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Notes on Whipple first 3 chapters. ...

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Hey, Whipple, Squeeze This Notes Chapter 1: Salesmen Don’t Have to Wear Plaid

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Charmin’s Whipple commercial was one of the most disliked commercials in 1970, but it was still really popular in sales o Which doesn’t make sense because if it is so disliked then how did it sell so much toilet paper He tells women not to squeeze the Charmin because he squeezes it himself The agency who created Mr. Whipple wanted to kill him and come up with a better idea because they disliked him that much “Squeeze-Enders”- an alcoholics anonymous kind of group where troubled souls struggled to end their visits to Mr. Whipple’s grocery store, and end the Whipple dynasty He became so famous people everywhere were asking for autographs On one hand researchers are telling everyone how poorly he is doing and how repetitive it is but then again people are asking for autographs o The more customers are irritated with a commercial the more of it they will buy? There is more to advertising than just selling it. If the work is lousy it should not be applauded just because it is getting sales Unique selling proposition: Rosser Reeves formed this term; “Buy this product and you will get this specific benefit”. The benefit had to be on that the competition either could not or did not offer, hence the unique. The Clutter: a brand explosion that lined the nation’s grocery shelves with tens of thousands of logos and packed every episode of Bonanza wall-to-wall with commercials for me-too products The Wall: the perceptual filter that consumers put up to protect themselves from this tsunami of product info William Bernbach: *enter creative revolution* “It’s not just what you say that stirs people. It’s the way you say it.” o he has his own advertising agency  Volkswagen o The truth is not the truth until people believe you o You have to say things imaginatively, originally, freshly o Has guidelines to follow on how to think while trying to create ads Positioning: “advertising is entering an era where strategy is king” wrote the originators of the term positioning, Al Ries and Jack Trout o A consumers head has a finite amount of space to categorize products. If you think that your product will not fit in that space then you need to change something about it to make it better. o It’s like finding a seat on a crowded bus o You build your campaign to position your product in that vacancy. If you do it right the competitors will not be able to grab your seat before you.

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The person who wrote this book was influenced from a young age when he saw cereal ads. o When he first started working for an ad campaign he was doing a really bad job o The point is is that a lot of people have slow beginnings in this industry and then there comes a time when you just start understanding.

Chapter 2: A Sharp Pencil Works Best -

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It is a difficult task to work as an advertising person because coming up with great ideas is not simple. It can take a lot of time o You feel distracted a lot of the time In movies they do not show this difficult part. They just show creative people solving complicated problems and working diligently during office hours. You never get bored at the job because you are always doing different things and working with different people Advertising is a key ingredient in a competitive economy and has created a stable place for itself in America’s business landscape; it is now a business necessity Carly Ally (founder of one of the great agencies in 1970’s) theory: there’s a tiny percentage of all work that’s great and a tiny percentage that’s lousy An ad is something that most people try to avoid, which is why it has to be that much more interesting o “advertising is what happens on TV when people go to the bathroom” Brand equity: the brand comes with all kinds of baggage, some good and some bad o A brand is the sum total of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company...