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Adweek Magazine #10: Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising

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Adweek Magazine #10: Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising Cover

 

Synopses & Reviews

Publisher Comments:

An updated and revised new edition of the bestselling advertising guide

Veteran copywriter Luke Sullivan returns in a third edition of his irreverent warts-and-all look at advertising. Part how-to and part exposé, Hey Whipple, Squeeze This is an insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry.

Updated to cover the new wave of advertising media, as well as guerilla and direct marketing, this Third Edition presents a real-world look inside the big agencies and examines the industry's best and worst ads—from the hilarious to the horrid. You'll get pointers, tips, and guidelines on writing great copy for print, TV, radio, outdoor, and the Internet, while Sullivan regales you with hilarious industry war stories.

Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America—Fallon McElligott and The Martin Agency, and now GSD&M in Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

Praise for the first edition:

"Luke Sullivan writes just about as relevant an advertising read as you can get. It's a perfect lesson in advertising for newcomers—and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."

Lee Clow, Chairman, TBWA\Chiat\Day, Chief Creative Officer, Worldwide

"This is a business that is changing like crazy—but Luke Sullivan's advice is timeless. If you're good at advertising, this will make you better. If you're great, it'll make you even greater."

Mike Hughes, President/Creative Director, The Martin Agency

"In an advertising world filled with glib, fast-talking 'experts' more adept at arranging lunch than writing ads, Luke Sullivan is the exception. Here, at last, is a step-by-step primer for anyone interested in writing effective, powerful, breakthrough ads."

Tom McElligott, cofounder, Fallon McElligott

"Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 10."

Bob Barrie, Barrie D'Rozario Murphy

Synopsis:

An updated and revised new edition of the bestselling advertising guide

In this Third 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 all the ins and outs of online advertising, this edition combines the best advertising guidance from the classic era of the industry with all the possibilities offered by new media and new technologies. New chapters cover online, guerilla, and direct marketing, and the book features brand-new case studies and examples from all media. Taking its title from the widely disparaged--yet hugely successful--Charmin toilet paper advertising campaign, the book explores the Whipple phenomenon, revealing why bad ads sometimes work, why great ads fail, and how advertisers can balance creative work with the mandate to sell products.

Luke Sullivan (Austin, TX) is a Group Creative Head at GSD&M in Austin, Texas. Previously, he spent ten years at the Minneapolis agency Fallon, five years at The Martin Agency in Richmond, Virginia, and four years as the Chief Creative Officer at Westwayne in Atlanta. He began his career as an understudy of industry icon Tom McElligott. His clients have included United Airlines, AT&T, Miller Lite, Lee Jeans, and SunTrust.

Synopsis:

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. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.

About the Author

Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America-Fallon McElligott and the Martin Agency, and now GSD& M In Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

Table of Contents

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

Product Details

ISBN:
9780470190739
Subtitle:
A Guide to Creating Great Advertising
Author:
Sullivan, Luke
Publisher:
Wiley
Subject:
Advertising & Promotion
Subject:
Advertising
Subject:
Advertising copy
Subject:
Business-Advertising
Copyright:
Series:
Adweek Magazine Series
Series Volume:
10
Publication Date:
January 2008
Binding:
Electronic book text in proprietary or open standard format
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
352
Dimensions:
8.97x6.05x.97 in. .91 lbs.

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Related Subjects

Business » Advertising
Business » Marketing

Adweek Magazine #10: Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising Used Trade Paper
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$9.95 In Stock
Product details 352 pages John Wiley & Sons - English 9780470190739 Reviews:
"Synopsis" by , An updated and revised new edition of the bestselling advertising guide

In this Third 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 all the ins and outs of online advertising, this edition combines the best advertising guidance from the classic era of the industry with all the possibilities offered by new media and new technologies. New chapters cover online, guerilla, and direct marketing, and the book features brand-new case studies and examples from all media. Taking its title from the widely disparaged--yet hugely successful--Charmin toilet paper advertising campaign, the book explores the Whipple phenomenon, revealing why bad ads sometimes work, why great ads fail, and how advertisers can balance creative work with the mandate to sell products.

Luke Sullivan (Austin, TX) is a Group Creative Head at GSD&M in Austin, Texas. Previously, he spent ten years at the Minneapolis agency Fallon, five years at The Martin Agency in Richmond, Virginia, and four years as the Chief Creative Officer at Westwayne in Atlanta. He began his career as an understudy of industry icon Tom McElligott. His clients have included United Airlines, AT&T, Miller Lite, Lee Jeans, and SunTrust.

"Synopsis" by , 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. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.
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