Reading Assignment Overview for Chapter 1: “ A Brief History of Why Everybody Hates Advertising“
Instructions: Please read Chapter 1, titled “The Birth of an Idea,” from “Hey, Whipple, Squeeze This” by Luke Sullivan, 6th Edition. After reading, answer the following questions to help you understand and engage with the key concepts presented in the chapter.
Chapter Overview: Chapter 1 serves as an introduction to the dynamic world of advertising. Luke Sullivan, an experienced advertising professional, offers insights into the creative, competitive, and ever-evolving nature of the advertising industry. This chapter lays the foundation for understanding the principles and challenges of advertising, emphasizing the importance of creativity, audience understanding, and ethical considerations.
Reading Assignment Questions:
- What does Luke Sullivan mean when he says that advertising is a business, and why is this perspective important for aspiring advertisers?
- How does Sullivan characterize the role of creativity in advertising, and what does he suggest is the relationship between creativity and commercial success?
Additional Resources:
- Research and discuss recent advertising campaigns that align with the principles discussed in Chapter 1. Analyze how these campaigns exemplify creativity, audience understanding, and ethical advertising practices.
- Explore the impact of digital technology on the advertising industry and how it has shaped advertising strategies in recent years.
Completing this reading assignment and answering the questions will help you gain a deeper understanding of the key concepts introduced in Chapter 1 and prepare you for further exploration of advertising principles in the subsequent chapters of the book.
Submit answers to questions in the discussion of this post by: 9/9
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1.What does Luke Sullivan mean when he says that advertising is a business, and why is this perspective important for aspiring advertisers?
When Luke Sullivan says advertising is a business, he means that while being creative is important in advertising but the main goal is to help business needs. Advertising isn’t just about making something that pretty but its about solving problems for the business, either its to increase sales or recognition or launching new product for the business. His perspective is important for anyone that’s looking into advertising because it keeps them focused on the end goals. Because at the end of every work, it is being judged by how well it meets the business need.
2.How does Sullivan characterize the role of creativity in advertising, and what does he suggest is the relationship between creativity and commercial success?
Creativity in advertising is always about setting a goal, with the goal of achieving business success. Sullivan describes creativity as one the most important aspect of advertising. Because creativity makes a ad stand out more. But creativity itself is not enough, it has to match the business goals and the needs of the consumers. He also believes the best ads are the combination of creativity with thoughtful planning.
1. What does Luke Sullivan mean when he says that advertising is a business, and why is this perspective important for aspiring advertisers?
Answer: Mr. Sullivan talks about the advertising market and explains that at the end of the day it is a business and that the company is in this game to make revenue. He told us about proctor and gambles toilet paper ads that were annoying but knocked Scotts from the number 1 spot for being consistent in the 1970’s. Setting up goals and focus on strategy.
2. How does Sullivan characterize the role of creativity in advertising, and what does he suggest is the relationship between creativity and commercial success?
He believes great creative ideas can help make brand stand out among the rest and if it can drive business to new levels and heights being that creativity is a “strategy”. Everything comes with risk and certain ideas can leave a lasting impression such as the 7up ads he spoke about.
Question 1:
When Luke Sullivan said advertising is a business, he meant the way it’s ran in terms of, you can say all the right things to a consumer but if you don’t say it in a way that they’ll believe you, you won’t have a fighting chance of them buying your product. I think this is important for aspiring advertisers because it will help them skip through facades in their brand development or even finding their style as an advertiser and finally get to the transparency (the truth).
Question 2:
Sullivan characterizes the role of creativity in advertising as a sort of bridge between the consumer’s emotions and your products’ commercial success. Sullivan feels that the best advertisements create a core memory with the consumer and spark conversations amongst people; they’re memorable.
What Luke Sullivan means that advertising is a business is that is not only to showcase their creativity but to also bring business to what you are advertising. The many goals in advertising are to bring sales and revenue to a business and not just look pretty. This perspective is important for aspiring advertisers because it teaches them to focus on the outcome, not just the process. It also makes designers think more strategically about their design.
Sullivan characterizes the role of creativity in advertising as important because it is what makes a brand unique and stands out. He says how good advertising grows sales and great advertising builds factories. If you are able to strategically be creative and connect with people the brands will do amazing.
According to Luke what he means is that advertising is similar to business and that it involves not only creativity but also achieving goals and meeting targets.
He defines creativity as inspiring compelling and engaging content while also serving larger business objectives, such as increasing sales or brand awareness. To be effective, he believes that creative advertising should always be in line with strategic goals.
1. What does Luke Sullivan mean when he says that advertising is a business, and why is this perspective important for aspiring advertisers?
– By saying advertising is a business, Sullivan means that advertisers must be strategic in order to be successful. The primary goal of an ad is to sell the product, and for as much as creativity is important, sometimes it isn’t the most crucial factor of an ad’s effectiveness. This perspective is important for aspiring advertisers because creative blocks can happen, but Sullivan emphasizes that success comes with intentionality, and practical strategy can be developed with time and dedication.
2. How does Sullivan characterize the role of creativity in advertising, and what does he suggest is the relationship between creativity and commercial success?
– Sullivan characterizes creativity as an important tool to create something that grabs people’s attention, but there is more to successful advertising than just being creative. He suggests that creativity and commercial success can be closely linked; creativity helps create a memorable and engaging ad, which strengthens the brand and increases sales, but it is important to not let it overshadow the product or message.