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

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Although we have introduced some rules about advertising in the previous sections, advertising is a broad creative profession that simply following rules will be too conservative, thus making it almost impossible to create anything possessing a "wow" effect. Therefore, if you want to succeed in this industry, it is vital that you cast the rules out of your mind once you've understood them and absorbed them into your knowledge system. Don’t hand out materials before you present. Do it only after you’ve finished. Remain in control of the room’s attention. 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 | Irina Blanşek - Academia.edu (PDF) Hey Whipple Squeeze This | Irina Blanşek - Academia.edu

Start by listening. Find out what people care about. What are they sharing? What problems do they want solved that relate to your category and brand?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.

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

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. I loved the first half of the book, where I could find some really interesting campaigns and useful tips to create such ads. The writing style is engaging throughout the book. 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.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. Remember, it’s no longer about delivering messages. It’s about adding value, being relevant, and understanding how to best use each particular platform.

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

An ad viewer usually reads it silently. So, write your copy as though you are writing a letter to a friend. Use friendly and natural expressions. Because an ad viewer doesn't read a copy the same way one reads a book, your language must be simple. No one would have the patience to ponder about an ambiguous word in an ad. As the last step of copywriting, read your lines aloud to yourself; this is the most effective way to see whether they sound good enough to convey the intended message and emotion.Reduce until you get to the essence. Every element you add to a layout reduces the importance of all the other elements. 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”.

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

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_editionurn:oclc:37625548 Republisher_date 20120924000628 Republisher_operator [email protected] Scandate 20120922220605 Scanner scribe21.shenzhen.archive.org Scanningcenter shenzhen Source A brand is the sum total of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company.”