Author(s): Luke Sullivan

Business Finance Management

This is an updated and revised new edition of the bestselling advertising guide. In this Third 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 all the ins and outs of online advertising, this edition combines the best advertising guidance from the classic era of the industry with all the possibilities offered by new media and new technologies. New chapters cover online, guerilla, and direct marketing, and the book features brand-new case studies and examples from all media. Taking its title from the widely disparaged - yet hugely successful - Charmin toilet paper advertising campaign, the book explores the Whipple phenomenon, revealing why bad ads sometimes work, why great ads fail, and how advertisers can balance creative work with the mandate to sell products.