After completing the reading, students will reflect and analyze the main ideas and themes discussed in Chapters 2 and 3 of Hey Whipple Squeeze. They should consider how these concepts relate to contemporary advertising practices and share their insights on the relevance and applicability of the principles discussed in the book.
Questionnaire: Respond to the following questions based on the reading:
a. How does Luke Sullivan define the role of creativity in advertising, according to Chapters 2 and 3?
b. Discuss the importance of understanding the target audience and consumer behavior in advertising strategy, as emphasized in the reading.
c. What are some key principles of effective copywriting outlined in Chapter 3?
d. Share an example of a successful advertising campaign that demonstrates the principles discussed in the reading. Explain how the campaign aligns with the concepts presented in âHey, Whipple, Squeeze This.â
e. Reflect on how the insights gained from the reading assignment can inform your approach to future advertising projects or campaigns.
Due 10/3
(1) How does Luke Sullivan define the role of creativity in advertising, according to Chapters 2 and 3?
He talks about the need of creativity and critical thinking that can excel an ad way above the expected. Also that the ad shouldâve a message understood by the consumer. Look at Volvo ads or Canadian club as examples.
(2) Discuss the importance of understanding the target audience and consumer behavior in advertising strategy, as emphasized in the reading.
When you understand your audience outside of your circle it will be the most work you will do. Eavesdropping can be something to ultimately understand your audience this way you can build connections.
(3) What are some key principles of effective copywriting outlined in Chapter 3?
Emotions- are one of them understanding the people your targeting can be a win for you and the firm you work at because you make them feel good at the same time they see the brand is a big reason why and the trust factor is built.
Clarity- is another because the ability but must be made in plain terms so the average person can understand.
Call to Action- once you capture the audiences emotionally and have clarity on how to convey the clientâs message to the target audience all thatâs left is them to follow and know what is coming up next.
(3) Share an example of a successful advertising campaign that demonstrates the principles discussed in the reading. Explain how the campaign aligns with the concepts presented in âHey, Whipple, Squeeze This.â
I can give two examples starting with Volvo being categorized as a safe car. Even though the science behind it hasnât been in reports for years. The advertising stuck so much with people that when you mention the carâs name people automatically associate it with a safe car to own.
(4) Reflect on how the insights gained from the reading assignment can inform your approach to future advertising projects or campaigns.
You will make sure when you put a campaign together donât forget the lessons learned in starting your project. So far I can mix chapter 1,2,3, in my upcoming project for this class and others.
Sorry for the typo in question 3 its just Volvo.
a. How does Luke Sullivan define the role of creativity in advertising, according to Chapters 2 and 3?
An ad’s success is determined by how memorable it turns out to be. In order for the ad to be memorable it is based on how you can describe the product by using an adjective.
b. Discuss the importance of understanding the target audience and consumer behavior in advertising strategy, as emphasized in the reading.
Understanding a target audience’s wants/needs can improve the product’s efficiency to benefit the consumer thus establishing a connection between the two.
c. What are some key principles of effective copywriting outlined in Chapter 3?
For starters, honesty is a big deal in copywriting because selling a lie can ultimately backfire on you. Establishing emotion in your ad can transform it into something relatable/genuine. Lastly conducting research on your target audience, social trends, and competition can provide a helping hand in copywriting.
d. Share an example of a successful advertising campaign that demonstrates the principles discussed in the reading. Explain how the campaign aligns with the concepts presented in âHey, Whipple, Squeeze This.â
The “got milk” campaign was a pretty popular ad campaign because of its simple slogan. However, this campaign didn’t just happen right away. It started with the fact that milk builds strong bones. This doesn’t work because its not something a human can essentially relate to. However, if you think about how you need milk for a bowl of cereal or a glass of milk to dip cookies into, that’s where the relatable truth comes into play (“human truth”).
e. Reflect on how the insights gained from the reading assignment can inform your approach to future advertising projects or campaigns.
When creating ads, I find myself struggling with adding emotion/ making it relatable so taking time to do active research on target audience could potentially help with this issue.
A. Sullivan defines creativity in these chapters as having a balance between coming up with unique and interesting ideas that stand out in a crowded market.
B. Having clear understanding of the target audience is good for successful advertising. Having a solid understanding of their personas and goals helps in creating an emotional connection and relevant ads. I believe ads need to target their audiences motivations and speak their language.
C. According to Sullivan, good copywriting should be simple and clear, with a single main idea. It should be emotionally engaging and use language that the audience understands and avoid overused words. Following these rules makes ads more memorable and successful.
D. The Dove “Real Beauty” campaign shows Sullivans ideas of clear messages, connections with viewers and a unique concept. It changed the conversation about beauty and became one of the most successful and impactful campaigns.
A. According to Sullivan, the role of creativity in advertising is about finding and exploring tension within a product category or brand to create compelling messaging that connects with the target audience. You can use creativity to identify the problem that a brand can solve rather than simply promoting features.
B. Understanding the target audience and consumer behavior in advertising strategy is important because it lets you craft messaging that directly speaks to the needs, wants and motivations of your desired customers, leading to better engagement.
C. Some key principles of copywriting are authenticity, emotion, and a central human truth in messaging.
D. A very successful ad campaign that demonstrates a principle discussed is the ad for STATES UNITED TO PREVENT GUN VIOLENCE. The ad copy says âBULLETS LEAVE BIGGER HOLES THAN YOU THINKâ and it shows a picture of a silhouette of a man that youâd see at a target range, but within that silhouette you see a silhouette of a woman (wife) and a silhouette of a baby within that. It appeals to your emotions making you think of the other people who are affected by gun violence besides the actual victim.
Another ad that uses emotion, but not in copy, is the ASPCA ad with the âArms of an Angelâ Sara McLachlin song. The imagery of sad dogs in distress and the sad music is impossible to overlook.
E. The insights Iâve gained are how important emotion and authenticity are to advertising, even just in the copy of print ads. Also, understanding the target audience and their consumer behavior may sound simple, however keeping this in mind keeps you focussed on making sure your messaging fits the audience youâre trying to target.
**Sorry, I don’t know why my initial post came out as one big paragraph**
A. According to Sullivan, the role of creativity in advertising is about finding and exploring tension within a product category or brand to create compelling messaging that connects with the target audience. You can use creativity to identify the problem that a brand can solve rather than simply promoting features.
B. Understanding the target audience and consumer behavior in advertising strategy is important because it lets you craft messaging that directly speaks to the needs, wants and motivations of your desired customers, leading to better engagement.
C. Some key principles of copywriting are authenticity, emotion, and a central human truth in messaging.
D. A very successful ad campaign that demonstrates a principle discussed is the ad for STATES UNITED TO PREVENT GUN VIOLENCE. The ad copy says âBULLETS LEAVE BIGGER HOLES THAN YOU THINKâ and it shows a picture of a silhouette of a man that youâd see at a target range, but within that silhouette you see a silhouette of a woman (wife) and a silhouette of a baby within that. It appeals to your emotions making you think of the other people who are affected by gun violence besides the actual victim.
Another ad that uses emotion, but not in copy, is the ASPCA ad with the âArms of an Angelâ Sara McLachlin song. The imagery of sad dogs in distress and the sad music is impossible to overlook.
E. The insights Iâve gained are how important emotion and authenticity are to advertising, even just in the copy of print ads. Also, understanding the target audience and their consumer behavior may sound simple, however keeping this in mind keeps you focussed on making sure your messaging fits the audience youâre trying to target.
a. In Hey, Whipple, Squeeze This, Luke Sullivan talks about how creativity in advertising isnât just about being clever or innovative for no reason. In Chapters 2 and 3, he explains that creativity should solve a problem by delivering a clear message that connects with people. The goal is to make the ad stand out while still being true to the brand and it’s mission. Sullivan emphasizes that even the most creative ideas need to support the overall message of the brand and make it memorable to the target audience.
b. Sullivan stresses the importance of knowing your target audience and understanding their behavior. He explains that without this knowledge, even the most creative ad can be a dud. Knowing what motivates your audience helps you create ads that feel personal and relevant to the viewer and the brand. Sullivan says that when you understand how people think and behave, you can send messages that speak directly to them, which makes your advertising strategy more effective.
c. In Chapter 3, Sullivan shares some important tips for writing good copy. First, he says that the message should always be clear and to the point; the simpler, the better. He also mentions that copy should be short and easy to digest because people donât have a long attention span, especially nowadays. Another point he makes is that the tone should feel conversational, like youâre talking to the audience rather than just selling something to them.
d. A good example of a campaign that follows Sullivanâs principles is the âShare a Cokeâ campaign by Coca-Cola. The idea was putting peopleâs names on Coke bottles which made it personal and easy to understand. The campaign connected emotionally with people because it encouraged them to share a Coke with someone they know, who’s name they found. It was a great way to make the product feel special and personal.
e. After reading Hey, Whipple, Squeeze This, I realize how important it is to truly understand the audience before creating a brief for an ad campaign. Sullivanâs focus on making sure the message is clear and consumer-focused will definitely guide how I approach advertising in the future. I also now see how creativity should serve a purpose and solve a problem, rather than just being clever for the heck of it.
a. According to Luke Sullivan creativity is important for making ad stand out. It’s not just about being flashy, but about connecting with the audience by solving audience and business problems in unique way. It is a strategic tool to deliver a business message in a memorable way.
b. Understanding the target consumer is important because ad must be align with their needs. A creative ads can fail without knowing consumer demands and their needs; because ads should be understand what motivates their consumer to create relevant and effective messages.
c. Effective copywriting relies on easy to understand to be clarity, simplicity, emotions and cta.
d.â Just Do It” its a Nike campaign tagline. It’s simple, clear, and emotionally resonant, speaking to the audience’s desire. It memoriable!
e. Reflecting on the reading, I understanding the consumer needs and coming up with an idea with is simple yet creative. Also use storytelling and emotional appeal to make the message memorable (like in the Mad Men).