The document discusses the advertising career of Kurt Kroner and analyzes some of the most successful advertising campaigns of all time. It notes that Kroner rejected a Volkswagen Beetle for delivery due to a blemish, which inspired their famous "Lemon" campaign. The document also examines what made campaigns top successes, including changing advertising culture, creating new categories, and simply being unforgettable. It provides examples like the Volkswagen "Think Small" and Avis "We Try Harder" taglines. Finally, it outlines how JWT evaluates advertising based on a scale from damaging to rewarding.
This presentation runs on huge projector when you pass by softline cafe making your visit a blast. Inspired from the theme of the garden softline cafe is committed to the freshness of everything...
This presentation runs on huge projector when you pass by softline cafe making your visit a blast. Inspired from the theme of the garden softline cafe is committed to the freshness of everything...
Business Proposal for Soft Line Cafe to operate at Al Yamamah UniversityNaja Faysal
This is a proposal prepared by Naja Faysal for Softline Cafe. The objectives of the proposal was to open up a branch of Softline Cafe in Alyamamah university. The results were superb. Today, Softline Cafe are in successful operation as coffee shop on the campus of Al yamamah university, Riyadh Saudi Arabia.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Business Proposal for Soft Line Cafe to operate at Al Yamamah UniversityNaja Faysal
This is a proposal prepared by Naja Faysal for Softline Cafe. The objectives of the proposal was to open up a branch of Softline Cafe in Alyamamah university. The results were superb. Today, Softline Cafe are in successful operation as coffee shop on the campus of Al yamamah university, Riyadh Saudi Arabia.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
CLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCE
NDU Term Paper | Senior Advertising - The Top 100 Campaigns Of The Century
1. Top 100 Campaigns
By: Naja Faysal
7/7/2006 Naja Faysal, Spring 2006 1
2. “Advertising is selling Twinkies to
adults" (Donald R. Vance)
“Advertising is the science of
arresting the human intelligence
long enough to get money from it.“
(Stephen Butler Leacock)
"Advertising is an environmental
striptease for a world of
abundance." (Marshall McLuhan)
7/7/2006 Naja Faysal, Spring 2006 2
3. Kurt Kroner/
Creative Revolution
Kurt Kroner
A Hero in
Advertising…
7/7/2006 Naja Faysal, Spring 2006 3
4. Kurt Kroner/
Creative Revolution
The man behind the
defining example of
the greatest
advertising campaign
of the century.
7/7/2006 Naja Faysal, Spring 2006 4
5. Kurt Kroner/
Creative Revolution
Kurt Kroner was the
one to flag a
blemished chrome
strip on the glove
compartment of a
1961 Volkswagen
Beetle and reject the
vehicle for delivery.
7/7/2006 Naja Faysal, Spring 2006 5
6. Kurt Kroner/
Creative Revolution
Kroner gave us the famously
failed and fabulously forlorn. . .
"Lemon.“
He also gave advertising
permission to surprise, to defy
and to engage the consumer
without bludgeoning him about
the face and body.
Kroner offered up a lemon with
approximately the same result of
Eve offering the apple. Not only
did everything change, but
suddenly things were a lot more
interesting.
7/7/2006 Naja Faysal, Spring 2006 6
7. Kurt Kroner/
Creative Revolution
Adman Pundit Jerry
Della Femina has
written:
"In the beginning,
there was
Volkswagen. That was
the day when the new
advertising agency
was really born."
7/7/2006 Naja Faysal, Spring 2006 7
8. Kurt Kroner/
Creative Revolution
"Lemon." "Think
Small." The TV spot
called "Funeral."
They weren't the
earliest salvos of the
revolution, but they
were -- in their
assiduously quiet
way -- the loudest.
7/7/2006 Naja Faysal, Spring 2006 8
9. Kurt Kroner/
Creative Revolution
"Let us prove to the
world, that good taste,
good art, good writing
can be good selling."
wrote William Bernbach
in his 1949 manifesto
for the "creative
revolution," "
7/7/2006 Naja Faysal, Spring 2006 9
10. The turning point…
Kroner’s age experiments a
revolution in advertising. The
unexpected Ad concept done by
Avis: “we are number 2, we try
harder” was not just a tag line, it
was a revolution, a new advertising
philosophy…
7/7/2006 Naja Faysal, Spring 2006 10
11. The 60’s were a period of crisis,
turbulence, and radical movements
in American history. Among other
things, it was a time of massive
anti-business sentiment.
Advertising, as part of the business
establishment was under fire. The
advertising industry faced one of
its most challenging times.
7/7/2006 Naja Faysal, Spring 2006 11
12. How did they get into the Top
100
7/7/2006 Naja Faysal, Spring 2006 12
13. Does successful campaigns
have to employ celebrities?
Do they have to evoke sex?
Do they have to play on
consumer’s fear and
insecurities?
7/7/2006 Naja Faysal, Spring 2006 13
14. Numerical Facts
7 of the top 100
campaigns employ
celebrities.
8 evoke sex.
4 play on consumer’s
fear and insecurities.
7/7/2006 Naja Faysal, Spring 2006 14
15. What is the secret then?
7/7/2006 Naja Faysal, Spring 2006 15
16. 1. The campaign should be a
watershed, discernibly changing
the culture of advertising or the
popular culture as a whole.
7/7/2006 Naja Faysal, Spring 2006 16
19. Clairol, “Does she… or doesn’t she?”, Foote, Cone & Belding, 1957
7/7/2006 Naja Faysal, Spring 2006 19
20. Clairol, “Does she… or doesn’t she?”, Foote, Cone & Belding, 1957
7/7/2006 Naja Faysal, Spring 2006 20
21. Woodbury Soap, “The skin you love to touch”, J. Walter Thompson Co., 1911
7/7/2006 Naja Faysal, Spring 2006 21
22. 2. The campaign itself should be credited
with creating a category, or if by its
efforts a brand became entrenched* in
its category as No.1.
*entrenched: well-established, deep rooted
7/7/2006 Naja Faysal, Spring 2006 22
23. Absolut Vodka, “The Absolut Bottle”, TBWA, 1981
7/7/2006 Naja Faysal, Spring 2006 23
24. DeBeers, “A diamond is forever”, N.W. Ayer & Son, 1948
7/7/2006 Naja Faysal, Spring 2006 24
25. 3. The campaign should simply be
unforgettable...
7/7/2006 Naja Faysal, Spring 2006 25
27. M&Ms, “Melts in your mouth, not in your hands”, Ted Bates & Co., 1954
7/7/2006 Naja Faysal, Spring 2006 27
28. Budweiser, “This Bud’s for you”, D’Arcy Masius Beneton & Bowles, 1970s
7/7/2006 Naja Faysal, Spring 2006 28
29. And now how are ads
judged?
7/7/2006 Naja Faysal, Spring 2006 29
30. This is how JWT does it (this
company is 150 years old)
7/7/2006 Naja Faysal, Spring 2006 30
31. #1 Damaging
Nestle
7/7/2006 Naja Faysal, Spring 2006 31
32. #1 Damaging
This work is worse than a waste of
time.
It is damaging to both the client
and us.
You'd be better off staying at home
7/7/2006 Naja Faysal, Spring 2006 32
34. #2 Wasteful
This work is a waste of time
People will actively avoid it
You have wasted both the clients
time and your own resources
7/7/2006 Naja Faysal, Spring 2006 34
35. #3 Boring
Smirnoff
7/7/2006 Naja Faysal, Spring 2006 35
36. #3 Boring
Both the idea and execution are
ordinary.
The customer will tune out before
it's finished.
7/7/2006 Naja Faysal, Spring 2006 36
38. #4 Predictable Ad:
This is soundly executed but bland.
People have seen it all before and
will get to the end of the message
before you do.
7/7/2006 Naja Faysal, Spring 2006 38
39. #5 Competent
R05AutumnM
7/7/2006 Naja Faysal, Spring 2006 39
40. #5 Competent
The idea is told in an interesting
way or it is well executed.
People will give you time to
complete your message.
7/7/2006 Naja Faysal, Spring 2006 40
42. #6 Rewarding
This work will get noticed.
People will feel rewarded having
spent time with it.
Its impact will linger longer than the
duration of the message.
7/7/2006 Naja Faysal, Spring 2006 42
43. #7 Innovative
KENCO
7/7/2006 Naja Faysal, Spring 2006 43
44. #7 Innovative
This is innovative work and the
best example of this category in
the network.
Its refreshing message and
execution will ensure that people
will want to see it again.
7/7/2006 Naja Faysal, Spring 2006 44
45. #8 Market Leading
AXE
axe intl.mpeg
7/7/2006 Naja Faysal, Spring 2006 45
46. #8 Market Leading
This is the best work in the
category in the world.
It leads the market and people will
take the time to rethink their
perception of the brand and the
category.
7/7/2006 Naja Faysal, Spring 2006 46
47. #9 World Class
Amnesty - teleshop
Amnesty - teleshop - 09.mov
alternative
Mc Donalds.mpg
7/7/2006 Naja Faysal, Spring 2006 47
48. #9 World Class
The idea competes with the very
best ideas in the world.
People are talking about it in their
own time.
It will make the brand, client and
network famous.
7/7/2006 Naja Faysal, Spring 2006 48
50. #10 World Beating
This sets a new standard in the world of
communication.
It is an entirely new idea that is highly
involving.
The audience will spend time exploring
and playing with the idea.
It is being talked about world wide.
7/7/2006 Naja Faysal, Spring 2006 50
51. What conclusions can you draw
from going through the top 100
campaigns of the century?
What common thread runs through
the 100 greatest campaigns of 100
years?
What is the defining nature of this
particular instrument of this
particular immortals?
7/7/2006 Naja Faysal, Spring 2006 51
52. It may amuse some, and horrify others
that from the top 100 advertising
campaigns, there are 2 air polluters
(VW & Avis), nutrition less sugar
water (Coca-Cola), 1 reviled
carcinogen (Marlboro), 2 companies
infamous for the use of virtual slave
labor (DeBeers & Nike), 1 purveyor of
savory cardiovascular time bombs
(McDonald’s), 2 booze peddlers
(Absolute & Miller Lite), and 1
cosmetic product preying on the
vanity of women (Clairol).
7/7/2006 Naja Faysal, Spring 2006 52
53. We are NOW inclined to believe
that the best advertising is bound
eventually to emerge from the
biggest categories, and the biggest
categories consists of things
people most desire.
“people do not desire wheat germ”
7/7/2006 Naja Faysal, Spring 2006 53
54. The BIG SECRET of the top ad
campaigns in the century is that
they were able to overflow with the
Human Truth.
These campaigns have discovered
our humanity. They have touched
us, understood us, reflected our
lives and often enough enriched
them.
7/7/2006 Naja Faysal, Spring 2006 54
55. The Marlboro man is the most
successful ad symbol of all time.
His portrayal of ruggedness and
independence is in fact a symbol of
enslavement to an addictive drug,
isn’t it?
7/7/2006 Naja Faysal, Spring 2006 55