IRB Media

Please note: This is a companion version & not the original book. Book Preview: 

#1 The mystery of Whipple’s success is why his commercials sold so much toilet paper. The answer is that they were extremely irritating, and people used the fast-forward button to avoid them.

#2 The idea of Mr. Whipple, the advertiser, is not good. It is repetitive, schmaltzy, and cornball. But it is effective advertising, and it sells billions of rolls of toilet paper.

#3 The public is cynical about advertising, and we send out every year the Gallup poll of most and least trusted professions. advertising practitioners trade last or second-to-last place with used car salesmen and members of Congress.

#4 The 1950s saw the birth of modern advertising, with the concept of the unique selling proposition. This meant that advertisers would claim their products offered a specific benefit that no other product did.

Summary of Luke Sullivan's Hey Whipple, Squeeze This

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