...tobacco advertising and the potential future restrictions on alcohol advertising, critically review the debate between the strong or weak theories with regard to the effectiveness of advertising bans. The effectiveness of advertising bans has been a debated for many years. There are two dominant theories of the debate regarding the nature of how advertising works: the strong theory and the weak theory. The strong theory coined by John Philip Jones holds the belief that advertising exerts a powerful persuasive influence on consumer’s behaviour (Jones, 1990). In Contrast Andrew Ehrenberg developed the view of the weak theory of advertising. This view suggests that advertising reinforces rather than initiates consumer behaviour (Ehrenberg, 1992). These two theories have been discussed thoroughly by many theorists to understand how advertising works. Many countries have implemented restrictions in advertising for tobacco and have issued potential future restrictions for alcohol, with the objective that introducing an adverting ban would lower overall consumption. However, Studies analysing the effects of advertising being linked to consumption has led to two separate views on how advertising works and have led some to believe that advertising bans have no effect on overall consumption. The strong theory of advertising supports the belief that advertising has the power to persuade people who may not know of a brand or bought a product before to buy it. Also, that advertising in terms...
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...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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... X. Personal Reaction/Rationale - (Pg.16-17) Appendix - (Pgs. 18-19) Bibliography - (pg. 20) I. Introduction/Overview: Account Executives “Advertising makes products into heroes, but simultaneously caricatures the bureaucratic masters in serves” (Jackall & Hirota, page 82). The advertising agency is a very unique and fast growing business. It’s an area where people, situations and job requirements are always changing and evolving. Advertising agencies tend to have ample amount of client accounts, while still maintaining existing accounts. Since this business is such a high demanding and fast evolving business, it requires some specific characteristics in running the establishment. Account executives need to be able to multi-task at all times, be quick thinkers, be great problem solvers, have a tolerant and friendly personality and, most importantly, these type of advertising management need to be confident in every decision that he/she makes. Another characteristic that is important for account executives is for them to be able to help, communicate, set goals, and endorse a happy work environment for the rest of the employees in the advertising team as a whole. Account...
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...Confessions of an Advertising Man By: David Ogilvy Jacob Shelton July 18, 2006 About the Author David Ogilvy is known as the father of advertising in many advertising circles. He attended Christ Church College, Oxford, but did not graduate. Instead he moved to Paris and became a chef at the Majestic Hotel. Later he became a door to door salesman where he wrote a Manual advising other salesman on how to increase sales. After the success of the manual, his brother who was working for Mather & Crowther convinced the agency to hire Ogilvy as an account executive. After a working for the agency for a while, Ogilvy convinced them to send him to America for a year. After in America for a few years, and working various jobs, Ogilvy started his own agency in America with Mather and Crowther. Soon Crowther left and it was just Ogilvy and Mather. It was hard for him to get clients in the beginning, but he soon built a clientele that was very respectable, including Hathaway shirts, Schweppes, and Rolls-Royce. In 1989, Ogilvy & Mather was bought out by WPP for a large profit. Ogilvy served as WPP non-executive chair for three years. Ogilvy died in 1999. Ogilvy published several books while during his career, including Ogilvy on Advertising and Confessions of an Advertising Man. Abstract In Confessions of an Advertising Man, David Ogilvy explains the rules in which he has used to create one of the most successful advertising businesses in the world. He goes through different areas...
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...Confessions of an Advertising Man By: David Ogilvy Jacob Shelton July 18, 2006 About the Author David Ogilvy is known as the father of advertising in many advertising circles. He attended Christ Church College, Oxford, but did not graduate. Instead he moved to Paris and became a chef at the Majestic Hotel. Later he became a door to door salesman where he wrote a Manual advising other salesman on how to increase sales. After the success of the manual, his brother who was working for Mather & Crowther convinced the agency to hire Ogilvy as an account executive. After a working for the agency for a while, Ogilvy convinced them to send him to America for a year. After in America for a few years, and working various jobs, Ogilvy started his own agency in America with Mather and Crowther. Soon Crowther left and it was just Ogilvy and Mather. It was hard for him to get clients in the beginning, but he soon built a clientele that was very respectable, including Hathaway shirts, Schweppes, and Rolls-Royce. In 1989, Ogilvy & Mather was bought out by WPP for a large profit. Ogilvy served as WPP non-executive chair for three years. Ogilvy died in 1999. Ogilvy published several books while during his career, including Ogilvy on Advertising and Confessions of an Advertising Man. Abstract In Confessions of an Advertising Man, David Ogilvy explains the rules in which he has used to create one of the most successful advertising businesses in the world. He goes through...
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...Retail Advertising and Marketing Association Gen/200 Retail Advertising and Marketing Association "Consumers know precisely what's wrong with advertising. Be it TV or print or whatever, they know that advertising is never creative enough ... never as witty, inspiring, sophisticated, entertaining and downright likable as they would like it to be” (Phil Dussonberry, former BBDO advertising executive). In the world of retail things are ever changing there is a constant need for new advertising or marketing to grab the consumers attention. Without these tools a retailers profits can quickly dwindle leaving them in the dust. One great tool for retailers is the Retail Advertising and Marketing Association(RAMA). This paper will explain what RAMA is, how it can increase my professional knowledge and abilities, and how perfecting my knowledge and abilities can affect my career success. The Retail Advertising & Marketing Association (RAMA) is a trade association of retail marketing and advertising professionals, plus their counterparts on the agency, media and service-provider sides of the business. RAMA is a division of the National Retail Federation, the world’s largest retail trade association (National Retail Federation, 2011). RAMA also is the producer of the annual Racie Awards Competition, the industry’s most prestigious creative contest for retail broadcast, web and print advertising (National Retail Federation, 2011). RAMA is an innovative association that connects retailers...
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...AB165B18… Programme: BTEC Higher National Diploma in Business (Marketing) Unit Title and Number: Advertising and Promotion in Business (Unit 18) QFC Level: 4 Unit Code: J/601/1000 Credit value: 15 credits Module Tutor: Mehedi Khan Email: m.khan@mrcollege.ac.uk Date Set: 23rd September 2014 Name: …………………………………………. Registration Number: …………………………………………… Date: …………………………………………… Is this a First Submission or Second Submission ? Word Count (max.5000) Turnitin Score Complete and copy this page and add it as the front sheet to your online submission [pic] Part 2 Assignment Brief Programme: BTEC Higher National Diploma (HND) in Business Marketing Unit Title and Number: Advertising and Promotion in Business (Unit 18) QFC Level: 4 Unit Code: J/601/1000 Credit value: 15 credits Module Tutor: Mehedi Khan Email: m.khan@mrcollege.ac.uk Date Set: Starts: 23 September 2014, Ends: 5 December 2014 Distribution Date : 30.09.2014. LO1 Submission Date : 21.10.2014 (for formative feedback) LO2 & LO3 Submission Date : 10.11.2014 (for formative feedback) LO4 Submission Date : 18.11.2014 (for formative feedback) Final Submission Date (Full Assignment): 5th December 2014 The effective use of advertising and promotion is a fundamental requirement for any business seeking to succeed in the modern business...
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...Exam 1 Study Guide Chapter 1 Define advertising what are its key components? Discuss the roles and functions of advertising within society and business? Identify agencies, clients, and other key areas & roles in creating advertising? Explain the different types of advertising & when they are appropriate? What makes for effective advertising, how should it be measured? What changes are affecting the advertising industry? How is a bio profile used in agencies? Other than yourself, who was your favorite & why? Why is positioning important? Chapter 2 How and where does advertising fit within marketing, under what P? How do the 4 key concepts in marketing relate to advertising? What are the 3 additional Ps in addition to the 4 P’s = list and describe? What is the organization of the advertising industry? Name the top agency network holding companies? List and explain the four critical steps in the marketing research process? How do ad agencies work with their clients on the marketing side? What affects this relationship? Discuss structure, different job areas/roles and new frameworks emerging? What is the new communication model and process and why is it two way now? Chapter 3 Does advertising affect popular culture and society or is it a reflection? Recall the Dove Real Beauty campaign, what were some of the campaigns, who were they targeted to? What was the reaction to the campaign from a societal perspective, what happened in the...
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...ways of how to market that product. This essay is going to be discussing how I took the Clorox Green Works cleaning supplies and marketed them by applying the different marketing strategies, pricing strategy, distribution channel taken and how I would promote this item to the consumers. Marketing Strategies for Clorox Green Works Introduction This essay is about the steps taken in order to market the Clorox Green Works products and applying the different strategies to market the product. There are many steps to take to actually market the product successfully in terms of making a profit. Definition of Marketing Marketing is the process of creating communications and delivering the values to the customers, but also building and managing customer relationships that would be beneficial to the company. It is also the process of distributing goods, services, and informational and promotional benefits to the targeted consumers through communicating interactively and also executing the conception of pricing, promotion and distribution of ideas, goods and services. Introduction of Product/Service The product that was chose for the assignments throughout the past four weeks is about the eco-friendly Clorox Green Works products. This product was chosen because everywhere you read is about saving the environment and going green. Although, there are many different varieties and brands of household cleaning supplies that you can purchase, however, Clorox Green Works is actually...
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...ago in February I was just blessed with an opportunity for an advertising scholarship, out of a various amount of students only me and another student in my school was lucky enough to get an internship. Many say I am blessed to have gotten this opportunity out of a large amount of students, but I just looked at it as If I just did what I had to do when the time was right. Since I’ve gotten this job I feel like I’m at home, this job allows me to be me and experience life of the advertising world. Since I junior high school I’ve always had love for advertising and music. Both music and...
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...“Integrated marketing: advertising and politics” Massey University Masters of Business Administration Marketing Unit Presented July 2013 Mike Richards Student ID 13154066 CONTENTS CONTENTS ................................................................................................................................ 2 1. OVERVIEW ........................................................................................................................ 3 2. SUMMARY OF RESEARCH FINDINGS AND THE APPLICATION OF ADVERTISING THEORY TO POLITICS .............................................................................................................................. 5 A. B. C. D. E. 3. 4. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Shrimp & Andrews) 2013 .............................................................. 5 Advertising Theory (edited by Shelly Rodgers & Esther Thorson) 2012 .................. 6 Advertising and Society – Controversies and Consequences (edited by Carol J. Pardun) 2009............................................................................................................... 7 Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand Election Campaigns. ..................................................................... 7 Political Campaign Communication Principles & Practises (Trent and Friedenberg 2008) ..................................................................
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...current age, people’s life is surrounded by all different kinds of advertising in any place, anytime. Advertising play an essential role in terms of the economy, culture and social fields. The definition of advertising can refer to Yeshin, Tony (2006) who demonstrated that “Advertising is one of a variety of marketing communications tools that companies can use to achieve their defined objectives.” This statement also illustrate that an effective communications activity in the business field need to advertising support and widespread application as well. Besides, as the media technology continual innovation and development in recent years, the forms of advertising and communication code have been changed a lot which from unicity forms become more diversity. So, the concept of multimedia advertising has been widely applied in the modern age. “Multimedia advertising is the process by which a company conducts an advertising campaign for its products or services over multiple media outlets.” (wiseGeek) This method make the product of an enterprise can be presented in a new way in order to attract more customer’s attention and obtain profits. This essay focuses on analysis the current multimedia advertising campaign based on a furniture store named IKEA and the mainly structure of this essay can be divided into four parts which are Creative Brief, Analysis of target audience, Assessment of how the advertising works and media strategy. Background of IKEA IKEA is a Swedish...
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...Advertising agencies have an important role to play in promoting a business. Even a small business may sometime need the help of an advertising agency to create and release attractive and effective ads in the correct media. This the reason as to why you need to choose the right agency which can help make your business very popular. An ads agency has a huge responsibility to advertising agencies in building it, through consumer insight and understanding, in a way that grants it acceptance and growth. The following tips will help you choose one out of the many advertising agencies in business today: 1. The company should have excellent knowledge of your niche. If you are a musician for example, then the ad agency to deal with should be one...
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...Starting An Advertising Agency BusinessIf you are like the average worker, you have probably entertained the idea of starting your own business at one time or another. Starting your own business should not be taken lightly, but if you have the dedication it can be the best move for you.If you are familiar with the world of advertising agency or are just find you have a way with words and a good rapport with people, starting an advertising agency business may be the perfect move for you. But you will need to plan it with a business plan before you get started.Creating A Detailed Business PlanIt is vital to start planning your advertising agency business by creating a detailed business plan. Take some time, sit down and write up a business plan.Having such a plan is essential to tax planning, business startup and obtaining financial backing for your new business.How Will You Start Your Advertising Agency Business?How you go about starting your new advertising agency business will depend on your current situation. If you already work in the advertising industry, you may be able to start by using the contacts you have already made.Start floating the idea of starting your own advertising agency business with your network of contacts. If you are still working as an employee, you will have to be cautious about this approach.Be sure to use discretion when contacting potential customers for your new advertising agency business. You will also have to be cognizant of any non-disclosure or...
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...tackle about the history of Advertising here in the Philippines: Advertising started in the early times when messages were carved in stone plates and notices were printed on walls. It was the only form of advertising then. Outdoor advertising was an industry by itself for a long period of time until print (in newspaper and in magazines) and radio broadcasting were introduced. It was through the years up to the early 1960’s in the Philippines when outdoor advertising was still regarded as a primary medium of advertising, when billboard operators and owners organized themselves into one, cohesive and solid voice. Thus, on AUGUST 13, 1964, the OUTDOOR ADVERTISING ASSOCIATION OF THE PHILS. (OAAP) was formed. Its purpose was to promote growth of outdoor advertising in the Philippines by establishing its own Code of Ethics. In 1974, OAAP was placed under the jurisdiction of the Philippine Council for Print Media (“PCPM”) under the late General Hans Menzi as per Presidential Decree No. 576. This decree provides PCPM the authority to set rules and regulations for the discipline of all mass media under its supervision. In 1976, the Metro Manila Governor, Imelda Marcos, in line with her cleanliness and beautification drive, decided to demolish all billboards especially movie ads and neon signs along Roxas Boulevard and Luneta. In May 1974, OAAP became one of the charter members of the Philippine Board of Advertising now called the Advertising Board of the Philippines (ADBOARD)...
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