StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Creating Great Advertising by Luke Sullivan - Book Report/Review Example

Cite this document
Summary
This book report "Creating Great Advertising by Luke Sullivan" focuses on the author Lake Sullivan who published the first edition of “Hey Whipple, Squeeze this…” in 1998 and the book immediately got great repute among those related to the advertising world. Lake Sullivan is an ad writer…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97.5% of users find it useful
Creating Great Advertising by Luke Sullivan
Read Text Preview

Extract of sample "Creating Great Advertising by Luke Sullivan"

The Lake Sullivan published the first edition of “Hey Whipple, Squeeze this…” in 1998 and the book immediately got great repute among those related to the advertising world. Lake Sullivan, as an ad writer, provides an insight into the world of advertising and described the methods which are adopted by companies to advertise their products. It outlines the problems faced by media advertisers and gives advice on how the problems and the ever-growing competition are to be handled.

The first chapter of the book presents the author’s thoughts about Mr. Whipple, a fictional supermarket manager who was featured for a long time in the advertisements for Charmin toilet paper. Sullivan hated the grocer and according to him the advertisements should be more creative and intelligent and that is what leads the author to write this book. The next three chapters focus on general advice and instructions on ad writing in any form of media. As the Chapters proceed, Sullivan becomes specific in his approach and provides details for ad writing in a particular media.

According to the author, it is not easy to play the same ad on the radio that has been created for TV. The transitions between different media should be taken into account while writing ads; the ad that appears engaging on TV might not necessarily look good on the radio on the internet. He enlightens the readers about the viral market and extensive advertising campaigns and how they are made successful. He asks the readers to learn all the important details regarding the things that are being advertised.

This stimulates more and more ideas about the thing in consideration. After the author established all the rules in his initial chapters, he asks his readers to forget them! According to him, the advertising business is not bound by fixed rules and these rules have to be broken for out-of-the-box thinking to create interesting and engaging ads. The Next chapters depict different characters with different personalities, from a creative guy to one who copies others’ ideas. Through these characters, the author conveys to the reader about the problems faced by a person working in an ad writing position and how he is supposed to tackle them.

There is a great deal of advice in the book about defending ideas so that they are not picked apart by important clients. The last chapters compare the advertising business with the rest of the businesses in the world and explain the evolution, the advertising world has undergone. He talks about the growing competition and educational advancement in the field of advertising. Mr. Sullivan describes the ways in which the young upcoming ad writers can prepare themselves well so that they can have a better edge over their competitors.

The author ends the book by stressing that one should always enjoy work no matter what environment one is working in. The book is undoubtedly a great guide for anyone who is willing to enter the advertising world and the way this book connects with the readers is indeed remarkable (Sullivan, 2003). 

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising by Book Report/Review”, n.d.)
Retrieved from https://studentshare.org/other/1418569-hey-whipple-squeeze-this-a-guide-to-creating-great
(Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising by Book Report/Review)
https://studentshare.org/other/1418569-hey-whipple-squeeze-this-a-guide-to-creating-great.
“Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising by Book Report/Review”, n.d. https://studentshare.org/other/1418569-hey-whipple-squeeze-this-a-guide-to-creating-great.
  • Cited: 0 times

CHECK THESE SAMPLES OF Creating Great Advertising by Luke Sullivan

Marketing Planning

Back in 2008, Darren Herman, made what is now known as one of the most cutting edge data-driven market test in the history of advertising and marketing.... Herman used the data to convince Vespa that the $0 down is the most effective marketing offer and it is what should carried by the advertising agency.... It was able to advance its products, exercise freedom on designing marketing problems, advertising materials, and design its retail stores to reflect the image of freedom it projects....
11 Pages (2750 words) Assignment

Review of Hey,Whipple, squeeze this by Luke Sullivan

"Hey,Whipple, squeeze this" by luke sullivan Luke Sullivan's book is written in a very relaxing and comical way that describes ad business as one of the greatest jobs in the world.... luke sullivan further acknowledges that infuriating and lazy ads featuring a literal and figurative character assassination may boost sales but these are not the only standard of measuring ads.... Generally, luke sullivan effectively addressed the techniques of gauging audience that does not b love you....
4 Pages (1000 words) Book Report/Review

Committees of Advertising Practice Codes of the UK

This paper "Committees of advertising Practice Codes of the UK" analyzes the underlying ethics and advantages associated with the CAP codes in the UK on the basis of macroeconomic analysis.... The Committees of advertising Practice are responsible for formulating and maintaining the different advertisement codes in the U.... All these committees are controlled by the advertising Standards Authority.... Importance of advertising The term advertisement comes from the famous Latin word 'Advertere', which means 'to turn minds towards'....
11 Pages (2750 words) Essay

Analysis of Future and Current Directions of Social Networking

The growth of social networking has resulted in businesses taking notice, and beginning to adopt and utilize this medium for marketing purposes [Frost & sullivan, 2010].... Indeed, positive results in this regard have already been noticed [Frost & sullivan, 2010].... While social networking is growing exponentially, both the market share and advertising revenues have made Myspace an organization in decline.... By creating networks for their employees, they are gaining free advertising but also increase the chance that one of their employees is going to wind up bringing in more customers by their mere presence on a social networking website....
8 Pages (2000 words) Research Paper

Marketing Communication & Psychology

The speed desired in delivering the message as well as the capabilities of the advertising authorities also becomes essential in determining the approach utilised.... n the project regarding issues of the rising number of unwanted dogs, the advertising authority seeks to relay the essential message to individuals engaging in the unlicensed breeding of dogs.... While the advertising authority undertakes a social duty for caring for these animals, the general public might be unconcerned about the welfare of these dogs....
4 Pages (1000 words) Essay

Serving Customers in Global Markets

Online advertising may flex its muscles as much as possible but the fact is that television is still the leader in advertising channels (sullivan & Bennett, 2012:32).... TV is the biggest and most important marketing and advertising medium in the world.... Research has shown that emotional and psychological messages resonate more with customers than feature and function advertising.... TV reaches millions of people worldwide, is affordable, and combines audio and visual power to create the ultimate advertising machine....
5 Pages (1250 words) Essay

Business Use of Email, Virtual Communities

There is an important difference in spamming on the internet and other forms of spam such as billboards, television and newspaper's use of intrusive advertising.... The paper "Business Use of Email, Virtual Communities" states that adopting Opt-in anti-spam email rules worldwide would limit spam messages, perceived or otherwise, as the consumer would have to make a deliberate choice to receive company generated email....
9 Pages (2250 words) Coursework

Strategic Analysis of Waverly-Woollahra Art School

The paper "Strategic Analysis of Waverly-Woollahra Art School" is an outstanding example of a case study on management.... Waverly-Woollahra Art school (WWAS) is a school located in the Eastern suburbs of Bondi, Sydney.... It offers quality and accessible art education to more than 400 students.... ...
11 Pages (2750 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us