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

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The first part of the book will repeat much of what can be found in classical marketing books, for example, in Kotler's book "Marketing.

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

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.

We should defend our work with professionalism as we prepare to present our finished ads to the public in hopes of attracting the desired attention. The modern advertising brief emphasizes doing something for the user rather than saying something to them. He has earned numerous awards and recognition for his photography work which supports local communities. And while high, she has an epiphany that leads her to create the boldest ad campaign her firm has ever seen. For the purposes of this chapter, the authors invite you to think about the ads that resonate with you.

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

The last 3 chapters seem important, but are too long and trying to summarize something that is learnt by experience rather than by study.Instead, he focused on one of the central human truths about flowers; that flowers can soothe a loved one's mind. The interesting part of an ad shouldn’t be a device that points to the sales message; it should be the sales message. 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. We mentioned that when we receive a project and prepare to start working on the ad, we should first identify key points about the product that appeals to people's basic needs.