- Pre-order Price Guarantee! Order now and if the Amazon.ca price decreases between your order time and the end of the day of the release date, you'll receive the lowest price. Here's how (restrictions apply)
|
||||||||||||||||||
|
||||||||||||||||||
|
||||||||||||||||||
| ||||||||||||
|
There is a newer edition of this item:
|
Special Offers and Product Promotions
Frequently Bought Together
Product Details
|
Product Description
Product Description
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.
From the Back Cover
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
Inside This Book
(Learn More)
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
|
There are no customer reviews yet on Amazon.ca
|
|||||||||||||||||||
|
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.4 out of 5 stars (28 customer reviews)
7 of 8 people found the following review helpful
5.0 out of 5 stars
It just gets better, April 15 2008
By Eoghan Nolan "KMRIA" - Published on Amazon.com
This review is from: Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Paperback)
I already reviewed the first edition of Whipple here in 2001. The third edition is even softer and more absorbent. The two new chapters add to its value- and are so entertainingly written that I even stayed awake for the bit about short-form versus long-form DRTV. (The new media chapter merits a book in itself though- why not go for it, Luke?) Meanwhile this book comfortably retains the title of the best all-round book on the business. Thanks again.
4 of 5 people found the following review helpful
5.0 out of 5 stars
Still relevent wisdom and writing and creating great ads, Jun 12 2009
By Adam Strasberg - Published on Amazon.com
This review is from: Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Paperback)
There are a lot of books that litter the bookshelf closest to where I work. Those are the special books, the books that regardless of topics, I go back to again and again, "Hey Whipple" is one of those books.I haven't read the third edition yet, but in my opinion, the wisdom and observations in this book still hold up.
Its subtitled "A Guide to Creating Great Ads," and that's exactly what it is. Filled with observations, tips, stories and examples, it really is the one book on advertising that anyone interested in the craft should read. What I really like is that Sullivan writes in an engaging tone, and he offers advice that gives you a good theoretical grounding ("Rule #1 in producing a great TV commercial. First you must write one") while also being eminently practical ("Write sparely").
The book breaks down advertising into print, TV and radio, then ends with some trouble shooting stories and advice ("Peck to death by ducks").
Ultimately the book is a call to raise your sights and aim for smart, elegant, and creative advertising instead of merely 'effective' work.
1 of 1 people found the following review helpful
5.0 out of 5 stars
WONDERFULLY ENTERTAINING & ENLIGHTENING!, Feb 14 2012
By acme adworks - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Paperback)
the mispunctuation at the bottom of page 208 disturbed me, but i somehow managed to put that behind me and finish this wonderful book!i'm new in the ad business, and i bought luke sullivan's book because of the good reviews that i found online. i was amazed to find that it was, truly, a riveting book!
the focus of this read is not on mr. whipple (thankfully), but on the subtitle "A Guide to Creating Great Advertising". i do, though, share his view of mr. whipple, having grown up on teevee and also being annoyed by those stupid (yet effective) charmin ads.
anyway, by reading through this great book, i believe that i have learned a ton of good stuff; stuff that i plan to use as i begin my own agency. sullivan writes on several aspects of the ad biz, ranging from radio and teevee, presenting your work, how to get into the business, day-to-day business, and explaining some of the great ad campaigns over the past many years.
"Hey Whipple" is wonderfully entertaining and enlightening, and should be read by novices (like me) and anyone interested in the field of advertising. i hope one day to meet mr. sullivan, as it appears that we share, at the least, a love of great advertising and a sense of humor. speaking of humor, this has got to be one of the funniest educational books ever written. kudos to you, mr. sullivan, and thank you for sharing your awesome insight with the rest of us!
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
Would you like to update product info or give feedback on images?
|
