Hey, whipple, squeeze this: a guide to creating great advertising (paperback)

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

Veteran copywriter Luke Sullivan returns with a nearly all-new fourth edition of his classic guide to 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 digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. You"ll get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories.

Praise for the first edition

"Luke Sullivan writes a perfect lesson in advertising for newcomers*and a familiarand laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."*Lee Clow, Chairman and Global Director, TBWA\Worldwide

"This business is changing like crazy, but Luke Sullivan"s advice is timeless. If you"re good at advertising, this book will make 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 I could do it all over again. Except for that "scab" story in Chapter 11." *Bob Barrie, Barrie D"Rozario Murphy

Additional material on heywhipple.com

Preface

Chapter 1 Salesmen Don"t Have to Wear 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 up with an idea-the broad strokes

Chapter 4 Write When You Get Work: Completing an idea-some finer touches

Chapter 5 Concepting For The Hive Mind: Creativity in Analog and Digital

Chapter 6 Big Honkin" Ideas: Putting it all together

Chapter 7 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually

Chapter 8 But Wait, There"s More! Does direct-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 Feeling We"re Not in McMann & Tate Anymore." Working out past the edge

Chapter 11 Only the Good Die Young: The enemies of advertising

Chapter 12 Pecked to Death by Ducks: Presenting and protecting your work

Chapter 13 A Good Book or a Crowbar: Some thoughts on getting into the business

Chapter 14 Making Shoes versus Making Shoe Commercials: Is this a great business or what?

Suggested Reading

Bibliography

Online resources

Notes

Acknowledgments

Index