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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads Paperback – February 10, 2012


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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads + Advertising Concept Book (Second Edition) + Ogilvy on Advertising
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Product Details

  • Paperback: 400 pages
  • Publisher: Wiley; 4 edition (February 10, 2012)
  • Language: English
  • ISBN-10: 1118101332
  • ISBN-13: 978-1118101339
  • Product Dimensions: 6 x 1.1 x 9 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (40 customer reviews)
  • Amazon Best Sellers Rank: #13,458 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

Updated fourth edition of the best-selling guide now covers all media: digital, social, and traditional

Veteran copywriter Luke Sullivan returns with a nearly all-new fourth edition of his classic guide to advertising. Part how-to and part exposé, Hey Whipple, Squeeze This! is an insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry.

Updated to cover the digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. You'll get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories.

Praise for the first edition

"Luke Sullivan writes a perfect lesson in advertising for newcomers—and a familiarand laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
Lee Clow, Chairman and Global Director, TBWA\Worldwide

"This business is changing like crazy, but Luke Sullivan's advice is timeless. If you're good at advertising, this book will make you better. If you're great, it'll make you greater."
Mike Hughes, President, The Martin Agency

"Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 11."
Bob Barrie, Barrie D'Rozario Murphy

Additional material on heywhipple.com

About the Author

Luke Sullivan is an award-winning copywriter with over thirty-three years of experience in the business at some of the elite agencies in America—Fallon, The Martin Agency, and GSD&M. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business, and now chairs the advertising department at the Savannah College of Art and Design.

Sam Bennett is a digital strategist at GSD&M in Austin. She began her career in digital at T3 before coming to GSD&M, where she's managed accounts of national brands like Walmart, John Deere, and BMW. For the last three years, she's focused solely on the digital strategy for Marshalls, Legacy, and Jarritos, as well as for the agency itself.

Customer Reviews

Very informative and easy read.
Tarrell M.
This book does a great job of explaining what makes for marketing that gets people to buy your crap.
Jose Baldizon
This is a good read for anyone even remotely interested in advertising and/or marketing.
Cody

Most Helpful Customer Reviews

7 of 8 people found the following review helpful By David Esrati on January 13, 2014
Format: Paperback Verified Purchase
I make every employee and intern get a copy and read it.
Totally eclipses every other book on the subject of advertising.
Not only that- if you ever get to hear Luke speak in person- GO!
He's an incredible speaker/teacher and you'll learn more from him than anyone else you'll ever hear.
I've had and read the first, second and fourth edition. People keep stealing them.
It's that good.
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5 of 6 people found the following review helpful By Travis M on December 28, 2012
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Everything you need to know and understand about Conceptual thinking and Advertising is in this book. A MUST HAVE.
It is extremely well written and reminds me of the "Advertising Concept Book" by Pete Barry. (Which I definitely recommend picking up as well.)
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6 of 8 people found the following review helpful By Tarrell M. on January 17, 2013
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Very informative and easy read. I learned a lot and found the book very helpful as it was current with the trends of today. Highly recommended...!
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10 of 14 people found the following review helpful By Dylan Crawford on August 7, 2012
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I was trying to get a job as a copywriter for a few months. Then I bought and devoured this book. Then I got a job. I'm not a scientist, but I'm pretty sure that proves that this book will get you a job.
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3 of 4 people found the following review helpful By LindaS on April 6, 2013
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I have worked as a graphic designer for three years now, and I regret not reading this book earlier. Here you can learn about classic printed ads, as well as Facebook, Twitter and so on. Luke shares valuable tips and good advise, written in a humorous way, and in a language that is easy to read even if english is not your mother language. I will definitly recomend this book to everybody who wants to learn a bit more about advertising.
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5 of 7 people found the following review helpful By Cody on November 2, 2012
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Luke Sullivan is a great author, and has tons of experience in the advertising field. This book is aimed more towards people who want a job in advertising, and it is noted that this is not for everyone; however, there is a lot of good advice that can be geared toward people looking for any job. This is a good read for anyone even remotely interested in advertising and/or marketing.
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Format: Paperback
This book provides good tips about ad copywriting tips on phsyological trigger and context setting. To extend your ad copywriting skills, Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition is a perfect read. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind. The book also interfaces PPC campaign with experiment design to leverage the overall efficiency on a company's marketing plan in a macro-level and which has never been addressed in any books I ran into before. The book also illustrates critical campaign metrics to watch for, how to interpret these metrics and respective actions to take to improve your campaign.Read more ›
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1 of 2 people found the following review helpful By Guy Barnhart on August 23, 2014
Format: Paperback Verified Purchase
I didn't study advertising in college. I studied literature, philosophy and film production. I thought I'd end up in grad school studying film or creative writing. After helping open up a bar and music venue in my early 20s, I found out I had knack for creative marketing. After a couple internships, I discerned a passion for advertising and dove head first into the industry.

In addition to actually getting a job in an agency, I'd say Luke Sullivan's "Hey Whipple Squeeze This" is probably the best education on what we do on a day-to-day basis. Written in a crystal clear, irreverent style - kinda like your favorite professor in college - Sullivan distills his decades of experience practicing and teaching advertising into a mere 300 pages.

While published almost two decades ago, the book has gone through several revisions and maintains relevance for anyone entering the field today. Most agencies in the country still function as they have for 30 years, for better or worse. Obviously, there are extremely innovative shops popping up in cities like Boulder or San Francisco who have made an explicit decision to break from the traditional agency model but even for them, Sullivan's knowledge is still relevant. In fact, Sullivan anticipates these challenges in the chapter "Concepting for the Hive Mind" where he discusses the rapidly evolving field and the role advertising creatives will play in this new digital world (this chapter is one of my favorites along with the chapter following immediately "Big Honkin' Ideas").
Read more ›
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Most Recent Customer Reviews


More About the Author

Luke Sullivan just released his second book, titled "Thirty Rooms To Hide In: Insanity, Addiction and Rock 'n' Roll in the Shadow of the Mayo Clinic." AUTHOR STATEMENT: "'The Shining,' ... but funnier. That's about the best way I can describe the book. It's the story of growing up with my five brothers in a big dark house in Minnesota back in the '50s and '60s. Even with winters raging outside and our father raging inside, we still managed to have a wildly fun, thoroughly dysfunctional time growing up, thanks to the protection of our mother. With dark humor as the coin of our realm, and the Beatles as true north on our compass of Cool, we made movies, started a rock & roll band, and wise-cracked our way though a grim landscape of our father's insanity, Eisenhower's Cold War, fallout shelters, and JFK's assassination." See more content, photos, videos, at ThirtyRoomsToHideIn.com.


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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
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