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. Why is it this good? Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This audiobook is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. We recommend this book to readers who are interested in how ads work, and for all those who live, or want to live in the much talked about advertising world. About Luke Sullivan and Edward Boches

To those who defend the campaign based on sales, I ask, would you also spit on the table to get my attention?” However, that is not all. It may have been the process in the past, but now the availability of information makes everything different.While this book won't turn you into Lee Clow, Luke Sullivan, Alex Bogusky, Dan Wieden, David Droga or even me- it will help you know what good advertising is and how some of the greats have made it.

The title comes from the unconventional Charmin Toilet Paper campaign in the 70s, which revolved around an annoying shop clerk – Mr. Whipple, who would not stop squeezing the product. They describe the era when TV was a new way of capturing people’s attention. Advertisements did not have to be creative, just repetitive. Audiences of the past did not have remote controls to turn the channel; they had to get up off the couch, walk to the TV set, and manually turn the channel. Literally, a captive audience. Along with his entertaining examinations of some of the best and worst examples of what the industry has to offer, Sullivan also goes into greater depth on the best strategies with which to approach different forms of media, gives readers some sense of the culture one might expect at an ad agency and the various characters that inhabit such places, and even offers some advice for those interested in breaking into the industry. To use a cliche that would probably make a seasoned ad-man like Sullivan roll his eyes, this is one of those books that "shows how the sausage is made," so to speak. Sullivan states, “The good focus groups are the ones the customers are doing for free online every day. I can't say anything that eclipses that. If you don't know who Lee Clow is- you probably shouldn't be in advertising, but, that's OK- after you read this book- you should be fully prepared- and know who Lee Clow is.

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Hence, it is more important than ever for your company to act the way it promises to act in its ads. Otherwise, no matter how great your ad is, it just won’t work. Creating a Great Radio Ad Luke Sullivan is the chairman of the advertising department at the Savannah College of Art and Design. He is known primarily for his three-decade career in advertising under eminent agencies. When it comes to making ads for radio, it is harder to grab and keep people’s attention, since you have only audio at your disposal.