Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads by Edward Boches, Luke Sullivan

Edward Boches’ “Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads” is a classic primer on the art of advertising and an essential read for those looking to pursue a career in this field. Through his decades of experience in the industry, Boches is able to offer a wealth of insight into the creative process and the key elements of successful advertising campaigns.

The book begins with a brief history ofadvertising and a discussion of the different types of campaigns used today. Boches then dives into the creative process, outlining the steps necessary for effective ad campaigns. He begins with the basics of market research, such as understanding consumer needs and developing an effective value proposition. He then moves onto topics such as brainstorming, concept-building, and crafting a powerful consumer persona. Each step is discussed in detail, and examples are provided to help bring the concepts to life.

As the book progresses, Boches provides insight into the different types of campaigns, such as search engine optimization, viral marketing, and traditional media advertising. He also dives into the importance of digital creativity and the emerging role of social media in advertising. With this information, readers can gain an understanding of how the different elements interact and how to incorporate them into successful campaigns.

From there, the book covers some of the more advanced topics, including the use of data and analytics in determining the success of a campaign. Boches also provides guidance on budgeting and explains how to manage campaigns for maximum efficiency. Finally, the book takes a closer look at creative execution, offering insight into effective use of color, typography, and various forms of illustration and design. Throughout, Boches provides plenty of examples to illustrate the concepts he is discussing.

In the end, “Hey, Whipple, Squeeze This” is an invaluable resource for those looking to break into the world of advertising – or for anyone who wants to refresh their understanding of the creative process. Boches eloquently explains the key elements of successful campaigns and offers a wealth of practical advice that is useful for any level of advertiser. This is a must-have guide for anyone interested in the business of creating great ads.