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“Hey,Whipple, squeeze this” by Luke Sullivan
Luke Sullivan’s book is written in a very relaxing and comical way that describes ad business as one of the greatest jobs in the world. The book has provided a little history concerning advertising industry by highlighting some of the advertising campaigns. Hey Whipple campaign aids in understanding how “selling yourself’ concept and strategy work within campaign. Several activities concerning advertising such as ads creation, ad industry and also the fact that ad campaigns are mostly shot down by clients. The book successfully takes the reader through the processes involved in ads creation for various media such as print, TV, internet and other electronics used in ads. “Hey, Whipple, Squeeze this”: A Guide to Creating Great Ads attempts to restore the bad reputation of advertising that includes fraudulence, unscrupulous and invasion.
It is undeniable that creating a great ad is very important and Sullivan freely recognizes this in his writing. Luke Sullivan further acknowledges that infuriating and lazy ads featuring a literal and figurative character assassination may boost sales but these are not the only standard of measuring ads. Generally, Luke Sullivan effectively addressed the techniques of gauging audience that does not b love you. He tends to argue that getting people’s attention is not easy anymore the way it used to be by interrupting what the audience is interested in. Instead, Luke argues that ads should be done in a way that the business should turn them as the stuff that the audience is interested in. Making customers interested in what a business provides is indeed very important because advertising has to be new and creative. This book is actually recommendable to every consumer and anyone pursuing advertising career.
The humorous sensitive look of advertising as well as creation of a great advertising has been illustrated after the knocking of Scott Tissue paper out of top position thus keeping Charmin the market leader. Although advertising was irritating compared to other great ads such as VW ads, it remained funny, witty and unobtrusive. What remained significant was the effect of ads in making a consumer remembers whatever is being advertised. Sullivan provides a good number of examples that greatly assist in understanding different kinds of print and television advertising that were successful as well as the reason behind their success. Additionally, Luke Sullivan has indicated the experiences he got from advertising company as well as what it felt like working alongside creative guys. He has writes about some clients as well as their demands regarding the content and expected impact of the advertising while other clients would simply grab an advertising idea and run away with it.
Sullivan’s book is actually the best book for every person who would want to achieve great. He has introduced new and efficient techniques in the industry after evaluating and comparing almost 500 television advertisings that ran between 1964 and 1990. The most interesting part is the fact that George Whipple is consumed by keeping housewives from fondling Charmin toilet paper and in the end of every advert, the targeted group learns that Whipple is a squeezer. Sullivan illustrates how easy it is for a bad advertising to be successful and the possibility of a good advertising failing. He points out at the significance of the advertisers’ role in creating an innovative work and he need to sell products. Luke’s experience in the advertising field provides the vast experience in the advertising work and credibility of Sullivan’s work. The need to pass the crucial information to everyone is really amazing in providing the reader with the very basics and cores of advertising. He provides easy to follow guidelines to the daily operations of the advertising agencies and even how to acquire jobs in these agencies.
Sullivan describes different media such as print, television and radio and points out at the differences between the creative processes based on the various media. He asserts stresses the importance of self-confidence in advertising and further explains the need to maintain the integrity of an original advertising and improving on the clients’ comments. Sullivan is indeed an expert in the field of advertising and seems to understand the current issues taking place in the field. He observes some significant situations which actually seem right and workable in the advertising industry. It is irrefutable that Sullivan is a great writer and advertiser who unveil a lot of valuable information that may help the advertising industry. The book contains a wealth of information that every business and advertisers should know. The easy and enjoyable to read book, includes modern step by step guide which are articulated in a humorous manner but sill provides the best advertising tips.
By reading the book, I have learnt that advertising is unavoidable and its impact is very crucial. There are so many helpful tips in advertising and marketing provided by Sullivan that are very important in my career. I will definitely working towards making myself heard by customers or audience in my advertising instead of always pleasing them. I have learnt to incorporate the innovativeness and creativity involved in advertising and the need to maximize sells of a particular product. Moreover, I have learnt to distinguish between a great advertising and a weak one. Actually, whatever creates the difference between the two kinds of advertising is brought out by Sullivan in a very frank manner. I picked the Sullivan’s idea regarding presentation as an important aspect in marketing and advertising. Presentation skills help in avoiding the cluelessness in the field of advertising. Because technology always changes, I have learnt how to manipulate technology in such a way that what constitute a great advertising still remains important regardless of the media used or the level of technology advancement.
“Hey,Whipple, squeeze this” provides an insight in every advertising career. I am planning to follow every step and guideline provided in the book to enrich my career and be one of the best advertisers in the world. Luke Sullivan makes advertising looks easy and enjoyable as he further eliminates or rather minimize some of the obstacles that may prevent the success of advertising. The fact that visual for every audience is very important in almost every advertising, I would always insist on creating attractive and great visuals that will boost my advertising in future. I have noted from the book that creating clear visuals for audience to see makes an advertiser not to stumble in words but to clearly and loudly speak to the targeted audience. It is a manner of prompting customers to imagine something great about the advertised product for themselves. This creates close relationship between the product and the audience. I will always let audience or even customers think much and lure them to buy products in future by simply following the guidelines highlighted by Sullivan in his book.
My advertising career will be associated with direct, very pleasing but brief advertising skills whose aim is to boost a product’s sales beyond the normal expectation. Grabbing audience attention is what I would always concentrate on because it is key to every advertising. I will avoid wordiness and pay attention to details that only helps in achieving advertising goal. For, instance I would avoid boring wordiness that may divert audience attention and introduce a unique style of paying much and closer attention to my audience. Actually, Sullivan insists on the need for considering what the customer wants rather than just neglecting the consumers’ needs. I would not only incorporate precise and positive advertising but also involve the audience needs and wants in the advertising to maximize the efficiency and effectiveness in advertising.
