LEADER 06432nam 2200625 450 001 9910460604303321 005 20200520144314.0 010 $a1-119-16402-8 035 $a(CKB)3710000000576661 035 $a(EBL)4353590 035 $a(SSID)ssj0001598782 035 $a(PQKBManifestationID)16300901 035 $a(PQKBTitleCode)TC0001598782 035 $a(PQKBWorkID)14887491 035 $a(PQKB)10463211 035 $a(PQKBManifestationID)16305680 035 $a(PQKB)21856715 035 $a(MiAaPQ)EBC4353590 035 $a(DLC) 2015044517 035 $a(Au-PeEL)EBL4353590 035 $a(CaPaEBR)ebr11152600 035 $a(CaONFJC)MIL890220 035 $a(OCoLC)929155575 035 $a(EXLCZ)993710000000576661 100 $a20160222h20162016 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aHey, Whipple, squeeze this $ethe classic guide to creating great ads /$fLuke Sullivan and Edward Boches 205 $aFifth edition. 210 1$aHoboken, New Jersey :$cWiley,$d2016. 210 4$d©2016 215 $a1 online resource (451 p.) 300 $aRevised edition of the author's Hey Whipple squeeze this!, 2012. 311 $a1-119-16400-1 320 $aIncludes bibliographical references and index. 327 $aMachine generated contents note: Preface Introduction On Being The Second-Smartest Person in the Room. Chapter 1 A Brief History of Why Everybody Hates Advertising.: And why you should try to get a job there. Chapter 2: The Creative Process: Or "Why it's impossible to explain what we do to our parents." Chapter 3 Ready Fire! Aim: Or, What to say comes before how to say. Chapter 4 The Sudden Cessation of Stupidity.: How to get ideas - the broad strokes Chapter 5 Write When You Get Work: Completing an idea--some finer touches Chapter 6 The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways. Chapter 7 Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about. Working way out past the edge Chapter 8 Why is the Bad Guy Always More Interesting?: Storytelling, Conflict, and Platforms CHAPTER 9 Zen and The Art of Sale-Ends-Saturday: Or, Managing time, energy, and your creative mind. Chapter 10 Digital Isn't a Medium. It's a Way of Life: Ads, media, content, and customers - they've all gone digital. Chapter 11 Change The Mindset, Change The Brief, Change The Team: Digital work means the end of "us and them." Chapter 12 Why Pay for Attention When You Can Earn It?: Or, Advertising so interesting, people go out of their way to see it. Chapter 13 Social Media Is The New Creative Playground: It seems like a free-for-all, but there are some basic guidelines. Chapter 14 How Customers Become Customers in The Digital Age: Be findable, be present, be everywhere. Chapter 15 Surviving The Digital Tsunami: Or, How to be a one, not a zero. Chapter 16 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually Chapter 17 Radio Is Hell. But It's a Dry Heat: Some advice on working in a tough medium Chapter 18 Only the Good Die Young: The enemies of good ideas Chapter 19 Pecked to Death by Ducks: Presenting and protecting your work Chapter 20* A Good Book. Or a Crowbar: What it takes to get into the business Chapter 21 Making Shoes versus Making Shoe Commercials: Is this a great business, or what? Suggested Reading Notes Bibliography Acknowledgments Index . 330 $a"The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work"--$cProvided by publisher. 330 $a"Hey Whipple, Squeeze This: A Guide To Great Advertising is a classic bestseller in the field, and has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students of the craft now need additional information in order to ply their craft in the digital world. This new fifth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print and outdoor ads. Creativity is still king. The lessons about writing and art direction contained in four previous editions of Whipple are still relevant. But this new edition contains important new chapters and updates that bring Whipple firmly into the new digital world. This new edition is updated for the digital age to include new material, covering topics such as: - The Supreme Importance of Authenticity: Figuring out how to say it believably - The Virtues of Simplicity: Figuring out how to say it quickly - Why is the Bad Guy always more Interesting?: Leveraging conflict for faster idea building - Storytelling Platforms: Creating ideas that create ideas"--$cProvided by publisher. 606 $aAdvertising copy 608 $aElectronic books. 615 0$aAdvertising copy. 676 $a659.13/2 686 $aBUS002000$2bisacsh 700 $aSullivan$b Luke $0886407 702 $aBoches$b Edward 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910460604303321 996 $aHey, Whipple, squeeze this$91979480 997 $aUNINA LEADER 01682nam a2200373 i 4500 001 991000492239707536 008 040225s ne 000 0 eng d 020 $a1586030744 (IOS Press) 020 $a4274903664 (Ohmsha) 035 $ab12624901-39ule_inst 040 $aDip.to Fisica$beng 082 0 $a530.82 084 $aLC QC174.17.C45 084 $a53.1.4 110 2 $aInternational School of Physics "Enrico Fermi"$bMeeting$d<1999 ;$cVarenna, Italy>$0482142 245 10$aNew directions in quantum chaos = Nuove prospettive nel caos quantico /$cedited by G. 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