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

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Don’t hand out materials before you present. Do it only after you’ve finished. Remain in control of the room’s attention. After settling for an idea, we need a good design to represent it. This design must be as simple as possible. There's an old axiom called "Occam's razor," which points out that "entities should not be multiplied without necessity," and that every extra unnecessary bit should be cut out. According to this principle, when there are two solutions to the same problem, the better one is usually the simpler one. Sullivan says that a stop sign is an epitome of a good ad as it represents a great example of simplicity. It's clear, direct, and cannot be overlooked.

Hey Whipple, Squeeze This: The Classic Guide to Creating

Recruiters and CDs want more than cool ads … What’ll impress them is to see how you solve business problems. The last part of the book is devoted to such issues as protection of advertising materials created for the client. Or types of advertising clients. The theme of the portfolio. Think like a publisher. Have a plan; an editorial calendar. Determine what you can create that has lasting value as well as what should be fast, simple and temporary.

Ask yourself, “What would a generous brand do to get out and meet its customers?” Generous brands are empathetic and tend to make gestures that are not just commercially motivated; they pay less attention to their own marketing schedules and more to the calendars of their customers. Since we have discussed a number of ways to come up with good ideas and the tools we can use to take advantage of ads, let us now talk about the writing of body copy. In an ad, the copy often accompanies the picture, giving additional, more detailed information about the product's advantages. It aims to further persuade the viewer into accepting the product. When writing our copy, we should first understand our client's perspective while keeping in mind that though we are speaking for them, for their product, we need to make it sound like we ourselves are talking. To write a successful copy, we need to make our copy sound as personal as possible while still objectively examining the copy's purpose. Make the concept so powerful, that the audience would understand the message with the sound turned off.

Hey Whipple, Squeeze This! Summary - Quick Read Hey Whipple, Squeeze This! Summary - Quick Read

Another suggestion by Sullivan on how to come up with good ideas is to be aware that visuals are more effective than words when creating ads, so we must make good use of visuals. When you open a magazine, the first thing that attracts your attention is often a picture. So, if your ad has good visuals, it is more likely to achieve its goal. So, how does one make a great video commercial? Sullivan points out the following rules for the making of video commercials. Importance of writing the brief for the client that describe the key ad message or is meant to change the client’s behavior urn:oclc:37625548 Republisher_date 20120924000628 Republisher_operator [email protected] Scandate 20120922220605 Scanner scribe21.shenzhen.archive.org Scanningcenter shenzhen Source The truth is that customers don't always care about the product – they primarily care about whether their needs can be met. There is a famous motto in the advertising industry that reads: "People don't buy quarter-inch drill bits. They buy quarter-inch holes." So, show the "holes;" that's the most effective method of advertising.

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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. Try to recall a time you remembered a product because of an ad you've seen; what was it that moved you exactly? Was it the cinematic scenery or fancy visual effects? Surprisingly, these aren't the main reasons we are drawn to an ad; what really moves us is something within the ad that speaks to our humanity. This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing. Remember even though you’re young and on the street, you have options. You don’t have to take this job, even if it’s offered. You have choices.

Hey Whipple Squeeze This | Irina Blanşek - Academia.edu (PDF) Hey Whipple Squeeze This | Irina Blanşek - Academia.edu

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. Never let the team get larger than two pizzas. If you can’t feed them with two pizzas, the team is too big. When you’re coming up with ideas, don’t do it sitting in front of your computer. Let all your early thinking happen with a pencil and paper. You engage a different part of your brain when you handwrite things. It was a picture that showed a small kid wearing a raincoat, sitting on the ground and playing with water, juxtaposed with the headline: "Life is short. Childhood is shorter." And the copy reads: "The years from age 3 to 12 go by so fast. Only one magazine makes the most of them." As such, this ad successfully represented the magazine's genuine expectation and love for children's growth.

In today's era of unprecedented technological and commercial development, advertising has long become part of people's everyday life. A new brand needs advertising to attract the public's interest in its product and services. An already established brand needs advertising to keep its existing customers as well as attracting new ones; even when we want to buy something, we often refer to advertisements in terms of product and service description, benefits, and cost information. Sometimes, we make ads ourselves. Whether it's an ad looking for a traveling companion, or someone to share an apartment with, advertising has become a natural part of human life. The advertising industry has indeed become a significant and highly sought-after industry. Rule No. 3: The rule of simplicity also applies to video commercials. As in print ads, always deliver your message in simple and straightforward ways. As a video ad usually has a limited time slot, too much information or too many scenes will make it appear complicated and disorganized. If you have only 15 seconds for your video ad, try to show everything in one scene. That can make your message clearer and more impressive. Rule No. 2: A video commercial must be entertaining. Each second of a video ad counts, so never show any dull image on the screen, or you would waste your resources and fail to reach your desired audience. If a viewer can predict how an ad would end once he sees its very beginning, he most likely would switch to another channel or move his attention away from the TV. So, the story that you want to tell within your time limitation must avoid any usual boring routine. Therefore, you must make it novel and remarkable if you intend to keep people's attention. A great idea can attract people in an instant, imprinting the product onto their minds. However, the creative process is not simple. As described by Sullivan, during his time working in an agency's creative department, he spent most of his time with his feet rested on the desk, talking about movies with his partner; that's because inspirations often come after brainstorming and contemplation. Remember, the idea isn’t just to come up with as many headlines as possible, but rather how many different doors can you go through? How many different ways can we look at the same problem?