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

Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads -- Contents -- Preface -- Introduction: On Being The Second-Smartest Person in The Room -- 1: A Brief History of Why Everybody Hates Advertising: And why you should try to get a job there -- 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. -- 2: The Creative Process: Or, Why it's impossible to explain what we do to our parents -- 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 = Adjective -- Simple = Good -- 3: Ready Fire! Aim: Or, What to say comes before how to say -- Remember, You Have Two Problems to Solve: The Clients and Yours -- Before You Put Pen to Paper. -- Examine the current positioning of the product or brand. -- Try the competitor's product. -- Develop a deep understanding of the client's business. -- On the other hand, there's value in staying stupid. -- Get to know the client's customers as well as you can. -- Listen to customers talk. -- Ask yourself what would make you want the product. -- Imagine a day in the life of your customer. -- Imagine the buying process. -- Study the client's previous work. -- Look at the competitors' advertising. -- Read the awards books -- study the sites. -- A Few Words on Authenticity. -- Some tactics on communicating true authenticity. -- The Final Strategy. -- The best creative people are closet strategists. -- Make sure what you have to say matters. -- Insist on a tight strategy. -- The final strategy should be simple. -- The difference between strategy and tactics. -- 4: The Sudden Cessation of Stupidity: How to get ideas-the broad strokes.