...1 Ogilvy on Advertising By David Ogilvy Sarah Perry JOMC 170 Book Report July 18, 2006 2 About the Author David Ogilvy, born in 1911, was called by Time “the most sought after wizard in the business.” Ogilvy was one of the three key individuals in the Creative Revolution, along with Bill Bernbach and Leo Burnett. Before Ogilvy began advertising, he worked with research giant George Gallup for 3 years (David Ogilvy: History). Ogilvy came from the UK to start his agency Ogilvy & Mather. Starting with no clients in 1948, it has since grown into a worldwide enterprise (Ogilvy.com). As successful as Ogilvy was, he did it all with no college degree (Ogilvy 51). Some of Ogilvy’s most famous campaigns were the Hathaway shirts which ran for 25 years, Schweppes, and Rolls-Royce. Ogilvy wrote 3 books about advertising: Confessions of an Advertising Man (1963), Blood, Brains, and Beer: The Autobiography of David Ogilvy (1978) and Ogilvy on Advertising (1983). Ogilvy retired in 1971 and after his retirement, Ogilvy & Mather was purchased by mega agency WPP in 1989 for $864 million (Ogilvy.com). Ogilvy died in 1999 but his legacy in the advertising world will always be remembered. 3 Abstract of Ogilvy on Advertising In Ogilvy on Advertising, David Ogilvy writes about all aspects of advertising. He explains all the tips and rules he has learned about advertising through his own experience and through looking at data. He mainly writes about the aspects of advertising he knows from his own...
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... 6 VI. Pricing and Positioning Strategy 7 VII. Distribution Plan 8 VIII. Promotion Strategy 8 IX. Online Marketing Strategy 8 * Keyword Strategy 10 * Search Engine Optimization Strategy 10 * Paid Online Advertising Strategy 10 * Social Media Strategy 10 X. Referral Strategy XI. Financial Projection XII. Conclusion EXECUTIVE SUMMARY Electronic cigarettes or e-cigarettes are the most popular form of electronic nicotine delivery systems (ENDS) that take the form and shape of a cigarette but are operated by a battery and involve heating a concoction of chemicals, usually called e-liquid or e-juice, to produce a...
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...Advertising is a combination of specialized skills and professions that incorporate a number of approaches and philosophies, including those of a scientific or numbers oriented, strategic or problem/solution oriented, and artistic or aesthetically oriented nature. Advertising includes a variety of disciplines and specialties, including research, media buying and planning, copywriting, art direction, print and broadcast production, media sales, sales promotion and product publicity, strategic planning, personnel management, budgeting, scheduling, negotiating, and even business presentations. Because advertising is a major element in a company’s marketing plan, it works in conjunction with the firm’s overall corporate marketing practices. Advertising is a business, and advertising is part of business. Business whose goal is profit from the sales of products and services use the tool called advertising to carry a message to the consumer. Advertising is the voice, the expansion of marketing. It is communication. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea...
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...Defining advertising copy Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy. Various ways of Writing effective copy: It is both an art and a science. It’s an art because it requires creativity, a sense of beauty and style — a certain aptitude, mastery and special knowledge. Artistic advertising allows you to create content marketing that’s not just practical and persuasive, but awe-inspiring and breathtaking. Writing effective copy is also a science, because it exists in the world of tests, trial and failure, improvement, breakthroughs, education and predictability. Scientific advertising allows you to develop an idea, and then test that idea. It’s how you know if your content marketing is working. In bad copy, one (or both) of these elements...
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...Essay on Theoretical Understanding and Practical Application of Advertising and Promotion in Business By Sofia Lyondova "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7) INTRODUCTION Information Technology (IT) has become a vital and integral part of every business plan and is changing every aspect of how people live their lives. IT is a driving factor in the process of globalization. Technology is now the forefront of the modern world creating new jobs, innovations, and networking sites to allow individuals to connect globally. It’s much easier to communicate with others than it was just decade ago. This has improved our lives in many ways by allowing us to become more interconnected and knowledgeable about the world. In nearly every corner of the world, we cannot walk down the street without seeing someone talking, texting, or surfing the Internet on their cell phones, laptops or tablet Pc’s. Ten years ago, the only way for people to communicate with each other was meeting face to face or writing letters. However, people living or working in different countries might be unable to meet each other. It cost more money for travelling and sending letters if people lived too far from others. Now days, we are happy with the advance of new technologies such as email, cellular phones, television, etc. Technology...
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...MKTG 396 Assignment 2 1.) The criticisms of an individual consumer to the statement made by Pepsi about its campaign largely depends on how informed the consumer is about the Pepsi Refresh Program. If the consumer has not heard of the campaign before then they have no emotional or moral appeal towards it. The message content then is lost on them and they have no reason or driving force to buy the product. The statement could also be seen as false advertising or deceiving if not much is known about the program. How will it help to move the country forward? The target customer may misunderstand the message or give it a different interpretation. Even if the consumer is somewhat aware of the program they may be critical of the time frame of it. How long does PepsiCo plan on running this program for or what kind of real impacts will the individual consumer have by just buying a single product? 2.) In the societal classification of products Pepsi would be a pleasing product. The reason it is a pleasing product is because it has a high immediate satisfaction but may hurt consumers in the long run. (Tastes good but its not very good for you). In order to address this challenge Pepsi has implemented a number of strategies. The first would be introducing somewhat healthier options within the PepsiCo brand. Some of these choices include diet sodas, water, sports drinks and food products like oatmeal. The biggest strategy however is their focus on being more socially responsible...
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...He saw that as an opportunity to learn about running a business while someone else “picked up the tab.” He then started a sales rep company and soon stumbled on opportunities in adult games like chess and magic. Eventually he sold his company to a needlecraft company. Bob then founded R&R to create and sell games, including the TV Guide Trivia game produced during the Trivial Pursuit craze in the 1980s. Bob described his entrepreneurial career in a video interview from his office in Boca Raton, Florida, in February 2001. Interviewer: Amy Blitz, HBS Director of Media Development for Entrepreneurial Management. The Early Years I grew up in the Bensonhurst section of Brooklyn. Both my parents worked. They taught me a strong work ethic and a strong sense of morality. They also taught me to never, ever complain about anything in life. I had a brother who was three years younger than me. We grew up in a very competitive environment. We weren’t aware that it was competitive since that was just the way things were. Sports were everything in our world. We had millions of street games in front of the house. Basketball was the big sport, because in Brooklyn we didn’t have the big playing fields, so everybody played in the schoolyards. Three-man basketball was the game all weekend long. In the winter you’d shovel the snow away and play. The deal was that you played three-man ball and if you lost you got off the court. Winners stayed on. If you lost, you might wait two hours to get back on the...
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...thereafter everyone knew who she was. In a description of Siri on apple.com they describe her as, “Siri on the iPhone 4S lets you use your voice to send messages, schedule meetings, place phone calls, and more. Ask Siri to do things just by talking the way you talk. Siri understands what you say, knows what you mean, and even talks back. Siri is so easy to use and does so much, you’ll keep finding more and more ways to use it.” (www.apple.com.) Apple worked hard to quickly get the word out about Siri. They used several different types of marketing tools and reached out to thousands of different people. Some of the marketing tools that they used were television commercials, magazines, cell phone stores, and several various aspects of the Internet. The Internet was probably their most popular way of advertising Siri. I know that I first heard of her through word of mouth, and then went onto www.youtube.com to view a video of Siri. I believe that Apple chose these ways of marketing Siri because by using television commercials, and the Internet, which nearly everyone in the world is exposed to one or the other, they were able to reach a very broad audience. Unfortunately, Apple made a lot of false promises and hope when they advertised Siri in their commercials, magazines, and videos. In fact, one man, Frank M. Fazio from New York, is suing Apple for false advertising. He claims that in real life Siri is nothing like the way the commercials and ads depict her to be. When doing some research...
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...GLOBAL CEO n November 2002 Case Study n Benetton group: Unconventional advertising Senthil Ganesan* The purpose of advertising is not to sell more. It’s to do with institutional publicity, whose aim is to communicate the company’s values (...) We need to convey a single strong image, which can be shared anywhere in the world. – Luciano Benetton, Founder Chairman I am not here to sell pullovers, but to promote an image... Benetton’s advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids... – Oliviero Toscani, Benetton Art Director and Photographer Benetton Group: Unconventional Advertising The group’s principal brands included United Colors of Benetton (UCB), Sisley, PlayLife, Nordica, Prince, Rollerblade, and Killer Loop. The Benetton family (comprised of three brothers and a sister) established the Benetton chain in a small Italian town in 1955. To support his family, Luciano Benetton (born 1935), dropped out of school to sell apparel. His sister Guiliana (born 1937) worked as a knitter in a local factory. Recognizing the potential for a new business, Luciano and Guiliana decided to start their own apparel company. They started off small by selling sweaters and as the business grew, the remaining two brothers joined in the activities of the company. Each of the four siblings took responsibility for one aspect of the business—Luciano concentrated on marketing; Guiliana directed the design department;...
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...1. If you watched the news today you were one of many viewers across the provinces or even the country. Watching the news is the biggest form of mass media in our society today. Mass media is any form of media that’s purpose is to influence an audience on a topic. Advertising uses mass media on a daily basis to try and convince us to buy their products, whether it’s in the form of magazines or radio and television. Because of mass media, a lot of products that would get no exposure, get a lot and keep companies afloat. As an example, think about Christmas time, and the advertisements aimed at children, businesses flourish because of this form of mass media advertising. The internet has revolutionized media, thanks to the internet, computers, and TV stations all working seamlessly together, students attending school now know well ahead of time whether school is closed during bad winter weather. Before they had to listen to the radio which usually wasn’t as up to date with school closing information as TV news stations now are today. One prime example of how much our society depends on mass media for news was during the tragic events of September 11. TV’s across the country were tuned in to hear the latest breaking news with people tuned into the news for months after 911. The internet is probably the newest and one of the most widely used forms of mass media at the present time. The internet offers users the ability to download, stream...
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...navy and the air force just like men. To what extent do you agree or disagree? Give reasons for your answer. Write at least 250 words. model answer: Whether women should be allowed to serve in the military has triggered spirited debate. Some assert that the status quo should be changed and women should be entitled to join the armed forces. Personally, I fundamentally agree with their assertion-for three reasons. History has shown that women are fully capable of performing well in the military. Historically, there were a host of valiant women soldiers whose achievements really put their male counterparts to shame. One need only look at the classic examples of Joan of Arc and Mulan to see how exceptionally women could perform on the battlefield. In my observation, their determination, courage and dignity, to this day, are still being admired by male soldiers and civilians alike throughout the world. Moreover, from an enlightened standpoint, female patriots should be granted the right to go to the front line when their motherland is involved in a war. Admittedly, gender inequality was a highly controversial issue in the twentieth century. However, now twelve years into the new millennium, women can learn and teach, work and supervise, vote and voted in most countries just like men. In light of this sweeping progress in gender equality, there is no sense in denying them the right to defend their home country when a war breaks out. In sum, keeping military services...
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...and gives woman unrealistic goals for what they feel they should look like. This in turn, ruins their self-worth and self-esteem. Some experts say that media mirrors culture, while others say the media shapes culture (Luttrell). I strongly believe that advertising dehumanizes woman, destroys self-esteem and distorts the view of woman in society. First of all, the way ads portray women is very dangerous. It’s not only dangerous to women, but it’s also dangerous to all of society. Women in ads are seen as flawless and perfectly beautiful. The only problem is, this beauty cannot be achieved....
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...43 Wilton Estate Green wood Road London E4 YT78 24/11/13 Marketing Manger Bsix Sixth Form College Kennington Road London E6 TY67 Dear Miss Rose,Sir or Madam Re: Evaluating External Corporate Communications of Bsix Sixth Form College Corporate communication is the communication issued by an organisation to all stakeholders such as employees, customers, media, government and the general public. Corporate communication activities involved in managing all internal and external communications aimed at creating good impressions with stakeholders. An organisation can present corporate communications in ways such as: mission statement, advertising, packaging, logos, livery, straplines, endorsements and sponsorship. What is the purpose of each of the corporate communication and what Bsix is trying to achieve? Mission statement is a statement that defines the purpose of a company or a business. The mission statement represents the business products or services it intends to offer to customers. Mission statement includes the aims and objectives of the company for the future benefit or plans. Aims and objectives shows where the business is set up to achieve in the future also serve as a guide to the business. The mission statement should be the first consideration for that for any employees before applying for that specific job in the business. Bsix College mission statement shows where the college wants to go in...
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...How do Social sites earn money? Facebook & Youtube Assignment in Electronic Commerce Presented to Prof. Marlon B. Raquel, Course Instructor The Fisher Valley College In Partial Fulfillment of the Requirements for Electronic Commerce Course By Bauza, Angie Judes Christy, Chim Ignacio, rjay Inigo, Laleane Nuela Jayson THE FISHER VALLEY COLLEGE TAGUIG CITY January 12, 2015 What is Facebook? Facebook (formerly [thefacebook]) is an online social networking service headquartered in Menlo Park, California. Its website was launched on February 4, 2004, by Mark Zuckerberg with his college roommates and fellow Harvard University students Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes.[7] The founders had initially limited the website's membership to Harvard students, but later expanded it to colleges in the Boston area, theIvy League, and Stanford University. It gradually added support for students at various other universities and later to high-school students. Facebook now allows anyone who claims to be at least 13 years old to become a registered user of the website. How does Facebook make money? On Friday Facebook went public, with a value of £66billion. Since then shares have crashed and investigations and law suits launched as people try and work out what it’s really worth – so the question is: If the networking site is free to join and use, how exactly does it make money? Facebook’s figures are quite astonishing. The site’s initial public offering...
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...Morgan Spurock, star and director of the film project Super Size me, conducted an experiment to see if McDonald’s menu was dangerous to its customers. He was determined to eat McDonald’s three times a day for a 30 day period and see what effect it had on his body. Morgan gathered information and statistics on the food industries of America to shed some light on the reasons for the obesity epidemic. He gathered crucial information and concepts from his experiment to create a greatly needed educational film about America’s health. The first main point Morgan made in his film was that there is undoubtedly an obesity epidemic in our country and it’s quietly getting out of control. 66% of American’s today are overweight or obese. That’s 2 out of 3 people! Obesity contributes to diabetes, stroke, heart disease, hypertension and cancer just to name a few health complications. Spurlock found that not only fast food restaurants are to blame, but also schools. The boxed fatty foods that are served in public schools provide little nutrition and fatty calories and find their way onto the trays of kids who don’t know how to eat properly. Our future is with our kids and if they are making poor food choices, the obesity epidemic will continue to grow. Morgan had physicals to see what his health status was before the McDonalds binge and everything seemed to be in order. The results from doctors after the binge were shocking. His liver was starting to fail from all the cholesterol he was ingesting...
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