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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads Paperback – Mar 6 2012


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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads + Advertising Concept Book, The + Creative Advertising 2e
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Product Details

  • Paperback: 400 pages
  • Publisher: Wiley; 4 edition (March 6 2012)
  • Language: English
  • ISBN-10: 1118101332
  • ISBN-13: 978-1118101339
  • Product Dimensions: 15.2 x 2.8 x 22.9 cm
  • Shipping Weight: 522 g
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #3,319 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Back Cover

Updated fourth edition of the best-selling guide now covers allmedia: digital, social, and traditional

Veteran copywriter Luke Sullivan returns with a nearly all-newfourth edition of his classic guide to advertising. Part how-to andpart exposé, Hey Whipple, Squeeze This! is an insider'sguide to coming up with great ideas as well as an unapologeticsend-up of all that's heavy-handed, dim-witted, and ineffectual inthe industry.

Updated to cover the digital revolution in advertising, thisFourth Edition now includes good examples and best practicesin all the new and emerging media: from social media totraditional, direct marketing to experiential, outdoor advertisingto mobile. You'll get authoritative advice and guidelines oncreating great ideas for both digital and traditional media, allwhile Sullivan regales you with hilarious industry war stories.

Praise for the first edition

"Luke Sullivan writes a perfect lesson in advertising fornewcomers—and a familiarand laughably painful reminiscencefor those of us entrenched in this noble and often crazyprofession."
Lee Clow, Chairman and Global Director,TBWA\Worldwide

"This business is changing like crazy, but Luke Sullivan'sadvice is timeless. If you're good at advertising, this book willmake you better. If you're great, it'll make you greater."
Mike Hughes, President, The Martin Agency

"Luke's reflections on the advertising industry make me wish Icould do it all over again. Except for that 'scab' story in Chapter11."
Bob Barrie, Barrie D'Rozario Murphy

Additional material on heywhipple.com

About the Author

Luke Sullivan is an award-winning copywriter with overthirty-three years of experience in the business at some of theelite agencies in America—Fallon, The Martin Agency, andGSD&M. He has more than twenty medals to his credit in theprestigious One Show, the Oscars of the ad business, and now chairsthe advertising department at the Savannah College of Art andDesign.

Sam Bennett is a digital strategist at GSD&M inAustin. She began her career in digital at T3 before coming toGSD&M, where she's managed accounts of national brands likeWalmart, John Deere, and BMW. For the last three years, she'sfocused solely on the digital strategy for Marshalls, Legacy, andJarritos, as well as for the agency itself.


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Most helpful customer reviews

Format: Paperback Verified Purchase
I had a great time reading this book, there is a lot of knowledge and experience shown by the author.

Truly inspiring and it really helped me focus on my creative thinking while working or writing.

I recommend this book for anyone who is looking for a career in the advertising domain!
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By Sophia on Sept. 27 2013
Format: Kindle Edition Verified Purchase
I got this book as recommended by my professor. It's just so entertaining and fun to read. At the same time, you can learn many things about advertising in this book. Highly recommend.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 39 reviews
5 of 6 people found the following review helpful
The textbook/bible/handbook to have in the ad business Jan. 13 2014
By David Esrati - Published on Amazon.com
Format: Paperback Verified Purchase
I make every employee and intern get a copy and read it.
Totally eclipses every other book on the subject of advertising.
Not only that- if you ever get to hear Luke speak in person- GO!
He's an incredible speaker/teacher and you'll learn more from him than anyone else you'll ever hear.
I've had and read the first, second and fourth edition. People keep stealing them.
It's that good.
4 of 5 people found the following review helpful
THIS BOOK IS CRUCIAL FOR ADVERTISING Dec 28 2012
By Travis M - Published on Amazon.com
Format: Paperback Verified Purchase
Everything you need to know and understand about Conceptual thinking and Advertising is in this book. A MUST HAVE.
It is extremely well written and reminds me of the "Advertising Concept Book" by Pete Barry. (Which I definitely recommend picking up as well.)
Good tips about ad copywriting tips on phsyological trigger and context setting Jan. 25 2015
By . - Published on Amazon.com
Format: Paperback
This book provides good tips about ad copywriting tips on phsyological trigger and context setting. To extend your ad copywriting skills, Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition is a perfect read. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind. The book also interfaces PPC campaign with experiment design to leverage the overall efficiency on a company's marketing plan in a macro-level and which has never been addressed in any books I ran into before. The book also illustrates critical campaign metrics to watch for, how to interpret these metrics and respective actions to take to improve your campaign. Landing page optimization tactics to increase the CTR and conversion rate are emphasized while conversion attribution model and its application is well-addressed. In addition, it shows you many effective bidding techniques to optimize your profit while lowing your CPA. Furthermore, this book extends the value of PPC techniques by applying the PPC tactics into a job search process with examples that readers can use immediately after they read the book.

Good ad copywritng skills can always get you the top of your game on marketing.

Happy reading and good luck! :)
9 of 13 people found the following review helpful
This book just got me a job Aug. 7 2012
By Dylan Crawford - Published on Amazon.com
Format: Paperback Verified Purchase
I was trying to get a job as a copywriter for a few months. Then I bought and devoured this book. Then I got a job. I'm not a scientist, but I'm pretty sure that proves that this book will get you a job.
5 of 7 people found the following review helpful
Very informative and Great read! Jan. 17 2013
By Tarrell M. - Published on Amazon.com
Format: Paperback Verified Purchase
Very informative and easy read. I learned a lot and found the book very helpful as it was current with the trends of today. Highly recommended...!


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