Hey Whipple, Squeeze This

The Classic Guide to Creating Great Advertising

AvLuke Sullivan

Häftad, Engelska, 2022

297 kr

Beställningsvara. Skickas inom 5-8 vardagar. Fri frakt över 249 kr.

Fler format och utgåvor

E-bok

392 kr

E-bok

395 kr

Beskrivning

The new edition of the book readers call the bible for advertisingThe sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity—while critical—is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional.In this fully updated edition, you’ll explore: How to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation.How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life.How to go 180˚ against common sense for ideas that have the potential of becoming viral.How to create the kind of portfolio that will get you a job in the industry.

Produktinformation

Utgivningsdatum:2022-02-21
Mått:150 x 224 x 33 mm
Vikt:476 g
Format:Häftad
Språk:Engelska
Antal sidor:416
Upplaga:6
Förlag:John Wiley & Sons Inc
Medarbetare:Anselmo Ramos
ISBN:9781119819691

Utforska kategorier

Företagsekonomi inom Ekonomi och Ledarskap

Recensioner i media

Select Guide Rating

Innehållsförteckning

Foreword xiPreface xv1 A Brief History of Why Everybody Hates AdvertisingAnd why you should try to get a job there. 12 The Creative ProcessOr, why it’s impossible to explain what we do to our parents. 173 Tell the Truth and RunSaying the right thing the right way. 314 A Controlled DaydreamConcepting: coming up with ideas. 535 Brevity Is the Soul of WitThe art of copywriting. 816 The Virtues of SimplicityOr, why it’s hard to pound in a nail sideways. 1157 Why Is the Bad Guy Always More Interesting?Storytelling, conflict, and brand platforms. 1298 Rewiring Your BrainChasing ideas and making big creative leaps. 1479 Viral, Naughty, and Rong ®Getting noticed, getting talked about. 16110 Advertising 2.0Moving from analog into digital. 17911 Make the Idea Bigger, Not the LogoOr, why branded content is more interesting than advertising. 19312 Concepting for the Hive MindCreating buzz with social marketing. 21113 Everything That Can Be Digital, Will BeCreative techs, developers, and the mobile future. 22914 Stopping People From Going to the BathroomSome advice on television and video. 24915 Creative Mind Versus Monkey MindOr, managing time, energy, panic, and your creative mind. 26516 Pecked to Death by DucksPresenting and protecting your work. 28117 Just Start World War IIIWhat it takes to get into the business. 30318 Advertising: the Most Fun You Can Have with Your Clothes onIs this a great business or what? 343Suggested Reading 349Bibliography 353Notes 359Acknowledgments 371About the Author 373Also by Luke Sullivan 375Index 377

Mer från samma författare

Palgrave Handbook of Male Psychology and Mental Health

John A. Barry, Roger Kingerlee, Martin Seager, Luke Sullivan

Inbunden, 2019

2 833 kr

Palgrave Handbook of Male Psychology and Mental Health

Luke Sullivan, Martin Seager, Roger Kingerlee, John A. Barry

E-bok

2019

3 353 kr

Du kanske också är intresserad av