Product Description

In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.

Product Details

• Amazon Sales Rank: #35326 in Books
• Published on: 2008-02-19
• Original language: English
• Number of items: 1
• Binding: Paperback
• 352 pages

From the Back Cover
An updated and revised new edition of the bestselling advertising guide

Veteran copywriter Luke Sullivan returns in a third edition of his irreverent warts–and–all look at advertising. Part how–to and part exposé, Hey Whipple, Squeeze This is an insider′s guide to coming up with great ideas as well as an unapologetic send–up of all that′s heavy–handed, dim–witted, and ineffectual in the industry.

Updated to cover the new wave of advertising media, as well as guerilla and direct marketing, this Third Edition presents a real–world look inside the big agencies and examines the industry′s best and worst ads—from the hilarious to the horrid. You′ll get pointers, tips, and guidelines on writing great copy for print, TV, radio, outdoor, and the Internet, while Sullivan regales you with hilarious industry war stories.

Luke Sullivan is an award–winning copywriter with nearly thirty years in the business at some of the elite agencies in America—Fallon McElligott and The Martin Agency, and now GSD&M in Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

Praise for the first edition:

"Luke Sullivan writes just about as relevant an advertising read as you can get. It′s a perfect lesson in advertising for newcomers—and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
—Lee Clow, Chairman, TBWA\Chiat\Day, Chief Creative Officer, Worldwide

"This is a business that is changing like crazy—but Luke Sullivan′s advice is timeless. If you′re good at advertising, this will make you better. If you′re great, it′ll make you even greater."
—Mike Hughes, President/Creative Director, The Martin Agency

"In an advertising world filled with glib, fast–talking ′experts′ more adept at arranging lunch than writing ads, Luke Sullivan is the exception. Here, at last, is a step–by–step primer for anyone interested in writing effective, powerful, breakthrough ads."
—Tom McElligott, cofounder, Fallon McElligott

"Luke′s reflections on the advertising industry make me wish I could do it all over again. Except for that ′scab′ story in Chapter 10."
—Bob Barrie, Barrie D′Rozario Murphy

About the Author
Luke Sullivan is an award–winning copywriter with nearly thirty years in the business at some of the elite agencies in America–Fallon McElligott and the Martin Agency, and now GSD& M In Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

Customer Reviews

informed, honest, entertaining and will make you better at your job
I was recommended this book by one of the UK's top Creative Director's. Having attended a creative briefing and evaluation workshop for two days this book was one on the reading list. It's been updated i believe from earlier editions to include more reference to digital channels which seems to sit well alongside the older example of classic VW ads. The basic premise there are some well established timeless rules that still apply. Know your audience, keep it simple, dare to be different and make it interesting. Even selling the most boring product on earth, if its serves a purpose for the consumer, the advertising doesn't have to suck!

A great read for anyone new to advertising, anyone who's been doing it for years and anyone keen to learn. To hear Luke Sullivan talk in person search for American Copywriter blog. He did an interview with the two guys that run that podcast each week in April 08. Worth a listen

Essential reading for anyone starting in the ad business
Interested in the ad game? Just starting out? Then read this book. It's simply the best book on making your way as an advertising 'creative', ever.

Funny, opinionated, follows own rules
Occasionally, I've fallen into the low self-esteem trap of buying one of those 'how to' books (Rethink: How to Think Differently and The Ultimate Marketing Plan: Find Your Hook, Communicate Your Message, Make Your Mark are two particularly nasty examples) and regretted it.

Plus I ended up feeling like a sucker.

This is funny, it's useful and even if all you take away is fairly obvious (be creative, be different - this all takes a lot of time and perspiration) you'll enjoy it.

A 'how to' book that's both witty and modest.