Going into advertising? Then you have GOT TO read this amazing book by the advertising king, Luke Sullivan. Hey Whipple, Squeeze This. This book was introduced to my Creative Advertising class at the University of Louisville by Mark Rosenthal, Art Director at Creative Alliance. I have been in this course at Creative Alliance for about eleven weeks now and have developed a firm grasp on the key concept to advertising: creating an idea. However, an idea is not just created in a couple of minutes, it takes time to develop a really great idea that could potentially be the basis for a really great ad.
Rosenthal teaches this “idea” philosophy based on Luke Sullivan’s writing in his class. Sullivan says it all starts with a great idea. His book gives the reader different tips on how to better the idea creating process. Brainstorming and researching are essential aspects that factor into the process. Do not stop at just a few ideas… Come up with as many as you can possibly think of. Write the ideas out.. Draw them with pen and paper. This is the process of where a great ad is grounded. I highly recommend this book all interested in the advertising business, whether that be creative or on the business side. Truly a fabulous book!
PS: Buy the fourth edition… Includes Social Media!