Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition

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You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Therefore, I would define my position as follows: a moderate creative with a mandatory binding to the product and not shading it. On the other hand, magazine and newspaper ads can have more words explaining the ad because the viewer has more time and opportunity and will to read the ads. Personally, I find that many radio advertisements go back to the repetitive and annoying commercial like the Charmin commercials of old.

I would have enjoyed more if Luke could have also explored the advertising from the consumer perspective, (Like how 2 different ads can influence up the perception of the product in the consumers mind). Yes, I know its an advertising book and you may not have any interest in reading it if you are not in this field, BUT I loved it! To those who defend the campaign based on sales, I ask, would you also spit on the table to get my attention? The first part of the book will repeat much of what can be found in classical marketing books, for example, in Kotler's book "Marketing. These may include creased cover, inscriptions or small amounts of writing, fanned edge, ripped or tatty dustjacket, and other signs of being read.

I can't tell you how many times I've told potential students to my Advertising course at Edinburgh Napier to get this book. By using the Web site, you confirm that you have read, understood, and agreed to be bound by the Terms and Conditions. Although Luke Sullivan clearly states that creativity can't be learnt and indeed some AHA moments happen, he also values the techniques and processes that creative people apply to get to a big idea. Luke and Edward will inspire you to create ideas fit for today's digital world and help an entire industry make less spam. The other ad being the Volkswagen ad (page 150) with an empty parking spot between a cop car and a row of motorcycles, to advertise for the new park assist feature.

They provide good evidence by giving examples of effective ads and explain how following the main rules of advertising helped make the ad effective.While the ad itself was creative because it showed the ad in the process of being put on a billboard, with a ladder and a bucket leaning against it, implying that the worker putting the ad up left to go get a KitKat. Whether you're looking to break in or in already, this book will either lay some important foundations or remind you of some of the most essential principles and keys to being a good, interested creative. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads. They also argue that a simple ad could contain no to few words just a picture and the brand name somewhere on the ad or incorporated in. Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it.

Sullivan and Boches have two main arguments: advertising is hated by most but it can be overcome, simple ads can be more effective than detailed or fancy ones, and that each type of advertising differ in the way they need to be executed. Hey Whipple Squeeze This by Luke Sullivan and Edward Boches is simply put a lengthy detailed guide to creating great ads and being a great advertiser. Interestingly enough, as Sullivan points out, the Whipple ads that he rails against were actually seen as a success, with Charmin product sales growth steadily growing following commercial spots.Recently, I got together with four of my advertising friends who are also authors of well-respected books on advertising. It’s not a typical handbook to copywriting but it’s a book which will make you skilled and understanding enough about the myriad aspects of true creative copy. Updated to cover the digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. No wonder it's assigned to college students; it's instructive and entertaining, just the way a good ad should be.