000			03641nam a22003017a 4500
003			USANT
005			20240827092058.0
008			151105s2016 njua b 001 0 eng
020			_a9781119164005
040			_aUSANT _beng _erda _cUSANT
082	0	4	_a659.1312 _bS5
100	1		_aSullivan, Luke, _eauthor.
245	1	0	_aHey, whipple, squeeze this : _bthe classic guide to creating great ads / _cLuke Sullivan, Edward Boches.
250			_aFifth edition.
264			_aHoboken, New Jersey : _bJohn Wiley & Sons, Inc., _c2016.
300			_aix, 438 pages : _billustrations, tables, figures ; _c23 cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
500			_aIncludes index.
520			_a"The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work"-- _cProvided by publisher.
520			_a"Hey Whipple, Squeeze This: A Guide To Great Advertising is a classic bestseller in the field, and has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students of the craft now need additional information in order to ply their craft in the digital world. This new fifth 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. The lessons about writing and art direction contained in four previous editions of Whipple are still relevant. But this new edition contains important new chapters and updates that bring Whipple firmly into the new digital world. This new edition is updated for the digital age to include new material, covering topics such as: - The Supreme Importance of Authenticity: Figuring out how to say it believably - The Virtues of Simplicity: Figuring out how to say it quickly - Why is the Bad Guy always more Interesting?: Leveraging conflict for faster idea building - Storytelling Platforms: Creating ideas that create ideas"-- _cProvided by publisher.
650		0	_aAdvertising copy.
650		0	_aBUSINESS & ECONOMICS / Advertising & Promotion.
700	1		_aBoches, Edward, _eauthor.
776	0	8	_iOnline version: _aSullivan, Luke, author. _tHey, Whipple, squeeze this _bFifth edition. _dHoboken : Wiley, 2016 _z9781119164029 _w(DLC) 2015044517
942			_2ddc _cBK _h659.1312 _iS5 _kCIRC _m2016 _n0
999			_c6363 _d6363