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

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).