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

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Sullivan discusses his own job as an ad man and jokingly states that he spent many hours at his desk staring at his partner’s shoes. Sullivan sums it all up by inferring that even though repetition is annoying and creativity is more pleasing to watch, there are no set rules for successful ad creation.

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They emphasizing that it’s important to know how the platform works so your ad fits without being cut off or awkward to watch. There were some clever ads analyzed, but my favorite part of the book was in the beginning with the author reminiscing how much he was irritated by certain tv spots. To do this Sullivan and Boches state that it can be overcome quite simply through catchy slogans, or short taglines. It's the story of growing up with my five brothers in a big dark house in Minnesota back in the '50s and '60s.

I mean creating tools to use them in virtual reality, in social media or on the Internet in general.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. His humor and humanity shine through constantly, and he provides lots of examples of classic ad campaigns, especially from print magazines (those 1960s VW ads are still drool-worthy, even today). 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. 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. 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!

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.

The best book on advertising ever written, bar none, and the latest update is more than a nod to new digital trends: social media and the changing business of advertising takes up at least a third of the book, and the other two-thirds are edited to suit. I found my favorite chapter to be the penultimate one where Sullivan goes over how to enter into the business full of tips on interviews, portfolio setup, and job hunting. 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.

For those who don't count themselves among these classes of people, I would still not hesitate to recommend this book anyways.I think that nearly anyone can find value in the enthusiasm and - especially - humor to be found in Sullivan's writing.