Hey, Whipple, squeeze this : a guide to creating great ads /

• Sullivan, Luke.

• Advertising copy

• Wiley,

• 0471281395 (pbk.)

• "An Adweek book"--Cover.
• Includes bibliographical references (p. [273]-275) and index.
• Preface. -- Chapter 1. Salesmen Don't Have to Wear Plaid: Selling without selling out. -- Chapter 2. A Sharp Pencil Works Best: Some thoughts on getting started. -- Chapter 3. A Clean Sheet of Paper: Making an ad the broad strokes. -- Chapter 4. Write When You Get Work: Making an ad some finer touches. -- Chapter 5. In the Future Everyone Will Be Famous for 30 Seconds: Some advice on making television commercials. -- Chapter 6. Radio Is Hell, But It's a Dry Heat: Some advice on working in a tough medium. -- Chapter 7. "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore": Working out past the edge. -- Chapter 8. Only the Good Die Young: The enemies of advertising. -- Chapter 9. Pecked to Death by Ducks: Presenting and protecting your work. -- Chapter 10. A Good Book or a Crowbar: Some thoughts on getting into the business. -- Chapter 11. Making Shoes versus Making Shoe Commercials: Is this a great business or what? -- Suggested Reading. -- Bibliography. -- Acknowledgments. -- Notes. -- Ad Credits. -- Index.

• craft of copywriting
• ads that changed the world
• Write great ads a step by step approach
• Advertising copywriting
• Writing marketing copy to get results
• elements of copywriting the essential guide to creating copy that gets the result you want
• Advertising concept and copy
• Advertising is dead long live advertising
• Planning and managing public relations campaigns
• Celebrity sells
• Mediasociety
• practice of advertising
• Journalism critical issues
• Advertising
• Media and society critical perspectives
• Applied consumer behaviour
• Consumer behavior buying having and being
• Public relations an introduction
• Consumer behavior