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

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While digital ads are especially unique because as they explain “digital isn’t simply a technology, or a platform, or a medium. The type of ads being used need to be taken into account, because each needs to be executed differently, but digital ads are especially unique.

Although again, do not hope that you can learn from it how to make scientific advertising on Hopkins, i. By showing that these ideas stay constant, it shows that these two arguments are well supported across different categories. That’s how the author describes his memoir Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic.At the end, advertising is art in service of business, and a lot of other advertising books tend to forget the work only exists to help someone solve a business issue. For outdoor ads, most are in the form of billboards so the need to be short, yet eye-catching and memorable or the driver and passengers of cars are not going to find the ad worthwhile because it is too hard to understand when you drive by at fast speeds, this is why simple one-word ads work best as outdoor ads. As ad-man Luke Sullivan shows in "Hey Whipple, Squeeze This," It's hard to say the exact effect that an ad campaign has on a given product's sales performance; this is, after all, largely a subjective business. Recently, I got together with four of my advertising friends who are also authors of well-respected books on advertising.

As Sullivan and Bosches explain, it’s important to “talk like a person not a corporation” and “involve users and let people cocreate”. Nonetheless, with all of his experience in the advertising industry, Sullivan has plenty of ideas on what makes a good ad - which he highlights with plenty of examples taken from companies like Volkswagen and the Economist - as well as those on some of his most-despised ads, exemplified primarily by the series of Charmin spots featuring their notorious spokesman, Mr. I've been reading this for a copywriting class, so I'm skipping around to different chapters, but I'm really enjoying it. With that in mind, I would say that this text is a vital resource for anyone in the advertising business, anyone interested in the possibility of working in this field one day, or anyone - such as myself - who just plain admires a creative ad campaign. These may include creased cover, inscriptions or small amounts of writing, fanned edge, ripped or tatty dustjacket, and other signs of being read.I found my favorite chapter to be the penultimate one where Sullivan goes over how to enter into the business full of tips on interviews, portfolio setup, and job hunting. With winters raging outside and the father raging within, it is their mother’s protection that allows the boys to have a wildly fun, thoroughly dysfunctional time growing up. 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. To those who defend the campaign based on sales, I ask, would you also spit on the table to get my attention? The issue for advertisers is to overcome this hatred and have people look at their ads and have the idea stick to potential consumers.

I'd recommend this book to anyone in advertising, marketing and business or just looking for a good read. Along with his entertaining examinations of some of the best and worst examples of what the industry has to offer, Sullivan also goes into greater depth on the best strategies with which to approach different forms of media, gives readers some sense of the culture one might expect at an ad agency and the various characters that inhabit such places, and even offers some advice for those interested in breaking into the industry. They show pictures of some of the ads that they found most effective so there is visual representation of what they are talking about; giving even more support to show that the ads actually exist and are memorable and effective.As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how-to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media. Add on top the amazing examples from award winning campaigns and the clever analogies (the one that compares advertising to give a pill to a dog is by far the best I've seen on this business) and this read is a time very well spent. They give the example of “snapchat and other new platforms, display only vertical video” so a horizontal video isn’t going to go over well on these platforms. Sullivan talks about all kinds of media, gives examples of great campaigns (I keep my phone handy while reading so I can look them up as I go, and I recommend you do the same--it makes all the difference to see exactly what he's talking about) and tosses in plenty of useful and interesting tidbits for anyone in or trying to get in the advertising business. So, although it makes sense to cover them, I personally would have been much shorter on the recommendations to avoid repetition and boring the reader.

Two prime examples of this are the Jeep ad (page 107), where the car isn’t even shown but a boat and trailer coated in mud are, with the Jeep logo in the corner implying that a Jeep had the power to tow the boat through mud like that. But as the author himself recommends other books, I'll be looking into those, especially the ones on technique. By using the Web site, you confirm that you have read, understood, and agreed to be bound by the Terms and Conditions. Highly recommended to all my friends that are in the advertising business or manage commercial communication (either for their own companies or as marketing professionals).Their reasoning is that although the Whipple/Charmin commercials were irritating, The ad sold lots of toilet paper for Procter and Gamble.

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