February 2022
Beginner to intermediate
416 pages
10h 37m
English
Content preview from Hey Whipple, Squeeze This, 6th Edition
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18ADVERTISING: THE MOST FUN YOU CAN HAVE WITH YOUR CLOTHES ON: IS THIS A GREAT BUSINESS OR WHAT?
THIS IS A GREAT BUSINESS. What makes it great are all the knuckleheads. All the people just slightly left of center. This business seems to attract them. People who don't find fulfillment anywhere else in the business world somehow end up on advertising's doorstep, their personal problems clanking behind them like cans in back of a just-married car. They come for very personal reasons, with their own agendas. They bring to the business creativity, energy, and chaos, and from the business they get discipline, perspective, and maturity.
All in all, they make for an interesting day at the office, these oddballs, artists, misfits, cartoonists, poets, beatniks, creepy quiet guys, and knuckleheads. And every one of them seems to have a great sense of humor.
In 1923, Claude Hopkins—famous for his hard-sell advertising approach—wrote, “People do not buy from clowns.” He was suggesting there's no place for humor in effective advertising. Forgetting for a moment whether Mr. Hopkins was wrong or extremely wrong, the thing is this: people do buy from clowns. Every day, millions of Americans use something sold by a clown, because the ad industry employs clowns by the tiny-circus-carload.1
Don't get me wrong; most of the people in the stories that follow are smart businesspeople. You'd want them on your team. But they're world-class knuckleheads as well. Agencies are full of ’em.
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.