Ebook: More Great Formulas Explained

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.;"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"--;"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"--