Hey, Whipple, Squeeze This : The Classic Guide to Creating Great Ads
| Year of publication: |
2012 ; 4th ed
|
|---|---|
| Authors: | Sullivan, Luke |
| Publisher: |
Hoboken : John Wiley & Sons |
Online Resource
| Extent: | Online-Ressource (403 p.) |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Description based upon print version of record Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads; Copyright; Contents; Foreword; Preface; Chapter 1: Salesmen Don't Have to Wear Plaid: Selling without selling out; The 1950s: When Even X-Acto Blades Were Dull; ""What?! We Don't Have to Suck?!""; The Empire Strikes Back; Portrait of the Artist as a Young Hack; Chapter 2: A Sharp Pencil Works Best: Some thoughts on getting started; Why Nobody Ever Chooses Brand X; Staring at Your Partner's Shoes; Why the Creative Process is Exactly like washing a Pig; The Sudden Cessation of Stupidity; It's all about the Benjamins Brand = AdjectiveSimple = Good; Before you Put Pen to Paper; Start by examining the current positioning of your product; Get to know your client's business as well as you can; On the other hand, there's value in staying stupid; Get to know the client's customers as well as you can; Ask to see the entire file of the client's previous work; Make sure what you have to say matters; Insist on a tight strategy; The final strategy should be simple; Question the brief; Testing strategy is better than testing executions; Listen to customers talk; Scan the places where your work will appear Read the awards books study the sites; Look at the competitors' advertising; Chapter 3: A Clean Sheet of Paper: Coming up with an idea-the broad strokes; Saying the Right thing the Right Way; Remember, you have two problems to solve: the client's and yours; Find the central human truth about your product; ""Tell the truth and run.""; Identify and leverage the central conflicts within your client's company or category; A Few Words on Authenticity; Try the competitor's product; Pose the problem as a question; Don't be afraid to ask dumb questions Ask yourself what would make you want to buy the productDramatize the benefit; Avoid style; focus on substance; Find a villain; Make the claim in your ad something that is incontestable; Try some of these ""strategy starters"" and see if ideas start to form; Get Something, Anything, on Paper; First, say it straight. Then say it great; Restate the strategy and put some spin on it; Put the pill inside the baloney, not next to it; What's the mood you want your reader or viewer to feel?; Stare at a picture that has the emotion of the ad you want to do; Let your subconscious mind do it Try writing down words from the product's category""Embrace the suck.""; Allow yourself to come up with terrible ideas; Allow your partner to come up with terrible ideas; Share your ideas with your partner, even the kinda dumb half-formed ones; Spend some time away from your partner, thinking on your own; Come up with a lot of ideas. Cover the wall; Quick sketches of your ideas are all you need during the creative process; Tack the best ideas on the wall; Write. Don't talk. Write; Write hot. Edit cold; Once you get on a streak, ride it; Feed a baby idea lots of milk and burp it regularly Does a medium lend itself to your message? Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads; Contents; Foreword; 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 visuallyChapter 8: But Wait, There's More!: Seriously, 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 businessChapter 14: Making Shoes versus Making Shoe Commercials: Is this a great business, or what?; Suggested Reading; Bibliography; Online Resources; Notes; Acknowledgments; Index; Electronic reproduction; Available via World Wide Web |
| ISBN: | 978-1-118-10133-9 ; 978-1-118-22383-3 ; 978-1-118-10133-9 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011826730