 Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising, 3rd Edition
ISBN: 978-0-470-19073-9
Paperback
352 pages
February 2008
US $19.95
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FOREWORD
PREFACE
One -
SALESMEN DON'T HAVE TO WEAR PLAID
Two -
A SHARP PENCIL WORKS BEST
Three -
A CLEAN SHEET OF PAPER
Four -
WRITE WHEN YOU GET WORK
Five -
BIG HONKIN' IDEAS [New Chapter]
Six -
IN THE FUTURE, EVERYONE WILL BE FAMOUS FOR 30 SECONDS
Seven -
CONCEPTING.COM [New Chapter]
Eight -
BUT WAIT, THERE'S MORE! [New Chapter]
Nine -
RADIO IS HELL. BUT IT'S A DRY HEAT.
Ten - "TOTO, I HAVE A FEELING WE'RE NOT IN McCANN-ERICKSON ANYMORE."
Eleven -
ONLY THE GOOD DIE YOUNG
Twelve -
PECKED TO DEATH BY DUCKS
Thirteen -
A GOOD BOOK OR A CROWBAR
Fourteen -
MAKING SHOES VERSUS MAKING SHOE COMMERCIALS
SUGGESTED READINGS, BLOGS, AND WEB SITES
BIBLIOGRAPHY
FOOTNOTED MATERIAL
AD CREDITS/ACKNOWLEDGEMENTS
PREFACE
One -
SALESMEN DON'T HAVE TO WEAR PLAID
Two -
A SHARP PENCIL WORKS BEST
Three -
A CLEAN SHEET OF PAPER
Four -
WRITE WHEN YOU GET WORK
Five -
BIG HONKIN' IDEAS [New Chapter]
Six -
IN THE FUTURE, EVERYONE WILL BE FAMOUS FOR 30 SECONDS
Seven -
CONCEPTING.COM [New Chapter]
Eight -
BUT WAIT, THERE'S MORE! [New Chapter]
Nine -
RADIO IS HELL. BUT IT'S A DRY HEAT.
Ten - "TOTO, I HAVE A FEELING WE'RE NOT IN McCANN-ERICKSON ANYMORE."
Eleven -
ONLY THE GOOD DIE YOUNG
Twelve -
PECKED TO DEATH BY DUCKS
Thirteen -
A GOOD BOOK OR A CROWBAR
Fourteen -
MAKING SHOES VERSUS MAKING SHOE COMMERCIALS
SUGGESTED READINGS, BLOGS, AND WEB SITES
BIBLIOGRAPHY
FOOTNOTED MATERIAL
AD CREDITS/ACKNOWLEDGEMENTS
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