The document discusses various traditional and digital advertising media such as print, outdoor, television, radio, and digital. It provides tips for using each medium effectively, such as keeping print ads simple with a long shelf life, making outdoor ads easy to understand from a distance, and writing television ads as entertaining stories. It also notes challenges of each medium, such as print ads eventually being discarded and television being an intrusive format.

1. TRADITIONAL
ADVERTISING WORKS BY
INTERRUPTING A
MESSAGE WITH A LESS
INTERESTING MESSAGE
Daniel Stein

2. WHAT EXACTLY IS
TRADITIONAL MEDIA?

3. edwardboches.com

4. WHY DOES IT GET A
BAD NAME?

6. RESEARCH THE MEDIA
AND HOW YOUR
COMMUNITY REALLY
CONSUMES IT

7. TRANSMEDIA
NARRATIVE

8. Advertising strategy is no longer about
inspiring the creation of only an an ad.
*Edward Boches

9. Stefan Mumaw: Chasing the Monster Idea

10. 1. IS IT EMOTIONAL?
2. DOES IT CREATE AN EXPERIENCE?
3. DOES IT ENTERTAIN?
4. IS IT NOVEL?
5. IS IT AUTHENTIC?
6. DOES IT TELL A STORY?
7. DOES IT SCARE YOU?
Stefan Mumaw: Chasing the Monster Idea

11. PRINT

12. AD PLACEMENT

13. SHELF LIFE

14. DEMOGRAPHICS

15. SO, WHAT ARE WE
TALKING ABOUT

16. SIMPLE = GOOD

17. WHY USE
MAGAZINES,
PERIODICAL, TRADE
JOURNALS, ETC?

18. SELECTIVE
AUDIENCE

19. PRINT QUALITY &
FLEXIBILITY

20. BETTER SHELF LIFE

21. OPTIONS & DESIGN
FLEXIBILITY

30. MISSING
SOMETHING?

32. WHY NOT USE IT?

33. EVENTUALLY THEY
GET TOSSED

34. IT CAN BE PRICEY

35. CLUTTER

36. WHAT ABOUT
NEWSPAPERS?

37. COLUMN INCHES

38. WHY USE IT?

39. TARGET A DEMO

40. TIMELY

41. SPECIALIZED

42. CONVENIENT

43. SIZE

44. WHERE IT FALLS
SHORT:

45. EXTREMELY SHORT
SHELF LIFE

46. NOT FOCUSED
READING

47. PRINT QUALITY

48. IT’S DYING

49. OUTDOOR

50. OUTDOOR IS
CONSTANT

51. YOUR OUTDOOR
SHOULD DELIGHT
PEOPLE

52. IT FORCES YOU TO
BE SIMPLE

53. IT’S A GREAT PLACE
TO GET
OUTRAGEOUS

54. LOCATION MATTERS

56. SIMPLE = GOOD

62. DIGITAL OUTDOOR

65. TRANSIT

69. WALLSCAPES

73. TRANSIT
SHELTERS

78. THE LIST GOES ON
AND ON

79. GUERILLA
MARKETING

80. Achieving conventional goals, such as
profits and joy, with unconventional
methods, such as investing energy
instead of money.
*Jay Conrad

84. WHY USE IT?

85. FLEXIBILITY

86. HIGH IMPACT

87. OPTIONS

88. ECONOMICAL

89. INTERACTIVE

90. BUILDS BRAND
AWARENESS

91. IT’S ALWAYS ON

92. WHY NOT USE IT?

93. DOESN’T CHANGE
OFTEN

94. PAYING 24 / 7

95. YOU ONLY HAVE A
FEW SECONDS

96. People aren’t looking at a billboard, they
aren’t even looking at the freakin’ road
anymore.
*Gary Vaynerchuk

97. TV

100. IN ORDER TO CREATE
A GREAT TV SPOT
YOU MUST FIRST
WRITE ONE Luke Sullivan: Hey Whipple Squeeze This

101. DON’T SELL A SO-SO
TV SPOT

102. KNOW YOUR
BUDGET

103. DON’T GET CARRIED
AWAY, YET
Luke Sullivan: Hey Whipple Squeeze This

104. STUDY THE REELS
Luke Sullivan: Hey Whipple Squeeze This

105. SOLVE THE PROBLEM
VISUALLY
Luke Sullivan: Hey Whipple Squeeze This

106. CAN YOU MAKE THE
VISUAL DO ALL OF
THE HEAVY LIFTING?
Luke Sullivan: Hey Whipple Squeeze This

108. THINK IN TERMS OF
A STORY
Luke Sullivan: Hey Whipple Squeeze This

109. SIMPLE = GOOD
Luke Sullivan: Hey Whipple Squeeze This

110. Luke Sullivan: Hey Whipple Squeeze This

112. IT’S OKAY TO THINK
BIG TOO
Luke Sullivan: Hey Whipple Squeeze This

115. OPEN STRONG
Luke Sullivan: Hey Whipple Squeeze This

116. ENTERTAIN
THROUGHOUT THE
ENTIRE SPOT
Luke Sullivan: Hey Whipple Squeeze This

118. DON’T FORCE TV TO
LOOK LIKE A
PRINT AD
Luke Sullivan: Hey Whipple Squeeze This

119. WRITE SPARINGLY
Luke Sullivan: Hey Whipple Squeeze This

120. AVOID SHOWING WHAT
YOU’RE SAYING AND
SAYING WHAT YOU
ARE SHOWING
Luke Sullivan: Hey Whipple Squeeze This

121. TV IS GOING TO
CONSTANTLY
CHANGE, KNOW THE
VIEWING HABITS

122. CHOOSE HOW YOU
WANT TO PITCH
YOUR CONCEPT
Luke Sullivan: Hey Whipple Squeeze This

123. SCRIPT

125. SUPER: WORDS ON SCREEN
VO: VOICE OVER
SFX: SOUND EFFECTS
ANNCR: ANNOUNCER

126. STORYBOARD

128. KEYFRAME

130. SCENARIO
Luke Sullivan: Hey Whipple Squeeze This

131. WHAT MAKES A
GOOD TV SPOT?

132. DIRECTION

133. ATTENTION TO
DETAIL
Luke Sullivan: Hey Whipple Squeeze This

134. TALENT / ACTING

135. EDITING

136. WHY TV?

137. IMPACT

138. UNIVERSAL ACCESS

139. HUGE AUDIENCE

140. SEGMENTATION

141. WHY NOT TV?

142. TIME LIMITS

143. HIGH COST

144. IT’S INTRUSIVE

146. DVR

147. DVR
HULU+

148. DVR
HULU+
NETFLIX

149. STILL INTERESTED?

150. RADIO

151. RADIO CAN BE
VISUAL
Luke Sullivan: Hey Whipple Squeeze This

152. Sometimes I’ve believed as many as six
impossible things before breakfast
*Lewis Carrol

153. AVOID THE CLICHÉS
Luke Sullivan: Hey Whipple Squeeze This

154. GRAB THEIR
ATTENTION
Luke Sullivan: Hey Whipple Squeeze This

155. FUNNY IS FINE, BUT
BE INTERESTING
FIRST
Luke Sullivan: Hey Whipple Squeeze This

156. 10s = 25-25 WORDS
20s = 40-45 WORDS
30s = 60-70 WORDS
60s = 130-150 WORDS
Luke Sullivan: Hey Whipple Squeeze This

157. THE BED

158. THE DONUT

159. WHY RADIO?

160. IT’S EVERYWHERE
AND IT’S FREE

161. SUPPORT

162. WHO, WHAT, WHY,
WHEN, & WHERE

163. WHY NOT RADIO?

164. IT’S NOISE

165. LISTENERS

166. TIME CONSTRAINTS

167. LACK OF
CONNECTIVITY

168. PANDORA
SPOTIFY
RDIO

169. As long as there are carpenters, painters,
lifeguards and cars, there will also be
radio.
*Luke Sullivan

173. THE OLD CRITERIA:

174. edwardboches.com

175. FRESH
ORIGINAL
UNEXPECTED
BEAUTIFUL
edwardboches.com

176. NOW INCLUDES:

177. edwardboches.com

178. SHAREABLE
INTERACTIVE
CONTINUOUS
PARTICIPATORY
edwardboches.com

179. AND, NO, IT IS NOT
DONE BY JUST
USING THIS: