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    Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
    Unavailable
    Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
    Unavailable
    Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
    Ebook745 pages9 hours

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

    By Luke Sullivan and Edward Boches

    4/5

    ()

    Currently unavailable

    Currently unavailable

    About this ebook

    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.

    LanguageEnglish
    PublisherWiley
    Release dateJan 19, 2016
    ISBN9781119164036
    Unavailable
    Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

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    Reviews for Hey, Whipple, Squeeze This

    4/5

    47 ratings3 reviews

    What did you think?

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    Review must be at least 10 words

    • 2/5
      Der Buchtitel ist leider nicht wirklich beschreibend, daher nur 2 Sterne Bewertung für mich in meiner jetzigen Situation. Eigentlich hätte das Buch wahrscheinlich 5 Sterne verdient, wenn es heißen würde "Tipps wie man in einer Werbeagentur arbeiten kann". Ich dachte es würde mir bei der Konzeption von Google Ads und den Werbetexten auf unserer Webseite helfen, das tut es leider nicht.
    • 4/5
      The advertising classic Hey Whipple, Squeeze This is subtitled The Classic Guide to Creating Great Ads, and while the Fourth Edition of this well-known book doesn't exactly tell you how to create great ads (I doubt any book could), it does offer a glimpse into the mind of one of advertising's uber-copywriters -- Luke Sullivan.

      Sullivan is entertaining and clever, and the book reflects his more than three decades atop the advertising heap. At points, he tries to outline a method for developing great advertising, but in the end, you read a work like this for the perspective and insight on the work and the industry, not step-by-step tutorials.

      Sullivan rose through the ranks during the "Golden" age of print, so it's not surprising he focuses largely on print advertising. Fortunately, he also covers emerging online media, broadcast, etc.

      In fact, the chapter on radio was a favorite, though the section about online marketing was a disappointment -- it felt like little more than a recitation of all the standard online marketing/social media hype and buzzphrases we've been subjected to the last five years.

      Copywriting now covers a lot more media channels than it used to, and Sullivan cops to that in later chapters by advising readers to avoid focusing on headlines or images, concentrating instead on ideas and concepts capable of spanning almost any media channel.

      Along the way, Sullivan nicely illustrates his ideas with ads (many of which you'll recognize from the award books).

      A warning to the ADHD folks reading this: "Hey Whipple..." is a long book and it took me a while to plow my way through it. At times it meanders and indulges, and at one point Sullivan describes the clients/co-workers you find in the business in less-than-flattering terms. It was funny, but mostly felt more like some bizarre form of payback rather than useful information.

      "Hey Whipple..." is not without its faults, but there is quality here, and for those who think being a copywriter means typing SEO articles all day long, it provides a perspective on a more rarefied aspect of the profession.

      It's useful (and too long and a little too indulgent), but it's a must-read for anyone thinking of building a career in the creative universe. More-established copywriters will also find a few goodies to reflect on, and overall, making this one of the better advertising/copywriting/creativity books you'll find.
    • 5/5
      One of the best books about the advertising business. Not only bustling with some of the best advice about the marketing life, but it's funny as hell.

      1 person found this helpful