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

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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. 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. It should be noted that Sullivan wrote the first four editions of the book. Sullivan wrote most of chapters 1-9 in the fifth edition, while Boches wrote most of chapters 10-15 in the fifth edition. Sullivan makes it clear though that Boches and he collaborated on all of the chapters in the fifth edition book.

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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. Listen, even when you don’t want to. It doesn’t cost you anything to listen to. It’s polite. And even if you think you disagree, by listening you may gather information you can later use to put together a more persuasive argument. 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. 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.The following book summary is a collection of my notes and highlights taken straight from the book. Most of them are direct quotes. Some are paraphrases. Very few are my own words. Ocr_converted abbyy-to-hocr 1.1.20 Ocr_module_version 0.0.17 Openlibrary OL684839M Openlibrary_edition 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. 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: The Classic Guide to Creating Hey Whipple, Squeeze This: The Classic Guide to Creating

A step-by-step process for developing a strategy for copywriting and art direction, based on the product’s emotional center and brand tensions In other situations, those in charge of marketing are simply meat puppets. They fear their bosses too much to suggest any ideas or make decisions that challenge their bosses' plans or expectations. To them, that is too much of a risk, and they avoid such risks by outrightly denying your ideas. There are no legitimate reasons for their rejection. They just say "no." Instead of producing some message-based interruption, document the participation and the creation of the content.urn:lcp:heywhipplesqueez0000sull:epub:a68817f1-1959-4942-8961-c6a6df06dc5a Foldoutcount 0 Identifier heywhipplesqueez0000sull Identifier-ark ark:/13960/s2tktcqchg8 Invoice 1652 Isbn 9781118101339 Lccn 2011039737 Ocr tesseract 5.0.0-1-g862e Ocr_detected_lang en Ocr_detected_lang_conf 1.0000 Ocr_detected_script Latin Ocr_detected_script_conf 0.9529 Ocr_module_version 0.0.15 Ocr_parameters -l eng Old_pallet IA14457 Openlibrary_edition In my experience, talent is a bit overrated. Talent is human. Talent gets lazy and distracted. But intense work ethic is beyond mortal beings. Work ethic will add years of experience to your life while everyone else is posting selfies on Facebook. I’ll hire work ethic over talent any day. Lazy talent will not get the job done. Frank Anselmo The modern advertising brief emphasizes doing something for the user rather than saying something to them. Various ways to let creativity freely flow to come up with lots of ideas and to visualize the chosen idea in the ad

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

Don’t hand out materials before you present. Do it only after you’ve finished. Remain in control of the room’s attention. Access-restricted-item true Addeddate 2022-04-01 11:12:04 Bookplateleaf 0002 Boxid IA40777403 Camera USB PTP Class Camera Collection_set printdisabled External-identifierTake charge of your own financial destiny, do your homework, stay informed, and learn to negotiate fairly. Dany Lennon Sullivan has listed some simple yet effective ways that can help us come up with good ideas. First, he suggests that we must listen to our subconscious mind. Since an idea is the product of your brain, you need to calm down and let your subconscious mind work, and you'll be happy to find yourself thinking deeply. Like Marchall Cook suggests in his book Freeing Your Creativity: "If you can quiet the yammering of the conscious, controlling ego, you can begin to hear your deeper, truer voice in your writing." So give it a try. Our brains may surprise us if only we can learn to listen to our subconscious minds. 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. This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing.

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