Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition

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As you can already notice, the creative process consists of no beginnings, no ends, and no fixed rules. To those who defend the campaign based on sales, I ask, would you also spit on the table to get my attention?” You’ll learn about the business of business by studying the operation of hundreds of different kinds of enterprises.” Edward Boches teaches advertising and creative courses at Boston University’s College of Communication. “Hey Whipple, Squeeze This! Summary”

While this book won't turn you into Lee Clow, Luke Sullivan, Alex Bogusky, Dan Wieden, David Droga or even me- it will help you know what good advertising is and how some of the greats have made it. We recommend this book to readers who are interested in how ads work, and for all those who live, or want to live in the much talked about advertising world. About Luke Sullivan and Edward Boches This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing. I can't say anything that eclipses that. If you don't know who Lee Clow is- you probably shouldn't be in advertising, but, that's OK- after you read this book- you should be fully prepared- and know who Lee Clow is. Consumers can share commercials, but they can also skip them. People are no longer captive audiences as they once were. Now we have remote, recording, and fast forward options. Commercials need to be so good that people do not want to go past them. The ads also need to sneak in places like Facebook or in-between games like Words With Friends and even place them imperceptibly as props in movies. Sullivan writes that, “Today it’s not so much about making digital advertising as it is about making advertising for a digital world.” By using and manipulating digital tools to help promote a product, you can reach a wider audience. If your ad goes “viral” there will be millions of “hits,” which is essentially free advertising.

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However, that is not all. It may have been the process in the past, but now the availability of information makes everything different.

PR. Или создание дополнительных продуктов облегчающих приобретение или использование основных. Я имею ввиду создание программ для использования их в виртуальной реальности, в социальных медиа или в целом в интернете. Это не очень подходит к рекламе.Before you decide to enter the industry, we hate to break it to you, but work in advertising is not exactly as portrayed in Mad Men. Luke Sullivan and Edward Boches, the co-authors of “Hey Whipple, Squeeze This,” share their expertise as veteran ad men for over 30 years. This textbook is full of the authors’ wisdom, wit, and sarcasm making it enjoyable to read as well as educational. Starting from the 1950s and working their way up to the present technical age, Sullivan and Boches impart important lessons of the advertising world. They teach the reader how to determine what works and what does not when creating an ad. I am older, probably close to the age of both authors, and I could relate to all the historical ads they discussed. The book begins with a funny Preface serving as a good introduction to the changing techniques of advertising and marketing. Furthermore, employ both an unusual and thought-provoking part in your ad, to make viewers watch it over and over again. Listen to how people speak. They interrupt each other, complete each other’s sentences, speak in fragments, so do that in your ad also. Use intonation, pauses, and silence to capture the feeling you want to present.

Why is it this good? Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration. If you are anything like me, whenever you hear or read about advertising, your mind wanders to Mad Men: a group of creative geniuses whose days are filled with drinks, parties, and affairs, who still get the time to come up with the idea that will blow the mind of their client. You have to cope with products, partners, clients and above all ideas. Ideas are not that easy to come by, you know. Sullivan and Boches’s “Hey Whipple, Squeeze This!” has been a go-to guide to everyone that lives in a world of advertising: from newcomers to those who have been in the business for years. Do not think about what you are writing, just put something on the paper. Anything that comes to mind. Soon, you will find the words you need. You know how they said; sometimes inspiration has to catch you working.

The classic guide to creating great advertising now covers all media: Digital, social, and traditional.

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: Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.