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

Portada
John 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.

  • 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 out

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.

 

Comentarios de usuarios - Escribir una reseña

No hemos encontrado ninguna reseña en los sitios habituales.

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
The Classic Guide to Creating Great Ads Index
427
The Classic Guide to Creating Great Ads End User License Agreement
439
Página de créditos

Otras ediciones - Ver todo

Términos y frases comunes

Sobre el autor (2016)

Información bibliográfica