classic Guide to Creating Great Ads Also by Luke Sullivan | 421 |
The Classic Guide to Creating Great Ads Acknowledgments | 423 |
The Classic Guide to Creating Great Ads About the Author | 425 |
427 | |
The Classic Guide to Creating Great Ads End User License Agreement | 439 |
Otras ediciones - Ver todo
Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads Luke Sullivan Vista previa restringida - 2016 |
Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads Luke Sullivan Vista previa restringida - 2016 |