...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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...Problems: * Account managers have not been communicating effectively with the copywriters and graphic designers therefore the copywriters and graphics designers is being altered without their consultation. * Loss of two executives to the branch. Current manager are unaware of standard operating procedures at the branch. * Salaried Employees are working overtime without proper compensation taking on additional workload because of new clients being taken on. * Four clients vital to the success of Phoenix are not pleased with the work being produced. Facts and Causes: * Employee interviews indicate a lack of communication between graphic designers and art directors which has resulted in longer hours required to finish projects. * Client surveys indicate that they have not received a significant level of communication from the account managers which has left the copywriters with little basis to develop the copy for advertisement. Impact and Effects: * Productivity at the Roanoke branch has declined overall by 41%: 11% of accounts are completed behind schedule; 8% of the projects have been cancelled by the client; 22% of the accounts are on hold because art/copy has not been approved by the client * The average salaried employee has previously worked 40 hours per week, and is now working 50 hours per week, with 10% less project completing rate within that week Solutions: * Art directors are to meet as needed and leave open...
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...Assignment -1: Short questions 1. You are generating leads from online channels to sell credit cards. You are running two campaigns (let’s say A & B) on google to sell your product online and campaign A has better CTR. Assume A &B has same targeting but different set of keywords. These campaigns also use different ad copies. Mark these statements as true or false with some explanation: A. You should allocate more budget to campaign A if CTR continue to remain high – to remain high as in average position it depends on the conversion rate so this False B. Your cost per lead will be less for campaign A- True Could be where if the CTR is high. C. People searching keywords listed in campaign A find ad copy at campaign A more relevant- True – probably STP is done appropriately D. You should replace Campaign B ad copy with Campaign A ad copy as A is giving you better results- False not necessarily as it depends STP is done for specific audience with same message or keyword 2. LinkedIn allows you to bid either as CPC or as CPM. You realized that your ad position will be the same for both pricing models. Avg CPC would be Rs 110 and avg CPM is 150. You expect CTR to be in 0.2%-0.3% range based on historical data. What pricing plan will you choose? CPC or CPM. Why? Answer I would choose for CPM as the cost to the advertiser would come as per impression where CPC would be a little costly when position is coming as same 3. You are generating leads...
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...Table of Content Topic Pg number Company Background 2 Determinants of Creativity 3-4 Three Advertisement 5-7 Reference 8 Introduction Company Background The Nike Explore Team Sport Research Lab is rationally and physically at the heart of the NIKE, Inc. World Headquarters in Beaverton, Ore. It started as a little lab in Exeter, N.H. over 30 years prior, and has developed into a world-class research office tackling devoted mental ability and condition of-the-science research hardware unequaled in the wearing merchandise industry. Carrying on the customs of Nike's unique game specialist Bill Bowerman the lab keeps on deliverring demonstrated experimental bits of knowledge that help drive execution developments over the Nike brand. Today, the lab utilizes more than 40 scientists, a large number of whom hold doctorates or graduate degrees in an extensive variety of investigative orders including biomechanics, physiology, biomedical building, mechanical designing, physical science, math, kinesiology and frameworks...
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...Hopkins Guide To Advertising Guidelines for Copywriting, Design, Ad Campaigns, Appeals, Effective Advertising Communication, Branding and Research. Submitted To:- Prof. Sanjay Wadwalkar Submitted By:- Aakanksha Magan MMC II Hopkins Copy Writing Principles And Guidelines * Talk to people, to whom you are advertising for, in print as if you are talking to them in person. The copy should be in a conversational tone. Only then will the prospects recognize you as one of their own and accept your advertisement. * Never commit the advertising crime of judging people while writing any copy. Let ordinary people judge themselves. * An educated person serves as a handicap in the field of advertising communication and copy writing. Also use of any literary styles handicaps your advertisement. * Unique style of writing invariably makes the prospect, i.e. the readers suspect you and consequently not accept your advertisement. * Any apparent effort to sell, visible in the copy writing, creates customer resistance. * Relying on language or a good creative ability to express an idea in your copy leads to a failed advertising. * Use of strange words, phrases or things in the copy again leads to customer rejection and not acceptance. * Appearing to be flattering yourself in your copy is a sure failure because people recognize it immediately and reject it. * Never let a style of writing overpower the substance of the copy or the form suppress the content...
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...10 Steps to Effective Copywriting This tutorial is designed to get you up and running with the basics of writing great copy in ten easy lessons. Afterward, you’ll get recommendations for professional training, plus links to tutorials on SEO copywriting and writing killer headlines. 1. Don’t Read This or the Kitty Gets It! 2. To Be or Not To Be? 3. How to Write Headlines That Work 4. Why Writing Headlines Deserves a Second Installment 5. The Structure of Persuasive Copy 6. Now Featuring Benefits! 7. “Kids Eat Free” and Other Irresistible Offers 8. This Article Rocks. . . I Guarantee It! 9. The Long and Short of Copywriting 10. The #1 Secret to Great Copy Is. . . Don’t Read This or the Kitty Gets It! Poor Fluffy. I asked you not to do this, and you’ve gone and broken the rules. Things don’t look good for this cute little kitten I’ve taken hostage in case my demands were not met. She is awfully sweet, though. We’ll just have to wait until later on in the article to decide the fate of Fluffy. But first, we really do need to discuss the ultimate goal of good copywriting. Stick with me and I’ll go easy on the cat, deal? Let’s get started. What is the primary purpose of any piece of writing that you put out online — whether a blog post, a networking email, a sales letter or a tutorial? For starters, to get what you’ve written read, right? Makes sense. So, what’s the primary purpose of your headline, your graphics, your fonts, and every other...
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...communication, hence, advertisers need to adapt themselves to this change. What makes e-media so different? Because of the electronic nature of e-media, advertisements have the edge of being more interactive over print media. With the use of Internet and smartphones getting more common among people, advertisers can specifically target consumers based on their web activity. Interactive advertising that requires consumers to take part in it is becoming more popular among companies to build or expand their brand recognition. Having said so, copywriting for e-media is definitely a skill that needs to be perfected because it’s used by everyone and will not stop growing anytime soon. Advertisers need to use e-media to their advantage and not waste a good opportunistic platform. Although copywriting for e-media shares a similar principle with copywriting for print as a structure, everything else is pretty much different. Copywriting for e-media requires the content to be more concise and more interactive, seeing as e-media users generally have a short attention span. As a...
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...run. In 2000 Black and Decker Corporation was still reeling from the financial and strategic problems stemming from the company's acquisition of Emhart Corporation in 1989. In late 1998 Black & Decker management celebrated the completion of an almost decade-long effort to divest nonstrategic business gained through its 1989 acquisition of Emhart Corporation and expected the company to enter a long-awaited period of growth as its entire management refocused its attention on its core power tools, plumbing, and security hardware business. Archibald believed that "This portfolio restructuring will allow us to focus on core operations that can deliver dependable and superior operating and financial results." However the portfolio restructuring did little to improve the market performance of the company's securities. Yet Archibald and the management continued to express confidence that the company's streamline portfolio would allow Black & Decker to achieve revenue and earnings growth that the market would find impressive. So far the 1998 divestitures have not produced steady increases in the company's stock price, but look promising for the future due to the efforts to refocus efforts on the successful power tools line. Strategic planning team evaluation Over the years, Black & Decker has branched off into many different directions in order to gain as much market share as possible. The diversification program in the 1980s produced mixed results for shareholders, and later...
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...work and needs to plan accordingly. One main question that is always a difficult one to answer is how long one needs to work before they can comfortably stop working and rely on their financial portfolio to take care of expenses after work. In order to analyze these questions, a deterministic model of an investment portfolio was created and stochastic modeling was used to determine the likelihood of being able to accumulate the necessary finances over the desired period of time. Quantitative Analysis: 1. Using the given deterministic model, the annual outflows were estimated from the retirement portfolio over the retirement years and the estimated return on the account was also calculated. It was determined that under these basic assumptions of salary and portfolio growth rate the portfolio could expect to grow to $452,900 within thirty years. However, this assumed a fixed salary growth rate of 5% as well as a 4% annual investment rate. Given the high rate of inflation and the projected expenses after retirement, it was calculated that if this money was to last for the retirement, then even pulling out $50,000 per year in expenses would cause the account to run out after just a few years. 2. Adjusting the annual rate to 8% from 4% had a major effect. Although the portfolio fell short of the one million dollar goal by only reaching $853,633, this was a major effect as it allows the individual the ability to pull $100,000 each year from this account and still sustain...
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...Kochman’s and Badarinathi’s mathematical case for upside deviation deals with portfolio upside deviations being divided by a market’s upside deviations to so show the resulting ratio and how it facilitates other tests for positive or negative skewness. The article discusses how CAPM is inappropriate for the evaluation of portfolios given that is not only assumed that the returns on distributions are symmetrical, but that the beta (performance and return-to-risk ratios) underestimates the risk of larger numbers of mutual funds. Kochman and Badarinathi needed to answer two questions; can upside deviation be the means for portfolio evaluations and can this be done by taking the upside deviation of portfolios and divide those figure by the upside deviation of the market? Kochman and Badarinathi believe that to make a case for upside deviation as a means for portfolio evaluations is to take the upside deviation of the portfolio(s) and dividing it by the market(s) upside deviation. This would result with a ratio that facilitates another test of positive or negative skewness. To test whether the ratio of portfolio-to-market upside deviations as a success, a test on fund returns would need to be conducted to ensure a meaningful difference between upside deviations, portfolios, and markets. The overall findings showed that the relationships between low betas and low upside volatility appeared to be weaker than the relationships between high betas and high upside volatility. In addition...
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...Rock, Paper, Scissors, and Other Investment Techniques (UOP) FIS 240 Week 5 DQs (UOP) FIS 240 Week 6 CheckPoint: So Many Businesses, So Little Money PART 1 OF 2 (UOP) FIS 240 Week 6 CheckPoint: So Many Businesses, So Little Money PART 2 OF 2 (UOP) FIS 240 Week 6 Assignment: Analyze This (UOP) FIS 240 Week 7 DQs (UOP) FIS 240 Week 7 CheckPoint: Income that Sticks PART 1 OF 2 (UOP) FIS 240 Week 7 CheckPoint: Income that Sticks PART 2 OF 2 (UOP) FIS 240 Week 8 CheckPoint: Lifetime Investment Matrix PART 1 OF 2 (UOP) FIS 240 Week 8 CheckPoint: Lifetime Investment Matrix PART 2 OF 2 (UOP) FIS 240 Week 8 Assignment: Living the Easy Life (UOP) FIS 240 Capstone Discussion Question (UOP) FIS 240 Final Project: Investment Policy and Portfolio Evaluation (UOP) ____________________________________________________ FIS 240 Week 1 CheckPoint: Is Time on My Side (UOP) For more course tutorials visit www.tutorialrank.com Resources: Appendix D and the Time Value of Money multimedia (enter into the Axia College student webpage first then copy and paste the link into the open browser) TUhttps://ecampus.phoenix.edu/secure/aapd/UBAM/Libraries/Flash/TVM.swfUT. Due Date: Day 5 [post to the Individual forum] Complete your responses to this week’s CheckPoint in Appendix D. Post the completed...
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...Modern Portfolio Theory in the Modern Economy: MPT During the Credit Crisis 0f 2008 Abstract There are various theories of risk and return as it pertains to measuring and predicting investment return in a portfolio- one of the oldest and most prominent being Modern Portfolio Theory .An example of a hypothetical portfolio utilizing the principles of MPT invested during the credit crisis of late 2008/early 2009 will be utilized in part. In direct application, does Modern Portfolio theory hold strong during a major financial crisis? Past research will be compared to present the mechanics and applications of MPT order to answer the questions poised and to create hypothetical portfolios based on past fund performance during the time period of 2007 -2010. It is expected that a portfolio using MPT would not have performed significantly better than any other less diversified investment. Contents Introduction……………………………………..........................................................................4-7 Credit Crisis Thesis Statement Modern Portfolio Defined Prior Research Prediction Method…………………………………………………….........................................................8-9 Parameters/ Source of Portfolios Results……………………………………………………......................................................10-19 A. Application/ graphs Conclusion…………………………………………...............………………………............19-20 Restatement of Thesis Discussion of Results Limitations Recommendation References……………………………………………………………………...
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...Premium และคำนวณ Standard Deviationเพื่อนำไปคำนวณหา Sharpe Ratio ที่มีอัตราส่วนที่สูงที่สุด ซึ่งอธิบายถึงผลตอบแทนที่ถูกปรับด้วยความเสี่ยง ที่ดีที่สุด เมื่อได้ทำการวิเคราะห์และคำนวณ Sharpe Ratio แล้ว พบว่า หุ้นที่เหมาะสมที่จะทำการลงทุนเพิ่ม ได้แก่ Pioneer Gypsum โดยลงทุนในสัดส่วน 4% จึงทำให้การลงทุนในตลาดเป็น 96% เนื่องจากเป็นสัดส่วนที่ทำให้ Sharpe Ratio มีค่าสูงที่สุด คือ 0.4702 ซึ่งถือได้ว่าเป็นการกระจายการลงทุนที่ทำให้ความเสี่ยงลดลง ซึ่งสอดคล้องกับทฤษฎี Modern Portfolio Theory ของ Harry M. Markowitz (1952) ที่กล่าวไว้ว่า “Don’t put all your eggs in one basket” สรุปรายละเอียดของ Mini-Case : John & Marsha on Portfolio Selection John ทำหน้าที่บริหาร Portfolio ซึ่งมีมูลค่า 125 ล้านดอลลาร์ของนักลงทุนอยู่ เขาปรึกษากับ Marsha เกี่ยวกับปัญหาของการบริหารจัดการหุ้นใน Portfolio ของเขา โดย John คิดว่าที่ผ่านมาผลตอบแทนจาก portfolio ที่เขาดูแลอยู่นั้นมักจะใกล้เคียงกับอัตราผลตอบแทนของตลาดและอิงจากกราฟ S&P 500 market index ที่จัดทำขึ้น เขาจึงรู้สึกว่าการบริหารของเขาอ้างอิงแต่กับตัวเลขของตลาดมากเกินไป เขาอยากจะบริหารจัดการ portfolio เสียใหม่ให้มีความเป็นตัวของตัวเองมากขึ้น และได้รับผลตอบแทนที่สูงขึ้นกว่าอัตราผลตอบแทนของตลาด เพื่อทำให้การทำงานของเขามีประโยชน์ต่อลูกค้ามากขึ้น โดยเขาเลือกบริษัทที่ราคาตลาดของหุ้นต่ำกว่ามูลค่าที่ประเมินได้ (Undervalued) และที่ราคาตลาดของหุ้นสูงกว่ามูลค่าหุ้นที่ประเมินได้ (Overvalued) ามาส่วนหนึ่ง โดยบริษัทที่เขาคาดว่าน่าจะมีมูลค่า Undervalued และสมควรซื้อมากคือบริษัท Pioneer Gypsum และหุ้นของ Global mining นั้น Overvalued จึงไม่สมควรซื้อโดยข้อมูลต่างๆของทั้ง2บริษัทที่เขาหามาได้มีค่าตามตารางนี้ ...
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...Judge the Risk by Portfolio When the investors put their money into the stock market, it means that they must take the risk of the stock market, because risk is one of the natural qualities of the stock market. One company easy to get a poor performance and its stocks will go down. Therefore, there will be no way to complete avoid risk, but judge it. In finance, risk is best judged in a portfolio context. Because the possibility that many companies gets serious performances, and their stock price go down at the same time is lower than for only one company. This essay will discuss that why the portfolio context is the best way to judge the risk in the finance market. The first part will introduce the basic theories for portfolios. The methods of measuring risks and value of the portfolio will be explained in the second part to demonstrate that why it is better select portfolios. The third part will give the example of family groupings on performance of portfolio selection in the Hong Kong stock market. The conclusion will be given at the end of the essay. Firstly, the theory of portfolio and the five suppositions of portfolio selection need to be explained before the following discussion of the value of portfolios. The article ‘Portfolio Selection’, which was issued on Journal of Finance in 1952 and the book ‘Portfolio Selection: Efficient Diversification of Investments’ which was published in 1959 was known as the opening if the modern portfolio theory. The author of these...
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...long haul contributing is the conservation of capital. Warren Buffett, ostensibly the world's most excellent mogul, has one standard when contributing - never lose cash. This doesn't mean you ought to offer your venture property the minute they enter losing region, yet you ought to remain definitely mindful of your portfolio and the losses you're ready to persevere in an exertion to expand your riches. While it is difficult to stay away from danger completely when putting resources into the business sectors, these five strategies can help protect your portfolio. One of the foundations of Modern Portfolio Theory (MPT) is diversification. In a business downturn, MPT pupils accept a generally expanded portfolio will beat a thought one. Speculators make deeper and all the more extensively broadened portfolios by owning countless in more than one asset class, along these lines decreasing unsystematic danger. This is the hazard that accompanies putting resources into a specific organization instead of deliberate danger, which is the danger connected with putting resources into the businesses by and large. As per some money related specialists, stock portfolios that incorporate 12, 18 or even 30 stocks can take out most, if not all, unsystematic danger. Shockingly, methodical danger is constantly present and can't be differentiated away. On the other hand, by including non-associating asset classes, for example, securities, items, monetary standards and land to a gathering...
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