Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition

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As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how-to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media.

The issue for advertisers is to overcome this hatred and have people look at their ads and have the idea stick to potential consumers. As ad-man Luke Sullivan shows in "Hey Whipple, Squeeze This," It's hard to say the exact effect that an ad campaign has on a given product's sales performance; this is, after all, largely a subjective business. With their first main argument that advertising is hated by most people but it can be overcome is valid because it’s true that most people do hate advertising.

Part how-to and part exposé, Hey Whipple, Squeeze This is the insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry. His conclusion about social interactions - "Here I am" versus "Ah, there you are" - is something I hope to carry beyond my professional life. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. They show pictures of some of the ads that they found most effective so there is visual representation of what they are talking about; giving even more support to show that the ads actually exist and are memorable and effective. 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.

I've been reading this for a copywriting class, so I'm skipping around to different chapters, but I'm really enjoying it. 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.While digital ads are especially unique because as they explain “digital isn’t simply a technology, or a platform, or a medium. Some of the reasons is that it speaks to you in the same way a good advertisement does--you'll have to read this book to figure out what I mean! Nonetheless, with all of his experience in the advertising industry, Sullivan has plenty of ideas on what makes a good ad - which he highlights with plenty of examples taken from companies like Volkswagen and the Economist - as well as those on some of his most-despised ads, exemplified primarily by the series of Charmin spots featuring their notorious spokesman, Mr. Recently, I got together with four of my advertising friends who are also authors of well-respected books on advertising. The ads also need to sneak in places like Facebook or in-between games like Words With Friends and even place them imperceptibly as props in movies.