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.

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

This is the number one must read book for those in marketing and advertising. The book talks about the craft of making ads, to digital platforms, and even how to succeed in the industry. SHOP NOW A new idea must be unfamiliar to anyone, meaning it should be without any standard definition and should not be confined to what commercials are traditionally defined. As Sullivan said: "There is no bridge across some chasms. Only leaps of imagination can make it across." Of course, we've seen several very successful, extraordinary ads. Even so, there is always a better idea, a better method of communication lying deep within a copywriter's mind, waiting to be discovered and brought to life. In this book, Sullivan shares his over 30 years of professional experience, offering a lively, fun, and instructive career blueprint for all advertising professionals and enthusiasts. With his witty language, Sullivan explains the rules and principles of advertising and highlights those funny and helpless predicaments an advertising professional may find him or herself in. He encourages the good work of all advertising professionals and implores them to be patient with each advertising project. 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.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.

Hey, Whipple, Squeeze This Summary | Luke Sullivan Hey, Whipple, Squeeze This Summary | Luke Sullivan

A step-by-step process for developing a strategy for copywriting and art direction, based on the product’s emotional center and brand tensions

About The Authors Luke Sullivan

In Part Two, let's begin by first talking about making great video commercials. Video commercials are the most intuitive form of advertising. Their advantages lie in their ability to show the product in motion, resulting in the most favorable outcome leading to a good sale. As a visual medium, a video should be able to deliver its message without the help of texts. Recruiters and CDs want more than cool ads … What’ll impress them is to see how you solve business problems. At the center of this thing you come up with must be a promise. The customer must always get something out of the deal. Chapter 7: In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually It should be noted that Sullivan wrote the first four editions of the book. Sullivan wrote most of chapters 1-9 in the fifth edition, while Boches wrote most of chapters 10-15 in the fifth edition. Sullivan makes it clear though that Boches and he collaborated on all of the chapters in the fifth edition book.

Hey Whipple, Squeeze This Book Summary: Best Advertising Book Hey Whipple, Squeeze This Book Summary: Best Advertising Book

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. Rule No. 1: During the creative process, find an image to use in introducing the theme of your ad. Imagine a picture that can explain the theme, then develop a story around it. This procedure can make the creative process much easier as you now have a clear direction. Once you find the core of your idea, you just need to use some imagination to build a real story based on the imagined imagery. This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing. E.g. Oreo’s famous “You can still dunk in the dark” ad. They tapped into the topic dominating Super Bowl XLVII – when the lights went out – and tied their product to the conversation.

Learn The Advertising Industry

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. To get the words flowing, sometimes it helps to simply write out what you want to say. Make it memorable, different, or new later. First, just say it. Why is it this good? Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration.

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

There is an in-depth discussion of how an ad copywriter can decide what to say by learning as much as possible about the client’s brand, competition and customers. However, the ad team also needs to remember to not overthink the strategy. Sullivan walks the reader through the steps of an ad campaign project, beginning with identifying the truest thing that can be said about the product or brand which is its emotional center. The next step is to identify the central conflicts or tensions in the brand that will drive the project’s strategy. As would be expected, there is considerable discussion on various ways to come up with ideas – lots of ideas – by letting creativity flow. In the book Experiences, content creation is presented as a critical marketing strategy, and it is based on becoming more like a media company - entertaining and engaging. In other situations, those in charge of marketing are simply meat puppets. They fear their bosses too much to suggest any ideas or make decisions that challenge their bosses' plans or expectations. To them, that is too much of a risk, and they avoid such risks by outrightly denying your ideas. There are no legitimate reasons for their rejection. They just say "no." Reduce until you get to the essence. Every element you add to a layout reduces the importance of all the other elements. You must own something visual. A color, a shape, a font. Something that is unique about your brand.An ad viewer usually reads it silently. So, write your copy as though you are writing a letter to a friend. Use friendly and natural expressions. Because an ad viewer doesn't read a copy the same way one reads a book, your language must be simple. No one would have the patience to ponder about an ambiguous word in an ad. As the last step of copywriting, read your lines aloud to yourself; this is the most effective way to see whether they sound good enough to convey the intended message and emotion. After having a full understanding of the product we're advertising, we enter the creative process. It is common knowledge that in most situations, people would prefer to avoid advertisements. This is why, to reach the maximum number of potential customers, we need to let our ads stand out by employing creative thinking. The creative process is when your ideas get fermented; it is the driving spirit of any ad. Make the concept so powerful, that the audience would understand the message with the sound turned off.