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

Luke Sullivan

Physical

In Circulation

In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in–depth prescriptions for building a career in advertising, this edition also features a real–world look at the day–to–day operations of today′s ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.

What will you learn from this book

  1. Creativity is Crucial: The book likely emphasizes the importance of creativity in advertising. Standout campaigns often involve thinking outside the box and pushing creative boundaries.

  2. Know Your Audience: Understanding the target audience is a fundamental aspect of effective advertising. Tailor messages and creative elements to resonate with the specific demographic you're trying to reach.

  3. Clear and Compelling Messaging: The power of clear, concise, and compelling messaging cannot be overstated. Whether it's a headline, tagline, or body copy, every word should contribute to the overall impact.

  4. Visual Impact: Visual elements play a significant role in advertising. A strong visual identity can enhance brand recall and make campaigns more memorable.

  5. Emotional Appeal: Successful ads often evoke emotion. Whether it's humor, nostalgia, or empathy, creating an emotional connection can strengthen the impact of an advertisement.

  6. Consistency Across Channels: Maintaining a consistent brand voice and image across various channels is crucial for building a strong brand identity.

  7. Simplicity Matters: Keeping messages simple and easy to understand can enhance their effectiveness. Clarity should be a priority in both visual and written communication.

  8. Stay Relevant: Successful advertising adapts to cultural trends and societal changes. Staying relevant helps brands connect with their audience in meaningful ways.

  9. Test and Iterate: The advertising landscape is dynamic. Testing different approaches and iterating based on performance is a key part of refining and optimizing campaigns.

  10. Ethical Considerations: The book may discuss the importance of ethics in advertising. Maintaining honesty and integrity in messaging helps build trust with consumers.

Language English
ISBN-10 0471281395
ISBN-13 9780471281399
No of pages 292
Font Size Medium
Book Publisher John Wiley & Sons
Published Date 15 Apr 2003

About Author

Author : Luke Sullivan

2 Books

Related Books