If you are anything like me, whenever you hear or read about advertising, your mind wanders to Mad Men: a group of creative geniuses whose days are filled with drinks, parties, and affairs, who still get the time to come up with the idea that will blow the mind of their client.

Edward Boches teaches advertising and creative courses at Boston University’s College of Communication. “Hey Whipple, Squeeze This! Summary” 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. 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. Whipple. Why is it this good? Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration. at least the book I make every one in my small agency read as terms of their employment. I don't only insist employees read it, that goes for interns as well. And after years of asking clients to read it too- I finally had one read it- and felt like I was working on an account destined for a new level of greatness- because, well, a real understanding of the craft and science of advertising sure helps the creative process along.Hence, it is more important than ever for your company to act the way it promises to act in its ads. Otherwise, no matter how great your ad is, it just won’t work. Creating a Great Radio Ad Very solid and engaging read. 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). I can undoubtedly say this was the best book on creative advertising I've ever read and it could easily be a 5 stars if it wasn't for some minor flaws. As you can already notice, the creative process consists of no beginnings, no ends, and no fixed rules.

Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. 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. Sullivan states, “The good focus groups are the ones the customers are doing for free online every day. He also puts a lot of weight on strategy, which is the fundamental piece for a good and effective creative. 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. In our summary of “Hey Whipple, Squeeze This!” we give you tips that will make the process a lot easier. Who Should Read “Hey Whipple, Squeeze This!”? and Why?To make a great ad, find one memorable word that represents the brand. Make sure that word resonates everything the brand stands for. Then, tell the truth about the product in a new, unheard of way. Even unpleasant truths can become a success if you find a proper way to present them.