{"product_id":"hey-whipple-squeeze-this-isbn-9781119819691","title":"Hey Whipple, Squeeze This","description":"\u003cp\u003e\u003cb\u003eThe new edition of the book readers call the bible for advertising\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe sixth edition of \u003ci\u003eHey Whipple, Squeeze This\u003c\/i\u003e offers a new take on the rapidly evolving industry of creative advertising. Creativity—while critical—is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional.\u003c\/p\u003e \u003cp\u003eIn this fully updated edition, you’ll explore:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation.\u003c\/li\u003e \u003cli\u003eHow to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life.\u003c\/li\u003e \u003cli\u003eHow to go 180˚ against common sense for ideas that have the potential of becoming viral.\u003c\/li\u003e \u003cli\u003eHow to create the kind of portfolio that will get you a job in the industry.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003e1 A Brief History of Why Everybody Hates Advertising\u003c\/p\u003e \u003cp\u003eAnd why you should try to get a job there. 1\u003c\/p\u003e \u003cp\u003e2 The Creative Process\u003c\/p\u003e \u003cp\u003eOr, why it’s impossible to explain what we do to our parents. 17\u003c\/p\u003e \u003cp\u003e3 Tell the Truth and Run\u003c\/p\u003e \u003cp\u003eSaying the right thing the right way. 31\u003c\/p\u003e \u003cp\u003e4 A Controlled Daydream\u003c\/p\u003e \u003cp\u003eConcepting: coming up with ideas. 53\u003c\/p\u003e \u003cp\u003e5 Brevity Is the Soul of Wit\u003c\/p\u003e \u003cp\u003eThe art of copywriting. 81\u003c\/p\u003e \u003cp\u003e6 The Virtues of Simplicity\u003c\/p\u003e \u003cp\u003eOr, why it’s hard to pound in a nail sideways. 115\u003c\/p\u003e \u003cp\u003e7 Why Is the Bad Guy Always More Interesting?\u003c\/p\u003e \u003cp\u003eStorytelling, conflict, and brand platforms. 129\u003c\/p\u003e \u003cp\u003e8 Rewiring Your Brain\u003c\/p\u003e \u003cp\u003eChasing ideas and making big creative leaps. 147\u003c\/p\u003e \u003cp\u003e9 Viral, Naughty, and Rong ®\u003c\/p\u003e \u003cp\u003eGetting noticed, getting talked about. 161\u003c\/p\u003e \u003cp\u003e10 Advertising 2.0\u003c\/p\u003e \u003cp\u003eMoving from analog into digital. 179\u003c\/p\u003e \u003cp\u003e11 Make the Idea Bigger, Not the Logo\u003c\/p\u003e \u003cp\u003eOr, why branded content is more interesting than advertising. 193\u003c\/p\u003e \u003cp\u003e12 Concepting for the Hive Mind\u003c\/p\u003e \u003cp\u003eCreating buzz with social marketing. 211\u003c\/p\u003e \u003cp\u003e13 Everything That Can Be Digital, Will Be\u003c\/p\u003e \u003cp\u003eCreative techs, developers, and the mobile future. 229\u003c\/p\u003e \u003cp\u003e14 Stopping People From Going to the Bathroom\u003c\/p\u003e \u003cp\u003eSome advice on television and video. 249\u003c\/p\u003e \u003cp\u003e15 Creative Mind Versus Monkey Mind\u003c\/p\u003e \u003cp\u003eOr, managing time, energy, panic, and your creative mind. 265\u003c\/p\u003e \u003cp\u003e16 Pecked to Death by Ducks\u003c\/p\u003e \u003cp\u003ePresenting and protecting your work. 281\u003c\/p\u003e \u003cp\u003e17 Just Start World War III\u003c\/p\u003e \u003cp\u003eWhat it takes to get into the business. 303\u003c\/p\u003e \u003cp\u003e18 Advertising: the Most Fun You Can Have with Your Clothes on\u003c\/p\u003e \u003cp\u003eIs this a great business or what? 343\u003c\/p\u003e \u003cp\u003eSuggested Reading 349\u003c\/p\u003e \u003cp\u003eBibliography 353\u003c\/p\u003e \u003cp\u003eNotes 359\u003c\/p\u003e \u003cp\u003eAcknowledgments 371\u003c\/p\u003e \u003cp\u003eAbout the Author 373\u003c\/p\u003e \u003cp\u003eAlso by Luke Sullivan 375\u003c\/p\u003e \u003cp\u003eIndex 377\u003c\/p\u003e \u003cp\u003e\u003cb\u003eUPDATED 6TH EDITION OF THE BESTSELLING GUIDE TO ADVERTISING. ALL NEW MATERIAL ON CONTENT CREATION, SOCIAL MEDIA, AND BRANDED CONTENT.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThis is the single best introduction to succeeding in one of the most fun, most lucrative creative jobs out there–advertising. With a worldwide fan base built over 20 years and five editions, this nearly all-new sixth edition has new chapters, new examples, and new how-to advice on applying creativity in this digital-first industry. With assistance from ad veteran Edward Boches, the classic guide can help juniors and working professionals create great advertising in any format: from content creation for TikTok to Instagram, social media to interactive, as well as traditional media like television, print, and outdoor. \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR HEY WHIPPLE, SQUEEZE THIS\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e“Few advertising texts have improved with time, yet \u003ci\u003eHey Whipple\u003c\/i\u003e has done just that. The wisdom, lessons, examples and sage advice are enduringly right and endlessly helpful. Read and reap!” \u003cbr\u003e\u003ci\u003e—Wendy Clark, Global CEO, Dentsu International“\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e“For over 20 years, \u003ci\u003eHey Whipple\u003c\/i\u003e has been the go-to how-to for beginners. If the fifth edition was called ‘a classic,’ this sixth one should be a doozy. Oh, did I mention Sullivan is an alum of The Martin Agency?” \u003cbr\u003e\u003ci\u003e—Kristen Cavallo, CEO, The Martin Agency\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e“I can’t imagine starting my career in advertising without Luke’s words, and neither should you. This book is a collection of ‘OMG I WISH I KNEW THIS THEN!’ — and now, you will.” \u003cbr\u003e\u003ci\u003e—Neha Guria, Art Director at Goodby, Silverstein \u0026amp; Partners and former student of Sullivan’s\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003eAdditional material on heywhipple.com\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989359771877,"sku":"NP9781119819691","price":30.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119819691.jpg?v=1761783808","url":"https:\/\/k12savings.com\/es\/products\/hey-whipple-squeeze-this-isbn-9781119819691","provider":"K12savings","version":"1.0","type":"link"}