Hey Whipple, Squeeze These

The book is an engrossing read that delves into the field of marketing

The book is an engrossing read that delves into the field of marketing. The first chapter is particularly enjoyable because the author believes that if a publicity and promotional strategy annoys anyone while still being extremely profitable, companies should adjust the marketing strategy to maintain the effectiveness.

Mr. Whipple and the Annoying Charmin Commercials

Mr. Whipple was a salesperson for a product called Charmin, and the commercial for this product was created by Proctor and Gamble, one of the world’s most well-known food firms. The television commercials featuring Mr. Whipple as the campaigner for Charmin genuinely annoyed viewers for several reasons. First, the ads came in the middle of viewers’ favorite shows thus interrupting their entertainment. Secondly, it is safe to say that most of what Mr. Whipple said was gibberish and made no sense. Other companies advertise their products in a similar fashion, where the ad is funny the first several times, but quickly becomes tiresome and frustrating with frequent repetition.

The Ratings Dilemma

The ratings of Charmin and similarly advertised brands was therefore very low. Nevertheless, the sales of these products exceeded expectations, as they are extremely high. As such, the companies do not feel the need to change the advertisements to something new, as they fear that they may lose the sales and revenue they enjoy. Personally, I found it refreshing to have someone stating the fact that even though sales are high despite a bad advertisement, there is need to make both sales and the marketing campaigns successful in order to maximize profits more effectively. The author of this book provides useful insight into the world of marketing by advising that people will accept a company’s advertisement only if it is honest, original and timely.

The Process of Creating an Ad

The second section of the book provides information regarding how best to create an ad in a marketing and advertisement agency. I do not work in any such organization yet, but I felt that the chapter hit the nail on the head with respect to describing the need to generate new ideas for projects and assignments. It begins by depicting the boring environment that exists in most ad agencies and the menial and repetitive tasks that staff deals with daily. The author is keen to emphasize that it is nothing like movies depict. I admit that prior to reading this book, I always pictured an ad agency as being a very interesting job, where dynamism and fun was in plenty. As it turns out, I was wrong. The author compares the development of ideas in ad agency as similar to coming up with ideas at school.

The Process of Advertising Simplified

All advertisers have the same general idea, but the methods of implementation and presentation result in very different outcomes. The author is able to simplify the concept of advertising to basic steps, which significantly increases the comprehension of the entire theme of the book. The author gives several examples of effective ads that have made an impact in the world today, and insists that coming up with an amazing advertisement takes time and a lot of effort. The author also stresses the need for commitment and dedication to work as well as the relevance of creativity and innovation in creating an ad idea. In fact, from the author’s perspective, writing should be the last thing that a person in advertising should do. Instead, ideas should come from where the product is produced as well as the cycle it goes through before reaching the consumer. I find this outlook very useful as it enables one to put themselves in the shoes of the author and see from the perspective of a veteran marketing and advertisement professional.

Agreeing with the Author

I agree with most of what the author says in the book and in fact, find it very relevant for my future plans of excelling in the world of communications. His direct approach of tackling issues in the ad industry is not only intriguing but also informative and inspiring. The book narrative fits snugly into my plans as it provides the guidelines of the do’s and don’ts in not only advertising but also communication in general.

The Redundancy Issue

The only thing I found unappealing in the book is the redundancy of the author. Several phrases and words stand out throughout the book due to their excessive usage by the author. For instance, the phrases ‘simple is amazing’ and ‘very annoying’ have been used in the book numerously, which can be tiresome for the reader (Sullivan, Bennett and Boches). Additionally, this redundancy makes the book quite lengthy, 348 pages, which can be intimidating to potential readers, particularly when your professor expects a report on it. I did find the book enjoyable, nevertheless, and could recommend it to others, particularly those in the field of marketing and advertisement. In spite of its redundancy, it is quite informative and entertaining.

References

Sullivan, Luke, ‎Sam Bennett and ‎Edward Boches. Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads. New York: John Wiley & Sons, 2012. Document.