If you want your cover letter to be read, say something very interesting about yourself in the first sentence. Make it provocative. Make it memorable. Reduce until you get to the essence. Every element you add to a layout reduces the importance of all the other elements. That commercial's picture shows three sets of flower arrangements, ranging from a single rose in a slim vase to a large bouquet of a variety of flowers, accompanied by a headline which reads: "Exactly how mad is she?" This is a creative way to sell flowers; by appealing to the customers' needs rather than just because flowers were flowers. That message was clear and amusing. Just imagine, if the headline was something like: "We're proud of our wide variety of beautiful flower arrangements. We have one that's just right for your budget." How boring would it have been! Access-restricted-item true Addeddate 2022-04-01 11:12:04 Bookplateleaf 0002 Boxid IA40777403 Camera USB PTP Class Camera Collection_set printdisabled External-identifier 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. To use a cliche that would probably make a seasoned ad-man like Sullivan roll his eyes, this is one of those books that "shows how the sausage is made," so to speak.

Hey, Whipple, squeeze this! : Luke Sullivan : Free Download Hey, Whipple, squeeze this! : Luke Sullivan : Free Download

It was a picture that showed a small kid wearing a raincoat, sitting on the ground and playing with water, juxtaposed with the headline: "Life is short. Childhood is shorter." And the copy reads: "The years from age 3 to 12 go by so fast. Only one magazine makes the most of them." As such, this ad successfully represented the magazine's genuine expectation and love for children's growth.When the task feels overwhelming, just reach in and grab the first piece that interests you the most. Start there. There are also chapters dedicated to explaining the best way to build a career in advertising. Like the book It’s Called Work for a Reason says, career success is up to the individual. Sullivan and Boches want readers to get a good feel for the day-to-day operations of ad agencies. There is even a chapter on how to protect work. One of the messages sent to readers is that succeeding in the ad industry should not mean focusing only on sales. It is important to succeed without selling out creativity. About The Authors Luke Sullivan Edward Boches is co-author of Hey Whipple, Squeeze This (5th ed.). He graduated with a BS in Mass Communication/Media Studies in 1976 at Boston University and also earned a BS in Public Communications at the same time. Boches worked for the premier advertising agency Mullen for 31 Years. During that time, he held various titles – Executive Creative Director, Managing Partner; Chief Creative Officer and Chief Innovation Officer. Boches earned numerous awards for creative excellence, including Cannes, Clio, One Show, the New York Art Directors Club, Communication Arts and more than 100 Hatch Awards. Metaphor is another powerful tool for advertising. The neo-Freudian, Carl Jung, believed that the mind works and moves through, and thinks in, and dreams in symbols. Many images in our daily lives are metaphorical. For example, the dog symbolizes loyalty, green means life, and red means anger. These metaphors are like traffic signs, directing the viewers with almost immediate effect into the right mood. Therefore, it is paramount to use metaphors to the product's advantage, multiplying the ad's effectiveness. Sometimes a simple metaphor is worth a thousand words. As for most of the book, it was all filled with the idea of creativity. Yes, on the one hand, everything is correct. However, on the other hand, the author refers to social media, from my point of view, not exactly advertising. So, he referred to advertising, for example, the events that are closer to PR. Or the creation of additional products that facilitate the acquisition or use of basic products. I mean creating tools to use them in virtual reality, in social media or on the Internet in general. This is not very suitable for advertising.

Hey, Whipple, Squeeze This: A Guide to Creating Great Ads

Rule No. 1: During the creative process, find an image to use in introducing the theme of your ad. Imagine a picture that can explain the theme, then develop a story around it. This procedure can make the creative process much easier as you now have a clear direction. Once you find the core of your idea, you just need to use some imagination to build a real story based on the imagined imagery. Make the concept so powerful, that the audience would understand the message with the sound turned off. 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. Taking that into account, it becomes clear early on that Sullivan's main purpose for writing this book is not just to lay down the rules for how ad-men and ad-women can make their clients oodles of money through their marketing - and just to be clear, it's not not about this exactly - but more of an appreciation of advertising as a sort of art-form. A large part of this book is devoted to work that Sullivan admires, work that transcends mere salesmanship, and the kind that a copywriter could be proud to show to their friends and family. A great idea can attract people in an instant, imprinting the product onto their minds. However, the creative process is not simple. As described by Sullivan, during his time working in an agency's creative department, he spent most of his time with his feet rested on the desk, talking about movies with his partner; that's because inspirations often come after brainstorming and contemplation.This is the number one must read book for those in marketing and advertising. The book talks about the craft of making ads, to digital platforms, and even how to succeed in the industry. SHOP NOW Simple doesn’t figure it all out for you. Sometimes it asks the reader to finish it. The less you put in the ad, the better. There are really two ways to look at this book. You can say it's outdated because the advertising landscape has drastically changed in the past 12 years. Or you can say that it doesn't matter because an art form's foundation never changes. I lean towards the latter. Here's a perfect example:

Hey, Whipple, Squeeze This: A Guide to Creating Great Hey, Whipple, Squeeze This: A Guide to Creating Great

This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing. Chapter 7: In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually The initial discussion focuses on print advertising because many of the same principles apply to any media – social, digital and traditional. However, the authors dedicate chapters to the differences applicable to various types of media. The purpose of each new edition was to continue adapting the book to include the dynamic changes that are always occurring in the advertising industry. It clearly explains how digital ad campaigns fit into the existing ad framework, but it does not just describe digital ads. The authors consider how digital and social are transforming the industry which in turn transforms the creative process. Similar to the discussion in the book Epic Content Marketing, the right marketing approach should be applied across communication channels, and that influences how a marketing team creates content.In this book, Sullivan shares his over 30 years of professional experience, offering a lively, fun, and instructive career blueprint for all advertising professionals and enthusiasts. With his witty language, Sullivan explains the rules and principles of advertising and highlights those funny and helpless predicaments an advertising professional may find him or herself in. He encourages the good work of all advertising professionals and implores them to be patient with each advertising project.

Hey Whipple | Building big-ass fires under creative companies Hey Whipple | Building big-ass fires under creative companies

Advertising is no easy job. Every ad is created with the creatives' greatest efforts and enthusiasm. So it is often hoped that a client is satisfied with our proposed work, into which we've poured our hearts, thus allowing us to forge ahead immediately with its production and publication. However, even for a successful copywriter such as Sullivan, such a smooth procedure has happened only three times during his entire copywriting career. As surprising as that may seem, in most cases, your storyboard won't make it out of your client's meeting room. The truth is that customers don't always care about the product – they primarily care about whether their needs can be met. There is a famous motto in the advertising industry that reads: "People don't buy quarter-inch drill bits. They buy quarter-inch holes." So, show the "holes;" that's the most effective method of advertising.Think like a publisher. Have a plan; an editorial calendar. Determine what you can create that has lasting value as well as what should be fast, simple and temporary.