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Hey, Whipple, Squeeze This: The Classic…
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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads (udgave 2016)

af Luke Sullivan (Forfatter), Edward Boches (Forfatter)

MedlemmerAnmeldelserPopularitetGennemsnitlig vurderingOmtaler
282373,458 (3.74)1
The classic (and irreverent) bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, 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 digital world New content and examples for how to use social media and other emerging platforms Illustrate what's changing in the new world of advertising-and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.… (mere)
Medlem:fskdfl
Titel:Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
Forfattere:Luke Sullivan (Forfatter)
Andre forfattere:Edward Boches (Forfatter)
Info:Wiley (2016), Edition: 5, 448 pages
Samlinger:Dit bibliotek
Vurdering:
Nøgleord:Advertising, Business, Copywriting, Creative, Graphic Design, Marketing, Writing, A2

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Hey, Whipple, Squeeze This: A Guide to Creating Great Ads af Luke Sullivan

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» See also 1 mention

Viser 3 af 3
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. ( )
  volumed42 | May 1, 2019 |
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.
( )
  TCWriter | Mar 31, 2013 |
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. ( )
  DMCrimson | Dec 29, 2008 |
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The classic (and irreverent) bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, 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 digital world New content and examples for how to use social media and other emerging platforms Illustrate what's changing in the new world of advertising-and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.

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