A long time ago, a couple of good ideas and burning passion would be enough for a marketing agency to hire you. However, that is not all. It may have been the process in the past, but now the availability of information makes everything different.

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 Very solid and engaging read. Highly recommended to all my friends that are in the advertising business or manage commercial communication (either for their own companies or as marketing professionals). I can undoubtedly say this was the best book on creative advertising I've ever read and it could easily be a 5 stars if it wasn't for some minor flaws. 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.As you can already notice, the creative process consists of no beginnings, no ends, and no fixed rules. 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.

If you have a partner, bring your ideas together and brainstorm, even on the bad ideas. You will be amazed by the results. What Makes a Great Ad? For those 2 points alone I could praise this book for a long time. Add on top the amazing examples from award winning campaigns and the clever analogies (the one that compares advertising to give a pill to a dog is by far the best I've seen on this business) and this read is a time very well spent. This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing. 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.How good is this book? If my college professor had me read this instead of the shitty textbook put out by some PhD- I'd have been winning awards and making my clients money so much faster. But, unfortunately, I had to wait years for Luke to graduate from being in "The Copywriters Bible" to actually writing it.... And lastly. The whole book is built on the principle of "1001 advice". And using this very principle of writing the book, as a collection of small tips on different topics, Sullivan, of course, highlighted such topics as advertising on TV, radio, making a print ad, search for inspiration, title, etc. The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional 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. To create an excellent book, you do not need a previous education in an ad school. Instead, you need around ten hypothetical campaigns that you will bring to excellence.

Table of contents

Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. In our summary of “Hey Whipple, Squeeze This!” we give you tips that will make the process a lot easier. Who Should Read “Hey Whipple, Squeeze This!”? and Why? 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.

Along with his entertaining examinations of some of the best and worst examples of what the industry has to offer, Sullivan also goes into greater depth on the best strategies with which to approach different forms of media, gives readers some sense of the culture one might expect at an ad agency and the various characters that inhabit such places, and even offers some advice for those interested in breaking into the industry. To use a cliche that would probably make a seasoned ad-man like Sullivan roll his eyes, this is one of those books that "shows how the sausage is made," so to speak.The marketing industry has become immensely popular, so you need an outstanding portfolio to get noticed in the crowd. 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. As for most of the book, it was all filled with the idea of creativity. Yes, on the one hand, everything is correct. However, on the other hand, the author refers to social media, from my point of view, not exactly advertising. So, he referred to advertising, for example, the events that are closer to PR. Or the creation of additional products that facilitate the acquisition or use of basic products. I mean creating tools to use them in virtual reality, in social media or on the Internet in general. This is not very suitable for advertising.