- Cover
- Title Page
- Copyright
- Preface
- Introduction: On Being the Second-Smartest Person in the Room
- Chapter 1: A Brief History of Why Everybody Hates Advertising
- Chapter 2: The Creative Process
- Chapter 3: Ready Fire! Aim
- Chapter 4: The Sudden Cessation of Stupidity
- Chapter 5: Write When You Get Work
- Chapter 6: The Virtues of Simplicity
- Chapter 7: Stupid, Rong, Naughty, and Viral
- Chapter 8: Why Is the Bad Guy Always More Interesting?
- Chapter 9: Zen and the Art of Tastee-Puft
- Chapter 10: Digital Isn't a Medium, It's a Way of Life
- Chapter 11: Change the Mindset, Change the Brief, Change the Team
- “We Have Met the Enemy and It is Us” (Actually, It's the Brief)
- The Post–Bill-Bernbach Creative Team
- Partner with Creative People Who aren't in the Advertising Business
- Combine Art, Copy, and Technology
- It's no Longer About “the Dude With the Idea”
- Unite Storytellers and Systems Thinkers
- “Keep the Team to Two Pizzas”
- Fewer Generals, More Soldiers
- Shut Up and Write
- Chapter 12: Why Pay for Attention When You Can Earn It?
- Start with What People are Already Talking About
- Join an Ongoing Conversation or Jump-Start a New One
- Connect People to One Another
- Make Things That are Useful
- Design Your Ideas to Migrate
- Embrace the Warp Speed of the Internet
- Do > Invite > Document > Share
- Start with More Interesting Questions: Try “How Might We…?”
- “Instead of Coming Up with Advertising Ideas, Come Up with Ideas Worth Advertising”
- Parting Thoughts
- Chapter 13: Social Media Is the New Creative Playground
- Chapter 14: How Customers become Customers in the Digital Age
- Chapter 15: Surviving the Digital Tsunami
- Chapter 16: In the Future, Everyone Will Be Famous for 30 Seconds
- Chapter 17: Radio Is Hell, but It's a Dry Heat
- Chapter 18: Only the Good Die Young
- The Sisyphus Account
- The Meat Puppet
- Pablum Park
- The Koncept Krusher 2000®
- The Bully
- Hallway Beast #1: The Hack
- Hallway Beast #2: The Prima Donna
- Hallway Beast #3: Mr. Important Pants
- Hallway Beast #4: The Whiner
- Hallway Beasts #5 and #6: Wack Jobs and Slash Weasels
- Hallway Beast #7: The Hour Gobbler
- Chapter 19: Pecked to Death by Ducks
- Chapter 20: A Good Book…or a Crowbar
- Chapter 21: Making Shoes versus Making Shoe Commercials
- Suggested Reading
- Bibliography
- Also by Luke Sullivan
- Acknowledgments
- About the Author
- Index
- End User License Agreement
Fifth Edition
Hey, Whipple, Squeeze This
The Classic Guide to Creating Great Ads
Luke Sullivan
Edward Boches
-
No Comment
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.