SOPHIA SHREE B. K. SOMANI MEMORIAL POLYTECHNIC

&

SOPHIA SMT. MANORAMA DEVI SOMANI COLLEGE

"HEY, WHIPPLE SQUEEZE THIS A GUIDE TO CREATING GREAT ADS "

by "SULLIVAN, LUKE"
Subject(s): Art Ebook | SCM Ebook
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Book Book Sophia Polytechnic College
Available 12021

HEY, WHIPPLE SQUEEZE THIS, A GUIDE TO CREATING GREAT AD, ADVERTISEMENTS, COMMERCIALS, MEDIA, SULLIVAN, LUKE, GUIDE TO ADVERTISING, CREATIVES, COPYWRITING, TELEVISION, DIGITAL WORLD, DIGITAL ADVERTISING, TRADITIONAL MEDIA, SOCIAL MEDIA, BRAND EXPERIENCES, BRAND STORIES, AUTHENTICITY, SIMPLICITY, STORYTELLING, CONFLICT, HISTORY OF ADVERTISING, BENJAMINS, AUTHENTICITY, FINAL STRATEGY, SIMPLICITY, VIRAL, WORDS, PLATFORMS, THE MOTHER OF STORIES, MINDSET, TEAM, ADVERTISING BUSINESS, STORYTELLERS, SYSTEM THINKERS, CONNECT PEOPLE TO ONE ANOTHER, DESIGN YOUR IDEAS TO MIGRATE, IDEAS WORTH ADVERTISING, MASTERIG GOOD SOCIAL MEDIA PRACTICES, CUSTOMERS IN DIGITAL AGE, EVERYTHING IS MEDIA, CREATING COMMERCIALS, IDEAS, CREATIVITY, ZEN AND THE TASTY PUFT, MINDSET, TEAM, UNITE STORYTELLERS AND SYSTEMS THINKERS
INTRODUCTION: ON BEING THE SECOND-SMARTEST PERSON IN THE ROOM, A BRIEF HISTORY OF WHY EVERYBODY HATES ADVERTISING, THE 1950S: WHEN EVEN X-ACTO BLADES WERE DULL, “WHAT?! WE DON'T HAVE TO SUCK?!”, THE EMPIRE STRIKES BACK, PORTRAIT OF THE ARTIST AS A YOUNG HACK, THE CREATIVE PROCESS WHY NOBODY EVER CHOOSES BRAND X, STARING AT YOUR PARTNER'S SHOES WHY THE CREATIVE PROCESS IS EXACTLY LIKE WASHING A PIG, “THE SUDDEN CESSATION OF STUPIDITY”, IT'S ALL ABOUT THE BENJAMINS, BRAND = ADJECTIVE, SIMPLE = GOOD, READY FIRE! AIM, BEFORE YOU PUT PEN TO PAPER, A FEW WORDS ON AUTHENTICITY, THE FINAL STRATEGY, THE SUDDEN CESSATION OF STUPIDITY, GET SOMETHING, ANYTHING, ON PAPER, “DO I HAVE TO DRAW YOU A PICTURE?”, WRITE WHEN YOU GET WORK,
95 PERCENT OF ALL ADVERTISING IS POORLY WRITTEN—DON'T ADD TO THE PILE WRITING BODY COPY, A FEW NOTES ON DESIGN AND ONE ON THINNING THE HERD, THE VIRTUES OF SIMPLICITY, MAKE SURE THE FUSE ON YOUR IDEA ISN'T TOO SHORT OR TOO LONG, A FEW WORDS ABOUT OUTDOOR (THREE WOULD BE IDEAL, ACTUALLY, STUPID, RONG, NAUGHTY, AND VIRAL, THE ART OF BEING RONG®, THE STRATEGIC INVINCIBILITY OF STUPID, LOVE, HONOR, AND OBEY YOUR HUNCHES,
BUILD A SMALL, COZY FIRE WITH THE RULE BOOKS. START WITH THIS ONE, WHY IS THE BAD GUY ALWAYS MORE INTERESTING?, PLATFORMS: THE MOTHER OF STORIES, ZEN AND THE ART OF TASTEE-PUFT, WHAT TO DO WHEN YOU'RE STUCK, DIGITAL ISN'T A MEDIUM, IT'S A WAY OF LIFE WE ARE SO NOT IN KANSAS ANYMORE, FUNNY, IT DOESN'T LOOK LIKE ADVERTISING, CHANGE THE MINDSET, CHANGE THE BRIEF, CHANGE THE TEAM, “WE HAVE MET THE ENEMY AND IT IS US” (ACTUALLY, IT'S THE BRIEF), THE POST–BILL-BERNBACH CREATIVE TEAM, PARTNER WITH CREATIVE PEOPLE WHO AREN'T IN THE ADVERTISING BUSINESS, COMBINE ART, COPY, AND TECHNOLOGY
IT'S NO LONGER ABOUT “THE DUDE WITH THE IDEA”, UNITE STORYTELLERS AND SYSTEMS THINKERS
“KEEP THE TEAM TO TWO PIZZAS”, FEWER GENERALS, MORE SOLDIERS, SHUT UP AND WRITE, WHY PAY FOR ATTENTION WHEN YOU CAN EARN IT?, START WITH WHAT PEOPLE ARE ALREADY TALKING ABOUT, JOIN AN ONGOING CONVERSATION OR JUMP-START A NEW ONE, CONNECT PEOPLE TO ONE ANOTHER MAKE THINGS THAT ARE USEFUL,
DESIGN YOUR IDEAS TO MIGRATE, EMBRACE THE WARP SPEED OF THE INTERNET, DO > INVITE > DOCUMENT > SHARE, START WITH MORE INTERESTING QUESTIONS: TRY “HOW MIGHT WE...?”,
“INSTEAD OF COMING UP WITH ADVERTISING IDEAS, COME UP WITH IDEAS WORTH ADVERTISING”,
PARTING THOUGHTS, SOCIAL MEDIA IS THE NEW CREATIVE PLAYGROUND, MASTERING GOOD SOCIAL MEDIA PRACTICES, DIFFERENT TECH PLATFORMS FOSTER DIFFERENT CREATIVITY, HOW CUSTOMERS BECOME CUSTOMERS IN THE DIGITAL AGE, YES, CONTENT IS KING (BUT IT REPORTS TO CONCEPT), AS THE SCREEN GETS SMALLER, MOBILE GETS BIGGER, FIVE THINGS THAT MAKE FOR A GOOD MOBILE IDEA, BOTTOM LINE: EVERYTHING IS MEDIA, SURVIVING THE DIGITAL TSUNAMI, IN THE FUTURE, EVERYONE WILL BE FAMOUS FOR 30 SECONDS, CREATING THE COMMERCIAL, RADIO IS HELL, BUT IT'S A DRY HEAT, WRITING THE COMMERCIAL, THE JOY OF SFX, CASTING: BORING, TEDIOUS, ESSENTIAL, PRODUCING A RADIO COMMERCIAL, SOME RADIO SPOTS THAT WERE FUNNY BEFORE THEY WERE RECORDED, ONLY THE GOOD DIE YOUNG, THE SISYPHUS ACCOUNT, THE MEAT PUPPET, PABLUM PARK, THE KONCEPT KRUSHER 2000®,
THE BULLY, HALLWAY BEAST #1: THE HACK, HALLWAY BEAST #2: THE PRIMA DONNA, HALLWAY BEAST #3: MR. IMPORTANT PANTS, HALLWAY BEAST #4: THE WHINER, HALLWAY BEASTS #5 AND #6: WACK JOBS AND SLASH WEASELS, HALLWAY BEAST #7: THE HOUR GOBBLER, PECKED TO DEATH BY DUCKS, PRESENTING THE WORK, RESEARCH: BE AFRAID, BE VERY AFRAID, PROTECTING YOUR WORK
PICKING UP THE PIECES, A GOOD BOOK...OR A CROWBAR, PUTTING TOGETHER A BOOK, PUTTING TOGETHER YOUR SITE, TAKING YOUR SHOW ON THE ROAD, THE INTERVIEW, SOME FINAL THOUGHTS, MAKING SHOES VERSUS MAKING SHOE COMMERCIALS, “ADVERTISING: THE MOST FUN YOU CAN HAVE WITH YOUR CLOTHES ON”


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