At the center of this thing you come up with must be a promise. The customer must always get something out of the deal. Make the concept so powerful, that the audience would understand the message with the sound turned off.

Hey Whipple, Squeeze This - Book Summary | Tyler DeVries Hey Whipple, Squeeze This - Book Summary | Tyler DeVries

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. 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 You can say it's outdated because the advertising landscape has drastically changed in the past 12 years.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: book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest Since July 2012, Boches has held the position of Professor of Advertising at Boston University, College of Communication. He teaches strategic and creative courses with a focus on digital and emerging media. In 2013, Boches won the Lyndon Baines Johnson Faculty Advising Award. Edward Boches is also a part-time documentary and street photographer, and examples of his work are found at Boches Photography. He has earned numerous awards and recognition for his photography work which supports local communities. Boches also supports The One Club For Creativity in various capacities.My webinar on achieving creative break-throughs airs this Thursday at 1pm EST. Pictured here, Zoom recording of pre… https://t.co/zl24QauGW6

Hey whipple squeeze this! : a classic guide to creating great ads Hey whipple squeeze this! : a classic guide to creating great ads

It is okay to understand that during our creative process, it is likely that our ideas will be random or perhaps really good. Either way, what is important is the need to keep an open mind when brainstorming our initial concepts. When the task feels overwhelming, just reach in and grab the first piece that interests you the most. Start there. Create different content for each medium with an understanding of what the customers are doing there. There is an in-depth discussion of how an ad copywriter can decide what to say by learning as much as possible about the client’s brand, competition and customers. However, the ad team also needs to remember to not overthink the strategy. Sullivan walks the reader through the steps of an ad campaign project, beginning with identifying the truest thing that can be said about the product or brand which is its emotional center. The next step is to identify the central conflicts or tensions in the brand that will drive the project’s strategy. As would be expected, there is considerable discussion on various ways to come up with ideas – lots of ideas – by letting creativity flow. In the book Experiences, content creation is presented as a critical marketing strategy, and it is based on becoming more like a media company - entertaining and engaging. Recruiters and CDs want more than cool ads … What’ll impress them is to see how you solve business problems.

I usually think books on advertising spend too much explaining the creative process as “the magical moment during shower when everything makes sense”. This one was different. 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. Incessant writing, reference hunting, studying the client... everything adds up to generate a good idea. 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. Some of the reasons is that it speaks to you in the same way a good advertisement does--you'll have to read this book to figure out what I mean! The reason for this is not necessarily because your idea is generally bad, or that it fails to meet advertising standards, but because some clients are not professionals in advertising, they tend not to identify an extraordinary idea or a need to produce it when they first see it. So, even if your idea is extraordinary, it is still likely that they reject it, and when they think you have no more ideas to offer, they may turn to other advertising agencies. Admitting any kind of weakness may be a counterintuitive way to establish trust, but it is effective.

Hey Whipple, Squeeze This Book Summary: Best Advertising Book Hey Whipple, Squeeze This Book Summary: Best Advertising Book

Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. 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. 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.I don't think people read body copy. I think we've entered a frenzied era of coffee-guzzling, fax sending channel surfers who honk the microsecond the light turns green and have the attention span of a flashcube." 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.