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

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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. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough.

To those who defend the campaign based on sales, I ask, would you also spit on the table to get my attention? Some interesting, informative, and fun anecdotes about advertising, but you can tell from the writing style that Sullivan is an ad man. They also argue that a simple ad could contain no to few words just a picture and the brand name somewhere on the ad or incorporated in.

However, on the other hand, the author refers to social media, from my point of view, not exactly advertising.

They support these two main arguments throughout the book by continually bringing up these ideas within each chapter and each chapter differs. The other ad being the Volkswagen ad (page 150) with an empty parking spot between a cop car and a row of motorcycles, to advertise for the new park assist feature. Updated to cover the digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile.You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Sullivan and Boches advise, “You want your listener to immediately get what is going on, and your first five seconds is the place to make sure this happens.

Even for those that don't, it is a fun read to understand how the messages we see everyday are crafted. Two prime examples of this are the Jeep ad (page 107), where the car isn’t even shown but a boat and trailer coated in mud are, with the Jeep logo in the corner implying that a Jeep had the power to tow the boat through mud like that.They also support that these sites should do this because “vertical video generate nine times the views that horizontal video delivers”. The book contradicted itself multiple times and read more like a collection of vignettes loosely stitched together more than a cohesive whole. Yes, I know its an advertising book and you may not have any interest in reading it if you are not in this field, BUT I loved it!