Hey, whipple, squeeze this: the classic guide to creating great ads

The classic (and irreverent) bestselling guide to creating greatadvertising Hey Whipple, Squeeze This has inspired a generation of adstudents, copywriters, and young creatives to make their mark in the industry.But students need new guidance to ply their craft now in the digital world.This new fourth edition explains how to bring brand stories into interactive,dynamic places online, in addition to traditional television, radio, print,and outdoor ads.Creativity is still king, but this new edition contains:Important new chapters and updates that bring Whipple into the new digitalworld New content and examples for how to use social media and other emergingplatforms Illustrate what's changing in the new world of advertising--and whatisn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleashyour creativity, and help raise the level of your work from hack to mastercraftsman. INDICE : Foreword (Mike Hughes) Preface Chapter 1 Salesmen Don't Have toWear Plaid: Selling without selling out Chapter 2 A Sharp Pencil Works Best:Some thoughts on getting started Chapter 3 A Clean Sheet of Paper: Coming upwith an ideathe broad strokes Chapter 4 Write When You Get Work: Completing anideasome finer touches Chapter 5 Concepting For The Hive Mind: Creativity inAnalog and Digital Chapter 6 Big Honkin' Ideas: Putting it all togetherChapter 7 In the Future, Everyone Will Be Famous for 30 Seconds: Some adviceon telling stories visually Chapter 8 But Wait, There's More! Doesdirect-response TV have to suck? Chapter 9 Radio Is Hell. But It's a Dry Heat:Some advice on working in a tough medium Chapter 10 Toto, I Have a FeelingWe're Not in McMann Working out past the edge Chapter 11 Only the Good DieYoung: The enemies of advertising Chapter 12 Pecked to Death by Ducks:Presenting and protecting your work Chapter 13 A Good Book or a Crowbar: Somethoughts on getting into the business Chapter 14 Making Shoes versus MakingShoe Commercials: Is this a great business or what? Suggested ReadingBibliography Online resources Notes Acknowledgments Index

• ISBN: 978-1-118-10133-9
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 400
• Fecha Publicación: 14/03/2012
• Nº Volúmenes: 1
• Idioma: Inglés