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- Wiley
More About This Title Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising, 3rd Edition
English
English
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: But Wait,There’s More!
Does direct-response TV have to suck?
CHAPTER 7: Radio Is Hell. But It’s a Dry Heat.
Some advice on working in a tough medium.
CHAPTER 8: Big Honkin' Ideas.
Hitting on every cylinder.
CHAPTER 9: "Toto, I Have a Feeling We’re Not in McCann-Erickson Anymore."
Working out past the edge.
CHAPTER 10: Only the Good Die Young.
The enemies of advertising.
CHAPTER 11: Pecked to Death by Ducks.
Presenting and protecting your work.
CHAPTER 12: A Good Book or a Crowbar.
Some thoughts on getting into the business.
CHAPTER 13: Making Shoes versus Making Shoe Commercials.
Is this a great business or what?
SUGGESTED READING.
BIBLIOGRAPHY.
ONLINE RESOURCES.
NOTES.
ACKNOWLEDGMENTS.
INDEX.
