Retrieve Hey, Whipple, Squeeze This: The Classic Guide To Creating Great Ads Conceived By Luke Sullivan Contained In Version
gripping book on creativity read ad tactics, Relevant, even to digital marketers remember, “Digital isnt a medium, Its a way of life”,
Great advices for an advertiser,
Must read for any marketer, Some interesting insights and humor but largely nothing too cohesive, The book contradicted itself multiple times and read more like a collection of vignettes loosely stitched together more than a cohesive whole.
Also didn't have as much relevance as I thought, The third edition barely mentioned interactive which was disappointing, It's a textbook of ads, literally, It's a book of text from ads, and also images plus links to some interesting campaign videos.
The book gets all in to help you create ads, . . The ideation process, creation process and handling the deletion process, Yes, sometimes you have to kill ideas, even the best ones, And the book talks all about it, . . the process.
It focuses mostly on newspaper and banner ads, It also has chapters dedicated to TV and radio ads, From churning out headlines to hunting down the bestimagefit for a copy or bestcopyfit for an image, you get to learn it all through examples.
But what you'll learn the most is: how to survive in the advertising industry.
You get to learn how copywriters get ideas, Sometimes they steal, yes. Oops. No, they take inspiration. They brainstorm with others. And the most important: They understand the viewers/readers/listeners,
It has plenty of examples to explain what works and what doesn't and why.
I liked that. Some ads and campaigns were too old to resonate with, The basics, though, hold true even today, of course,
By the way, I skipped most of the last quarter of book though, It was mostly about pitching ideas to clients, creating a portfolio and getting a job, Shuffled through, found the tips useful, didn't dig deep,
Book recommended
Yes, for intermediatelevel copywriters, It's good for those who at least know the C of copywriting and want to gain deeper knowledge to create better ads.
Great reference book.
For copywriting noobs, it's skippable, You can return to this after you've some experience with copy, I love this book! It was assigned as the textbook for my Writing for Broadcasting class, and even though we haven't touched the book in class and I doubt we ever will, I can say every penny I spent on this book was worth it.
Sullivan talks about all kinds of media, gives examples of great campaigns I keep my phone handy while reading so I can look them up as I go, and I recommend you do the sameit makes all the difference to see exactly what he's talking about and tosses in plenty of useful and interesting tidbits for anyone in or trying to get in the advertising business.
If you're a creative in a related field, like me in graphic design, reading this book will give you all sorts of resources and ideas to make your own work better.
I very much foresee this book having a place of honor on my professional bookshelf, and become very worn and ragged in the end.
I couldn't recommend it any higher, One of those books that you need to read so you know how to write, 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 aif it wasn't for some minor flaws.
Why is it this good Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration.
I usually think books on advertising spend too much explaining the creative process as “the magical moment during shower when everything makes sense”.
This one was different. Although Luke Sullivan clearly states that creativity can't be learnt and indeed some AHA moments happen, he also values the techniques and processes that creative people apply to get to a big idea.
Incessant writing, reference hunting, studying the client, . . everything adds up to generate a good idea,
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.
For thosepoints 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.
I'd say the book only fails to wrap up earlier, The lastchapters seem important, but are too long and trying to summarize something that is learnt by experience rather than by study.
One can readclassics on "How to present creative work" and still fail to do it for lack of practice.
So, although it makes sense to cover them, I personally would have been much shorter on the recommendations to avoid repetition and boring the reader.
Overall, that's a very good experience, Whoever enjoys advertising will have a delightful time and surely will put this up in the ranks of good advertising books.
Even for those that don't, it is a fun read to understand how the messages we see everyday are crafted.
The short cut to Mad Men! Love it! This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing.
My notes from the book,
Love this quote
The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally.
The ingredients for most viral campaigns
Provide social currency
Connect to a trigger/relevant rtm
Tap into emotion
Make it public
Tell a story that gets easily passed on
Quote:
Don't come up with advertising ideas, come up with ideas worth advertising.
For creating content follow the rule of thirds
One third from other sources that your community will find useful.
One third a celebration of your communitys content
One third about the brand,
Quote:
On social media helping beats selling, Give more than you get as a brand,
A few great campaigns to watch look at
Tweet and shoot BNP Paribas
Nba instant replay
Alzheimer's and Facebook in Netherlands
Coke zero SlideShare
Heineken and Coachella
Mercedes insta car
Dominos pizza turn around
Lexus filtered through instagram
Chipotle back to the start video
Volvo Epic split video
Audi's perfect day
Dominos tweet and ring s bell inmins
Maddens gifferator
Carlton draught beer commercials
Using theact structure for writing effective tvc ads
First scene conflict is already evident.
Also evident at a glance is a backstory about who these people are and how things got this way.
Things get weird it tense or complicated because of some challenge to the characters.
Finally it's resolved in an unexpected way and the characters have changed because of it.
The English review is placed beneath Russian one
Крайне неоднозначная книга, особенно на фоне Огилви, Хопкинса, Шугермана, Кейплза и пр, А неоднозначность её состоит в том, что автор большую часть уделяет социальным медиа, а не классической рекламе на ТВ, в журналах, газетах и пр.
Первая часть книги повторят многое из того, что можно найти в классических книгах по маркетингу, к примеру, у Ф. Котлера в его Маркетинг. Менеджмент, а также у Дэвида Огилви в его книге Огилви о рекламе: анализ продукции, поиск разнообразных идей и позиционирование. Что интересно, автор особо нажимает на вопрос позиционирования. Не знаю почему, но возникает какоето странное и трудноуловимое ощущение чегото недостающего, когда с одной стороны Огилви, а с другой Траут. Чтото отсутствует между или вокруг них
Дальше идёт большая и основная часть, которую можно назвать креатив в рекламе. Тут автор постарался посмотреть на использование креатива в рекламе со всех сторон. С одной стороны, читая его аргументы со многими соглашаешься, но вот с другой, постоянно помнишь напутствие у клоунов не покупают. Поэтому я бы свою позицию обозначил так: умеренный креатив с обязательной привязкой на продукт и не затеняя его. По сутито и автор говорит то же самое. Так что, вопрос в границах. Для одного зрителя рекламы, креатива будет с избытком, тогда как для другого в самый раз. Основной посыл в данном случаи у Салливана в том, что реклама без креатива слишком скучная и изза этого её будут намеренно игнорировать. Правда, на первых же страницах книги он приводит пример рекламы, которую все ненавидели, но чей товар, в тоже время, все покупали. Вот такой вот поворот. С точки зрения маркетинга, разумеется, главное продажи, а не то, нравится ЦА реклама или нет, считают они её креативной или нет, элегантна она или нет и так далее. Это первый нерешённый вопрос, который остался после прочтения этой книги. Это очень важный вопрос. Возможно, самый важный для маркетинга, для маркетолога.
Что касается большей части книги, то, как уже было сказано, всё это пространство было заполнено идеей креатива. Да, с одной стороны всё верно при условии соблюдения определённых границ. Однако с другой стороны, автор к социальным медиа относит, с моей точки зрения, не совсем рекламу. Так, он отнёс, например, мероприятия, которые очень сильно напоминают 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.
Последняя часть книги посвящена таким вопросам как защита созданных для заказчика рекламных материалов. Или типы рекламных заказчиков. Тема портфолио.
И последнее. Вся книга построена по принципусовет. Это, вопервых, а вовторых, используя вот этот самый принцип написания книги, как сборник небольших советов по разным темам, Салливан, конечно же, осветил такие темы как реклама на ТВ, радио, составление печатной рекламы, поиск вдохновения, заголовок и пр.
Как итог: будет интересна непосредственно копирайтерам. Что касается маркетологов, то шансы поймать чтото стоящее, крайне малы. Хотя, прочесть серединку, ту самую, что про социальные медиа, в принципе, можно. Хотя опять же, не стоит надеяться, что из неё вы сможете узнать, как делать научную рекламу по Хопкинсу, т. е. такую, что была бы строго привязана к цифрам прибыли. Такого тут нет.
Very ambiguous book, especially against the background of David Ogilvy, Claude C, Hopkins, Joseph Sugarman, John Caples, etc, And its ambiguity lies in the fact that the author focuses on social media, rather than classical advertising on TV, in magazines, newspapers, etc.
The first part of the book will repeat much of what can be found in classical marketing books, for example, in Kotler's book "Marketing.
Management", as well as David Ogilvy in his book "Ogilvy on Advertising", i, e. product analysis, search for various ideas and positioning, Interestingly, the author pays special attention to the issue of positioning, I don't know why, but there is a strange and elusive feeling of something missing when on the one hand David Ogilvy and on the other hand Jack Trout.
Something is missing between or around them, . .
Next comes a large and major part, which can be called "creative in advertising", Here the author has tried to look at the use of creativity in advertising from all sides.
On the one hand, I wish to agree with many of the author's arguments, but on the other hand, I always remember the message "people do not buy from clowns".
Therefore, I would define my
position as follows: a moderate creative with a mandatory binding to the product and not shading it.
In fact, the author says the same thing, So, the question is within the bounds, For one viewer of advertising, the creativity will be with an excess, while for the other perfectly.
The main message in this case from Sullivan is that advertising without creativity is too boring and because of this it will be deliberately ignored.
However, on the first pages of the book he gives an example of advertising, which everyone hated, but whose product, at the same time, everyone bought.
This is such a twist, From a marketing point of view, the main thing is the sale, and not whether the target audience likes advertising or not, whether they think it is creative or not, whether it is elegant or not, and so on.
This is the first unresolved issue that remained after reading this book, This is a very important question, Probably the most important one for marketing, for a marketer,
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,
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,
And lastly. The whole book is built on the principle of "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.
As a result: it will be interesting directly to copywriters, As for marketers, the chances of catching something worthwhile are extremely low, Although, to read the middle that about social media, in principle, you can, Although again, do not hope that you can learn from it how to make scientific advertising on Hopkins, i.
e. , one that would be strictly tied to the figures of profit, This is not the case here, .