Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
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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. That commercial's picture shows three sets of flower arrangements, ranging from a single rose in a slim vase to a large bouquet of a variety of flowers, accompanied by a headline which reads: "Exactly how mad is she?" This is a creative way to sell flowers; by appealing to the customers' needs rather than just because flowers were flowers. That message was clear and amusing. Just imagine, if the headline was something like: "We're proud of our wide variety of beautiful flower arrangements. We have one that's just right for your budget." How boring would it have been!
Hey, Whipple, Squeeze This Quotes by Luke Sullivan - Goodreads Hey, Whipple, Squeeze This Quotes by Luke Sullivan - Goodreads
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? 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. urn:oclc:37625548 Republisher_date 20120924000628 Republisher_operator [email protected] Scandate 20120922220605 Scanner scribe21.shenzhen.archive.org Scanningcenter shenzhen SourceRemember, it’s no longer about delivering messages. It’s about adding value, being relevant, and understanding how to best use each particular platform.
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads
Quit trying to come up with “advertising ideas” and work instead on coming up with ideas worth advertising.Interestingly enough, as Sullivan points out, the Whipple ads that he rails against were actually seen as a success, with Charmin product sales growth steadily growing following commercial spots. Taking that into account, it becomes clear early on that Sullivan's main purpose for writing this book is not just to lay down the rules for how ad-men and ad-women can make their clients oodles of money through their marketing - and just to be clear, it's not not about this exactly - but more of an appreciation of advertising as a sort of art-form. A large part of this book is devoted to work that Sullivan admires, work that transcends mere salesmanship, and the kind that a copywriter could be proud to show to their friends and family.