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

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Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing … The modern advertising brief emphasizes doing something for the user rather than saying something to them. A friend of Sullivan's once made an ad for the American Floral Marketing Council. Ideally, when we think of flowers, we picture their different kinds of beauty and how they can be arranged in various ways. However, when making this ad, Sullivan's friend did not bother to describe how beautiful and attractive flowers are. Instead, he focused on one of the central human truths about flowers; that flowers can soothe a loved one's mind.

Hey, Whipple, Squeeze This Quotes by Luke Sullivan - Goodreads Hey, Whipple, Squeeze This Quotes by Luke Sullivan - Goodreads

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. 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 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.

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In today's era of unprecedented technological and commercial development, advertising has long become part of people's everyday life. A new brand needs advertising to attract the public's interest in its product and services. An already established brand needs advertising to keep its existing customers as well as attracting new ones; even when we want to buy something, we often refer to advertisements in terms of product and service description, benefits, and cost information. Sometimes, we make ads ourselves. Whether it's an ad looking for a traveling companion, or someone to share an apartment with, advertising has become a natural part of human life. The advertising industry has indeed become a significant and highly sought-after industry. At the center of this thing you come up with must be a promise. The customer must always get something out of the deal. Recently, I got together with four of my advertising friends who are also authors of well-respected books on advertising. We made a series of videos to help students and juniors get jobs in the industry and maybe do better work. The 20-minute videos are all free, and cover issues from making your portfolio better to making the world better through smart socially-responsible advertising. Title: Hey Whipple Squeeze This! By Luke Sullivan: The Classic Guide to Creating Great Ads, Fourth Edition Being creative in real-time calls for changes in both mindset and process. Instead of the strategy dictating the content, sometimes the content dictates the strategy.

Hey Whipple, Squeeze This: The Classic Guide to Creating Hey Whipple, Squeeze This: The Classic Guide to Creating

Remember, it’s no longer about delivering messages. It’s about adding value, being relevant, and understanding how to best use each particular platform. When the task feels overwhelming, just reach in and grab the first piece that interests you the most. Start there. Rule No. 3: The rule of simplicity also applies to video commercials. As in print ads, always deliver your message in simple and straightforward ways. As a video ad usually has a limited time slot, too much information or too many scenes will make it appear complicated and disorganized. If you have only 15 seconds for your video ad, try to show everything in one scene. That can make your message clearer and more impressive. A gripping book on creativity (read ad tactics). Relevant, even to digital marketers; remember, “Digital isn’t a medium. It’s a way of life”. People are often united by common basic needs; a younger look, a happier family, or a healthier body. To trigger a customer's desire to buy a product, it's most important for an ad to discover and reveal what basic needs the product can meet. So, when a copywriter receives an ad project, he or she must first look for key points about the product that can appeal to the customer; these key points are where he must base his or her creative work on.The last part of the book is devoted to such issues as protection of advertising materials created for the client. Or types of advertising clients. The theme of the portfolio. 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 Sullivan made good use of metaphor in his ad for Barnett Bank's mortgage preapproval service. The ad shows a cross-section of a big tree, using its many growth rings to symbolize the usually long wait from mortgage application to approval at other banks. Under this picture, the copy said that one could avoid waiting for so long for approval if he or she applied for a mortgage through Barnett Bank. 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.