The document discusses David Ogilvy, the "Father of Modern Advertising," and his two fundamental laws of advertising - that the message must come from the consumer perspective and that if an ad does not sell, it is not creative. It argues that most Super Bowl ads, which cost millions, fail by these standards as 80% do not increase sales or interest. In contrast, advertising on public radio has higher rates of positive impact and loyalty from listeners due to the credibility and quality environment of public radio.
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
Lessons From A National Industry Awareness CampaignPCI
Crafting an effective industry awareness campaign takes powerful strategy, careful execution and patience. Here is a look at what other industries may take away from the National Biodiesel Board's (NBB) very successful nationwide Advanced Biofuel Initiative.
This document discusses the changing marketing environment and the need for marketers to adapt their strategies. It notes that factors like the explosion of consumer touchpoints through new technology, the increased power of word-of-mouth, partnerships between brands, and the importance of customer experience are driving changes. Marketers need to identify bottlenecks preventing brand growth, explore a diverse set of marketing vehicles, understand brand dynamics, invest optimally, and put an effective strategy together. The fundamentals of having customers and delivering value don't change, but how brands reach customers and what media they use may evolve. Marketers who stay visible during downturns tend to perform better.
10 reasons your marketing should be humanLaurent Bouty
The document outlines 10 reasons why marketing strategies should be human-centric. It argues that marketing should deal with humans, not robots; care about the humans being engaged with; listen to what people say; respect their tribes; value relationships over money; understand people's emotions; be available where people are; capture people's divided attention; respect people's privacy; and avoid frustration and irritation. It provides examples and inspiration from companies like TOMS shoes and Vodafone that demonstrate human-centric approaches.
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
Magazine Media, both print and digital, are the most effective channels at reaching and engaging with Early Adopters and Category Influencers.
Magazine advertising is seen as a positive part of the magazine experience, capturing and holding the attention of readers.
Magazines build deep connections with their audience, with readers more likely to be inspired and persuaded by advertising.
Magazine media is able to play a role at all stages of a consumer’s path to purchase.
Magazines are among the most efficient media channels at converting advertising dollars into actual influence in purchase decisions.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
Lessons From A National Industry Awareness CampaignPCI
Crafting an effective industry awareness campaign takes powerful strategy, careful execution and patience. Here is a look at what other industries may take away from the National Biodiesel Board's (NBB) very successful nationwide Advanced Biofuel Initiative.
This document discusses the changing marketing environment and the need for marketers to adapt their strategies. It notes that factors like the explosion of consumer touchpoints through new technology, the increased power of word-of-mouth, partnerships between brands, and the importance of customer experience are driving changes. Marketers need to identify bottlenecks preventing brand growth, explore a diverse set of marketing vehicles, understand brand dynamics, invest optimally, and put an effective strategy together. The fundamentals of having customers and delivering value don't change, but how brands reach customers and what media they use may evolve. Marketers who stay visible during downturns tend to perform better.
10 reasons your marketing should be humanLaurent Bouty
The document outlines 10 reasons why marketing strategies should be human-centric. It argues that marketing should deal with humans, not robots; care about the humans being engaged with; listen to what people say; respect their tribes; value relationships over money; understand people's emotions; be available where people are; capture people's divided attention; respect people's privacy; and avoid frustration and irritation. It provides examples and inspiration from companies like TOMS shoes and Vodafone that demonstrate human-centric approaches.
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
Magazine Media, both print and digital, are the most effective channels at reaching and engaging with Early Adopters and Category Influencers.
Magazine advertising is seen as a positive part of the magazine experience, capturing and holding the attention of readers.
Magazines build deep connections with their audience, with readers more likely to be inspired and persuaded by advertising.
Magazine media is able to play a role at all stages of a consumer’s path to purchase.
Magazines are among the most efficient media channels at converting advertising dollars into actual influence in purchase decisions.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
The document discusses several challenges facing the online advertising industry, including rapid growth of digital platforms, increased use of ad blockers, reduced exposure on social media due to audience behavior changes, rising costs, and the difficulty of reaching target audiences as Google and Facebook dominate. It also covers topics like the history and types of advertising agencies, how advertising has evolved over time, and key concepts in the industry like reach, frequency, selectivity and efficiency.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
The document discusses advertising concepts, definitions, objectives, techniques, forms, and ethics. It provides information on advertising agencies, campaigns, and effectiveness models like AIDA. Some key points include:
- Advertising aims to persuade audiences to purchase products/services or take action.
- Objectives include increasing awareness, sales, market share, and brand recognition.
- Common techniques are repetition, endorsements, emotional appeals, and association.
- Campaigns involve coordinated messages across media over time to achieve objectives.
- Agencies help create, plan, and manage campaigns for advertisers.
- Effectiveness models like AIDA describe the customer journey from awareness to action.
Remodista RetailSource Paper - Mobile Conversion MadnessRemodista
An Executive Snapshot on Improving Mobile Conversion Rates - Our interactive team of experts gathered collaborative research and analysis focused on improving mobile conversion rates with customers who are seeking transactional experience on their mobile device.
Recent Trends in Advertising
The document discusses recent trends in advertising, including the rise of internet advertising and a shift toward focusing on social issues and common people rather than celebrities. A survey found that 90% of customers are influenced by ads in their purchasing decisions, though many ignore online ads. Over half choose products based on the social messages in ads. Advertising is increasingly using fictional characters and social awareness campaigns to influence customers.
Philip kotler marketing_3.0_seminar_april_4_2011snehalpurohit
The document summarizes Philip Kotler's presentation on marketing trends and the evolution of marketing from Marketing 1.0 to Marketing 3.0. It discusses the loss of effectiveness of traditional marketing approaches and the need for companies to shift to a more strategic, values-driven approach that focuses on all stakeholders, involves customers in product development, and addresses societal challenges like sustainability. The presentation highlights how marketing must adapt to new technologies, empowered customers, distrust in business, and other trends in order to build strong brands and company reputation.
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
The document discusses predictions for the future of advertising from various experts and sources. It notes that while new technologies and platforms will continue emerging, the core importance of creativity will remain. Predictions include brands focusing on entertainment over product promotion; evolving storytelling into immersive experiences; finding authentic purposes beyond promotional messages; embracing trial-and-error through rapid testing; and leveraging cultural insights instead of becoming disconnected from culture. The conclusion emphasizes that overcoming indifference through remarkable creative work is what allows brands to write their own futures rather than just predict them.
This document is the June 2015 issue of Venture Magazine. It includes the following articles:
- An article about a new scientific research facility in Jordan called SESAME that could help advance scientific study in the country.
- An article marking World Refugee Day that examines how to address the Syrian refugee crisis and features interviews with two UNHCR representatives.
- An interview with the CEO of Orange Jordan who outlines the company's strategic plan for the next five years.
- Other regular sections include opinions on topics like disruption in the telecom industry, cuts to hotel electricity rates, and press freedom in Jordan. There are also articles on business, technology products, cars and the stock exchange. An ob
The document discusses how collaborative marketing, where brands market with consumers rather than at them, will drive winning companies in the future. It outlines 5 trends driving the shift to collaborative marketing: 1) democratized product development, 2) close, continuous customer relationships, 3) open organizations, 4) peer-powered media, and 5) measuring influence rather than impressions. It also provides 5 steps for embracing collaborative marketing strategies: 1) audit audiences, 2) engage core brand advocates, 3) align content, 4) do things faster, smarter and better, and 5) empower communities.
The document discusses the history and evolution of marketing. It notes that while marketing as a defined practice did not exist historically, the exchange of goods and services between groups has always occurred through reciprocity, redistribution, trade or markets. Over time, marketing became more sophisticated with the development of business schools, consultants and various definitions that describe marketing as identifying and satisfying customer needs profitably or as the process of exchange between participants. The document argues marketing should focus on its core principles of prioritizing customers, building a respected brand, achieving financial returns, leading the organization, and being socially responsible.
The document discusses how established companies are increasingly facing challenges from smaller, more agile disruptors. Rapid technological advancement is enabling disruptors to fragment industries and engage with customers in new personalized ways. This forces established brands to rethink their strategies and put consumers at the center, gaining a deeper understanding of them and leveraging technology to engage in ways customers want. Digital technology enables total customization, contradicting traditional mass marketing, and consumers now have more control over the brands and content they choose to engage with. To stay competitive in this changing environment, brands must innovate continually and put consumers at the heart of their business.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
The document provides insights into consumer behaviors and cultural trends in China across various industries. It notes that Chinese consumers are increasingly choosing to customize their own products. It also discusses trends related to online shopping, healthcare, automotive, retail, and mobile device usage in China. Changes resulting from policies like the one-child policy are explored in relation to how families and generations interact.
Anticipation is building for Sunday’s Super Bowl, and we know the excitement isn’t just about the game. Brands are making huge bets that they’re ads will capture the interest, and ultimately the business, of the millions who’ll be watching.Even if your company isn’t one of those laying out millions for game-time airtime, there are still ways you can get in on the action. Networked Insights’ Media Optimization Guide, Super Bowl XLVI Edition will show you how to use social data to make every ad perform like a Super Bowl ad using our Audience Sync, Content Sync and Media Sync tools.
The guide discusses how you can use real-time social data to understand your audiences and deliver them relevant content. It reveals how you can reach NFL fans without an NFL budget, and how you can overcome a media lockout. The guide also has tips on leveraging social data to understand a TV show’s audience before it airs, and it takes a look at how you can improve your TV marketing with real-time audience intelligence. Want more? Let’s just say that the social buzz around Madonna’s halftime performance is going to be quite a story unto itself.
The document discusses 4 marketing ideas from SxSWi 2012:
1) New applications of social media like ambient social and social TV.
2) The power of "transmedia" storytelling across multiple platforms.
3) Crowdsourced messaging that incentivizes external networks to create content.
4) Creating products instead of just ads to positively impact consumer lives.
The key takeaways are to adapt to changing social media uses, leverage multi-screen strategies, involve customers in campaigns, and build products people want over clever ads. An open mindset is needed given shifting consumer and technology trends.
Word of Mouth Marketing - Planning and Implementing an Integrated WOMM and A...Advanced Media Productions
Word of Mouth Marketing (WOMM) is driven mainly by customer satisfaction, a two-way dialogue and transparent communications. WOMM strategies include targeting these influencers, participating in blogs and forums, and creating a product with great customer service that people can use or are excited about. Social Media Marketing spreads by itself through the social web and the message must be entertaining, outrageous or have exceptional value. Since a WOMM campaign generates more online buzz when supported by traditional advertising, companies should integrate a WOMM online campaign with offline advertising and plan the integrated advertising carefully so its effectiveness can be measured.
Public radio listeners have higher incomes and wealth levels than the general population. They are more likely to have household incomes over $75,000, $150,000, and $250,000. Public radio listeners are also more likely to be affluent, use financial planners, manage their personal wealth, be business leaders and top managers, and invest in stocks, bonds or mutual funds. This document from Wichita Public Radio provides statistics showing their listeners are a desirable demographic for advertisers.
Prime Auto's sponsorship of WBUR in October 2010 led to a bigger increase in new customers than other media such as print, television, and digital. The increase in Prime customers among WBUR listeners was higher than for other media. The share of WBUR listeners who reported being likely to consider purchasing or leasing a Lincoln automobile doubled during a Q2 2012 sponsorship period, with the percentage of those very or likely to consider Lincoln increasing from 22% to 65%.
The document discusses several challenges facing the online advertising industry, including rapid growth of digital platforms, increased use of ad blockers, reduced exposure on social media due to audience behavior changes, rising costs, and the difficulty of reaching target audiences as Google and Facebook dominate. It also covers topics like the history and types of advertising agencies, how advertising has evolved over time, and key concepts in the industry like reach, frequency, selectivity and efficiency.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
The document discusses advertising concepts, definitions, objectives, techniques, forms, and ethics. It provides information on advertising agencies, campaigns, and effectiveness models like AIDA. Some key points include:
- Advertising aims to persuade audiences to purchase products/services or take action.
- Objectives include increasing awareness, sales, market share, and brand recognition.
- Common techniques are repetition, endorsements, emotional appeals, and association.
- Campaigns involve coordinated messages across media over time to achieve objectives.
- Agencies help create, plan, and manage campaigns for advertisers.
- Effectiveness models like AIDA describe the customer journey from awareness to action.
Remodista RetailSource Paper - Mobile Conversion MadnessRemodista
An Executive Snapshot on Improving Mobile Conversion Rates - Our interactive team of experts gathered collaborative research and analysis focused on improving mobile conversion rates with customers who are seeking transactional experience on their mobile device.
Recent Trends in Advertising
The document discusses recent trends in advertising, including the rise of internet advertising and a shift toward focusing on social issues and common people rather than celebrities. A survey found that 90% of customers are influenced by ads in their purchasing decisions, though many ignore online ads. Over half choose products based on the social messages in ads. Advertising is increasingly using fictional characters and social awareness campaigns to influence customers.
Philip kotler marketing_3.0_seminar_april_4_2011snehalpurohit
The document summarizes Philip Kotler's presentation on marketing trends and the evolution of marketing from Marketing 1.0 to Marketing 3.0. It discusses the loss of effectiveness of traditional marketing approaches and the need for companies to shift to a more strategic, values-driven approach that focuses on all stakeholders, involves customers in product development, and addresses societal challenges like sustainability. The presentation highlights how marketing must adapt to new technologies, empowered customers, distrust in business, and other trends in order to build strong brands and company reputation.
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
The document discusses predictions for the future of advertising from various experts and sources. It notes that while new technologies and platforms will continue emerging, the core importance of creativity will remain. Predictions include brands focusing on entertainment over product promotion; evolving storytelling into immersive experiences; finding authentic purposes beyond promotional messages; embracing trial-and-error through rapid testing; and leveraging cultural insights instead of becoming disconnected from culture. The conclusion emphasizes that overcoming indifference through remarkable creative work is what allows brands to write their own futures rather than just predict them.
This document is the June 2015 issue of Venture Magazine. It includes the following articles:
- An article about a new scientific research facility in Jordan called SESAME that could help advance scientific study in the country.
- An article marking World Refugee Day that examines how to address the Syrian refugee crisis and features interviews with two UNHCR representatives.
- An interview with the CEO of Orange Jordan who outlines the company's strategic plan for the next five years.
- Other regular sections include opinions on topics like disruption in the telecom industry, cuts to hotel electricity rates, and press freedom in Jordan. There are also articles on business, technology products, cars and the stock exchange. An ob
The document discusses how collaborative marketing, where brands market with consumers rather than at them, will drive winning companies in the future. It outlines 5 trends driving the shift to collaborative marketing: 1) democratized product development, 2) close, continuous customer relationships, 3) open organizations, 4) peer-powered media, and 5) measuring influence rather than impressions. It also provides 5 steps for embracing collaborative marketing strategies: 1) audit audiences, 2) engage core brand advocates, 3) align content, 4) do things faster, smarter and better, and 5) empower communities.
The document discusses the history and evolution of marketing. It notes that while marketing as a defined practice did not exist historically, the exchange of goods and services between groups has always occurred through reciprocity, redistribution, trade or markets. Over time, marketing became more sophisticated with the development of business schools, consultants and various definitions that describe marketing as identifying and satisfying customer needs profitably or as the process of exchange between participants. The document argues marketing should focus on its core principles of prioritizing customers, building a respected brand, achieving financial returns, leading the organization, and being socially responsible.
The document discusses how established companies are increasingly facing challenges from smaller, more agile disruptors. Rapid technological advancement is enabling disruptors to fragment industries and engage with customers in new personalized ways. This forces established brands to rethink their strategies and put consumers at the center, gaining a deeper understanding of them and leveraging technology to engage in ways customers want. Digital technology enables total customization, contradicting traditional mass marketing, and consumers now have more control over the brands and content they choose to engage with. To stay competitive in this changing environment, brands must innovate continually and put consumers at the heart of their business.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
The document provides insights into consumer behaviors and cultural trends in China across various industries. It notes that Chinese consumers are increasingly choosing to customize their own products. It also discusses trends related to online shopping, healthcare, automotive, retail, and mobile device usage in China. Changes resulting from policies like the one-child policy are explored in relation to how families and generations interact.
Anticipation is building for Sunday’s Super Bowl, and we know the excitement isn’t just about the game. Brands are making huge bets that they’re ads will capture the interest, and ultimately the business, of the millions who’ll be watching.Even if your company isn’t one of those laying out millions for game-time airtime, there are still ways you can get in on the action. Networked Insights’ Media Optimization Guide, Super Bowl XLVI Edition will show you how to use social data to make every ad perform like a Super Bowl ad using our Audience Sync, Content Sync and Media Sync tools.
The guide discusses how you can use real-time social data to understand your audiences and deliver them relevant content. It reveals how you can reach NFL fans without an NFL budget, and how you can overcome a media lockout. The guide also has tips on leveraging social data to understand a TV show’s audience before it airs, and it takes a look at how you can improve your TV marketing with real-time audience intelligence. Want more? Let’s just say that the social buzz around Madonna’s halftime performance is going to be quite a story unto itself.
The document discusses 4 marketing ideas from SxSWi 2012:
1) New applications of social media like ambient social and social TV.
2) The power of "transmedia" storytelling across multiple platforms.
3) Crowdsourced messaging that incentivizes external networks to create content.
4) Creating products instead of just ads to positively impact consumer lives.
The key takeaways are to adapt to changing social media uses, leverage multi-screen strategies, involve customers in campaigns, and build products people want over clever ads. An open mindset is needed given shifting consumer and technology trends.
Word of Mouth Marketing - Planning and Implementing an Integrated WOMM and A...Advanced Media Productions
Word of Mouth Marketing (WOMM) is driven mainly by customer satisfaction, a two-way dialogue and transparent communications. WOMM strategies include targeting these influencers, participating in blogs and forums, and creating a product with great customer service that people can use or are excited about. Social Media Marketing spreads by itself through the social web and the message must be entertaining, outrageous or have exceptional value. Since a WOMM campaign generates more online buzz when supported by traditional advertising, companies should integrate a WOMM online campaign with offline advertising and plan the integrated advertising carefully so its effectiveness can be measured.
Public radio listeners have higher incomes and wealth levels than the general population. They are more likely to have household incomes over $75,000, $150,000, and $250,000. Public radio listeners are also more likely to be affluent, use financial planners, manage their personal wealth, be business leaders and top managers, and invest in stocks, bonds or mutual funds. This document from Wichita Public Radio provides statistics showing their listeners are a desirable demographic for advertisers.
Prime Auto's sponsorship of WBUR in October 2010 led to a bigger increase in new customers than other media such as print, television, and digital. The increase in Prime customers among WBUR listeners was higher than for other media. The share of WBUR listeners who reported being likely to consider purchasing or leasing a Lincoln automobile doubled during a Q2 2012 sponsorship period, with the percentage of those very or likely to consider Lincoln increasing from 22% to 65%.
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
This resume summarizes Jules Ronald Tavalin's education and work experience in IT. He has a Master's degree in Semitic Languages and a Bachelor's degree in Jewish and Modern Israel Studies. His work experience includes over 10 years of experience as a Systems Administrator and IT Specialist for various companies, managing Windows server environments, Active Directory, and security compliance. He also has teaching experience in religion and biblical languages.
This study investigated the effects of benzo(a)pyrene (BaP) exposure in transgenic nematodes expressing cytochrome P450 cyp1a. Growth assays found cyp1a protected nematodes from BaP exposure during development. Assays also found cyp1a expression did not change DNA copy number or damage in mitochondrial or nuclear DNA after BaP exposure. This suggests cyp1a safely metabolized BaP without bioactivating it to cause DNA damage. Future work will explore the role of related enzyme cyp1b in BaP metabolism.
El documento enumera las principales partes del cuerpo humano, incluyendo la cabeza, ojos, boca, nariz, orejas, hombros, pecho, cuello, brazos, codos, piernas, pies y tobillos.
The document discusses various machine guarding systems for lathes and milling machines, including:
1. Slide & Swing Aside milling machine guards that provide visibility and access while protecting operators.
2. Just Swing Aside milling machine guards that swing aside for access without constraints of a full table guard.
3. Various lathe chuck guards including hinged, sliding, and saddle mount styles to provide protection and visibility.
Dimensions, features, and ordering information are provided for each guard type. Electrical interlocks are included as a safety feature on many guards.
This study examined the incidence and predictors of acute renal failure (ARF) in congestive heart failure (CHF) patients treated with angiotensin-converting enzyme inhibitors (ACEIs). The researchers followed 114 CHF patients treated with ACEIs over 30 days. They found that 25% developed ARF, 15% developed hyperkalemia, and 3% developed severe hyperkalemia. Predictors of ARF included a decrease in average blood pressure of 25 mm Hg or more after starting ACEI treatment, class IV CHF, diabetes, and hypertension. A decrease in blood pressure of 25 mm Hg or more and class IV CHF were independent predictors of ARF based on multivariate analysis.
El documento trata sobre una persona llamada Hernández Leiry. No proporciona más detalles sobre quién es esta persona o sobre sus logros, intereses u otras características relevantes. El título solo menciona un nombre, por lo que no hay suficiente contexto o detalles en el documento para generar un resumen más largo de 3 oraciones.
The document discusses the rise of native advertising and defines it as sponsored content that is relevant to consumers, not interruptive, and looks similar to the surrounding editorial content. It summarizes research conducted on consumer behaviors and attitudes toward native advertising versus traditional ads. The research found that younger generations have a strong preference for native advertising and are more likely to interact with brands online. It concludes that native advertising is effective for reaching younger audiences and is likely to continue growing as these generations age.
The document provides guidance on effective marketing practices during economic downturns. It recommends consistently using multiple marketing channels, such as advertising, direct mail, public relations, and personal contact, to build brand awareness over time. Studies show companies that maintained or increased their marketing expenditures during recessions gained market share and experienced higher sales in subsequent years compared to companies that cut back on marketing.
Advertising has existed for thousands of years and was used to promote wares in ancient markets. It became more prominent in the 19th century as retailers began advertising products and prices. Advertising agencies developed to meet industry needs and professionalized over time. Advertising is now pervasive across many media channels and is designed to attract attention and stimulate desire for products. While it supports economic growth, critics argue advertising is often intrusive, deceptive, exploits children, and can negatively impact culture by promoting materialism. Regulations aim to protect consumers by restricting certain ad content and influence.
Why Social Media Matters in an Economic DownturnEric Anderson
Can social media marketing channels provide an antidote to eroding consumer loyalty in an economic downturn? This presentation examines that question and offers 5 practical ways marketers can improve the efficiency of their marketing through social media.
How Guerrilla Advertising Or Gorilla Online Marketing Can Transform Your Bu...RankSol
Don't know about Guerrilla Advertising, Gorilla Online Marketing, guerrilla online marketing or about guerrilla marketing strategies ? Don't worry we will take of your companies gorilla online marketing and will take your business to the next step. Order our gorilla online marketing packages and get listed in more than 100+ listings in your state or country
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
Sanchar Ad & Events is an advertising organization that aims to provoke customer needs regardless of distance. It designs advertisements with quality parameters and competitive prices to make purchasing simple. The organization uses various cost-effective advertising tools like print, outdoor, broadcast, covert, surrogate, public service, and celebrity advertising to bring clients' businesses to customers' notice. Its goal is to provide innovative advertising solutions.
The document provides a history of online advertising from 1994 to the present. It discusses how banners and click-through rates were initially seen as promising metrics but were later realized to be flawed. Engagement became a new focus as advertisers wanted campaigns that exposed brands for longer. Custom engagements are now desired but remain rare due to economic and logistical challenges in developing truly unique ideas. The future may involve new companies that specialize in creating custom digital experiences for publishers and advertisers.
Advertising has both positive and negative effects on society. Positively, advertisements can promote important causes like donating blood and increase awareness of health and safety issues. However, advertising can also negatively influence society by promoting harmful products like cigarettes and reinforcing stereotypes. Additionally, advertising aims to influence consumer behavior and make people feel they need to purchase unnecessary products. While advertising has benefited causes like disaster relief, it has also negatively impacted society by promoting consumerism and false social standards.
Is native advertising something new, or just a new name? Is it the same as content marketing? How does it relate to social media marketing? Does native advertising work? Does it have negative consequences for society?Should native advertisement be deregulated, or should it be more seriously regulated?
Always wondered what the effects of a promotional product is? Wondered which item is best to buy and has the best ROI?
Read this article and if you have any questions, email me
Chapter17In This Chapter, We Will Address the Fo.docxmccormicknadine86
Ch
ap
ter
17
In This Chapter, We Will Address
the Following Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective communications?
4. What is the communications mix, and how should it be set?
5. What is an integrated marketing communications program?
Ocean Spray has revitalized its brand
through extensive new product develop-
ment and a thoroughly integrated modern
marketing communications program.
PART 7 Communicating Value
Chapter 17 | Designing and Managing Integrated Marketing Communications
Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with their present and
potential stakeholders and the general public. For most marketers, therefore, the question is not
whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and
newspapers, and millions of Internet pages. They are taking a more active role in deciding what
communications they want to receive as well as how they want to communicate to others about
the products and services they use. To effectively reach and influence target markets, holistic
marketers are creatively employing multiple forms of communications. Ocean Spray—an agricultural
cooperative of cranberry growers—has used a variety of communication vehicles to turn its sales
fortunes around.
Facing stiff competition, a number of adverse consumer trends, and nearly a decade of
declining sales, Ocean Spray COO Ken Romanzi and Arnold Worldwide decided to
“reintroduce the cranberry to America” as the “surprisingly versatile little fruit that
supplies modern-day benefits,” through a true 360-degree campaign that used all
facets of marketing communications to reach consumers in a variety of settings. The
intent was to support the full range of products—cranberry sauce, fruit juices, and dried cranberries
in different forms—and leverage the fact that the brand was born in the cranberry bogs and
remained there still. The agency decided to tell an authentic, honest, and perhaps surprising story
dubbed “Straight from the Bog.” The campaign was designed to also reinforce two key brand bene-
fits—that Ocean Spray products tasted good and were good for you. PR played a crucial role.
Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment.
A “Bogs across America Tour” brought the experience to Los Angeles,
Chicago, and even London. Television and print advertising featured
two growers (depicted by actors) standing waist-deep in a bog and
talking ...
Advertising industry - Structure & practicesYasmin Hussain
This document provides an overview of the structure and key functions of advertising agencies. It discusses the typical departments found in most agencies, including account management, account planning, creative, finance & accounts, media buying, and production. Larger agencies may also have separate human resources, research, web development, traffic, and other departments. Each department's roles and responsibilities are described in 1-2 sentences. The document also briefly profiles three influential figures in the history of advertising - Leo Burnett, David Ogilvy, and William Bernbach - and their impact and style.
The document discusses how marketing has become overwhelmed by complexity and how creativity often just adds more complexity. It argues that the solution is less creativity, not more. It provides examples showing that imitating existing broad ideas across industries is more efficient and effective than developing completely new ideas. The key is not the idea itself but the execution and bringing existing ideas to new industries. Successful marketing relies on creating true believers within the organization first before convincing new customers. The context of applying even common ideas can be new enough to galvanize teams.
The document provides an introduction to digital marketing concepts for traditional marketers and agencies. It discusses how consumers have changed and now expect to engage with brands through two-way conversations rather than one-way advertising. It emphasizes that successful digital marketing involves creating conversations with consumers by appealing to them on an emotional level and giving them stories worth sharing with others through word-of-mouth. It also outlines key concepts like user-centered design, microsites, analytics and the importance of a balanced team with the right skills to implement these strategies effectively.
This document summarizes the key arguments for why above-the-line advertising will remain important. It argues that we have become too obsessed with new media and technologies and have overlooked the effectiveness of mass reach advertising. It notes that most people spend far more time with traditional media like TV than online. It also shows that occasional and non-buyers make up a large portion of brand sales and that focusing only on loyal fans will not drive business growth. The document concludes that above-the-line advertising is still necessary to reach mass audiences cost effectively.
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
Similar to On David Ogilvy, Football, and the Real Meaning of Creative (20)
On David Ogilvy, Football, and the Real Meaning of Creative
1. After more than 30 years in the ad business, per-
haps you’ll allow me a few minutes of personal
testimony. I’ve witnessed firsthand the effects of me-
dia deregulation and technical innovation – countless
ownership changes, local staff eliminations, increased
commercialization, content outsourcing, platform pro-
liferation and audience migration – and the impact
these changes have had on our industry.
Like many in our business, I’m a devotee of the early
thought leaders of modern advertising. My library in-
cludes the classics from Al Ries, Roy Williams, Harry
Beckwith and many others. As the media world – and
consumers themselves – change at what seems like an
ever-accelerating pace, I revisit these books to help
maintain my focus during these revolutionary times.
The one with the most wear, Confessions of an Advertis-
ing Man, was written in 1963 by the “Thomas Jefferson”
of modern advertising founders, David Ogilvy.
How did Ogilvy achieve this
distinction? While much
has been written about his
work, I believe Ogilvy be-
came an advertising gi-
ant because of his steadfast
practice of two fundamental
laws, which are even more
important today. First, that
the ad message must emerge
not from the demands of the
client, but from the perspec-
tive, emotions and beliefs
of the consumer. Said Ogilvy: “The consumer isn’t a
moron. She’s your wife.” Second, that no matter how
“creative” an ad might be, it’s a failure if it doesn’t sell.
In Confessions, he wrote, “I tell new recruits that I
will not allow them to use the word ‘creative’ to de-
scribe the functions they are to perform in the agen-
cy.” This “Second Law of Ogilvy” bears repeating:
If it doesn’t sell, it isn’t creative.
Which brings us to football – more specifically,to Super
Bowl XLVII. What would Mr. Ogilvy say about the
spectacle America has created around Super Bowl ads?
Communicus Knowledge Center recently released a
major study based on extensive consumer research con-
ducted before and after this year’s Super Bowl broad-
cast. Here’s an excerpt from the introduction: “Ad-
vertising should make people buy products, or at least
build purchase interest. Judged against this standard,
four out of five Super Bowl XLVII commercials failed
to deliver.”
Four out of five – that’s a failure rate of 80% for com-
mercials that cost millions to produce and millions
to place. Commercials that aired before an audience
of more than 100 million people. Not only did the
clever story lines, cute puppies and dazzling images fail
to generate any increases in sales, they also failed to
generate any measurable increase in consumer inter-
est in the brands. Consumers were entertained, to be
sure. But not motivated to buy, or even attracted to the
brand. 80% of the most costly, highly touted ads in
the world failed to move the needle. Now imagine the
impact of a low budget local ad buy.
By Gray Smith
On David Ogilvy, Football, and the Real Meaning of Creative
If it doesn’t sell, it isn’t creative.
According to Wikipedia, David Ogilvy
is “widely hailed as the ‘Father of Modern
Advertising.’ In 1962, Time Magazine
called Ogilvy “the most sought-after
wizard in today’s advertising industry.”
2. Many on the client side have been surprised to
learn that the advertising industry’s most presti-
gious awards do not take into consideration the single
most important issue – whether or not the campaign
generated any results for the client. Instead, top
honors in the ad world are selected by ad industry cre-
atives, and bestowed purely on – you guessed it – the
creative. It makes you wonder how many creative
awards graced the hallways of Mr. Ogilvy’s agency.
“Resist the temptation to write the kind
of copy which wins awards. I am al-
ways gratified when I win an award,
but most of the campaigns which pro-
duce results never win an award, because
they don’t draw attention to themselves.”
– David Ogilvy
The explosion of ad platforms today has forever
changed the methods by which marketers seek to
connect with consumers. However, many modern
marketers fail to consider the massive change in con-
sumers themselves as a direct result of a 500% increase
in consumer ads since 1980. 500% more ads now
confront today’s tech savvy consumers, in increasingly
aggressive and intrusive ways. Nielsen’s 2013 research
reveals that technology allows consumers to avoid
advertising like never before. According to Forrester
Research’s The Consumer Advertising Backlash report,
“Consumers feel overwhelmed by intrusive, irrelevant
ads. The result: a backlash against advertising – mani-
festing itself in the growing popularity of do-not-call
lists, spam filters online ad blockers, and ad skipping
on DVRs.”
“The average family is now exposed to
more than 1500 advertisements a day.
No wonder they have acquired a talent
for skipping the advertisements in news-
papers and magazines, and going to the
bathroom during television commercials…
As a private person, I would gladly pay
for the privilege of watching [televi-
sion] without commercial interruptions.”
– David Ogilvy
What’s more, the credibility of a traditional ad with
today’s consumers has never been lower. Forrester
Research asked consumers “Do you agree with the fol-
lowing statement: Companies generally tell the truth in
ads.” Those who agreed? 7% – a new low.
So how have marketers responded to the increasingly
elusive consumer? With even more ads. In Under-
standing Advertising Clutter, the Journal of Con-
sumer Marketing reports: “It appears that advertisers’
‘solution’ to audience avoidance of their messages is to
increase the number of messages, so even the effort of
commercial avoidance becomes a source of audience
frustration.”
“Bad advertising can unsell a product.”
– David Ogilvy
Madison Avenue researchers now measure the harm
being done to brands by overly intrusive, aggressive ads.
Ironically, the type of ad most rejected by today’s con-
sumer is the one that’s being most vigorously pursued
by the ad industry – digital. According to a 2012 report
from CMS Wire, 66% of US consumers would stop us-
ing a company’s products or services entirely as a result
of receiving too many online advertising messages.
Why is someone from public radio telling you this?
Over the same period of time that brought about the
dramatic erosion of traditional audiences and the rise in
commercial ad avoidance, the public radio audience in
this market has grown from 75,000 to 184,000 weekly
users, making our audience one of the largest and most
demographically appealing.
3. The same phenomenon has occurred nationally,
with growth from five million to almost 40
million weekly users over the past 20 years.
In addition,public radio leads all major media in our
market in user loyalty – more than twice the loyalty
and time spent listening than that of commercial
radio – and receives more than $1.6 million per year
in voluntary contributions from tens of thousands
of devoted listeners – for free content.
Here’s why that’s good news to today’s marketers.
Remember the failure rate of those Super Bowl ads?
Public radio offers marketers an entirely different
take on 80%:
In addition, 88% of public radio listeners say that
their opinion of a company is more positive when
it supports public radio. 88% positive – that’s second
only to “recommendations from people I know” in
trusted forms of advertising. No other medium of-
fers this “halo of credibility” that connects our listen-
ers to our clients.
20-year media researcher Tom Webster writes in
BrandSavants: “I can certainly confirm that the pub-
lic radio halo effect has a tangible brand impact,both
in terms of public perception and at the cash register.”
Does your creative brief process automatically limit
your media options to only those that carry tradi-
tional ads? On what door in your agency does the
“Creative”sign hang? Maybe it belongs on your agen-
cy’s media department. In today’s ultra-fragmented
media environment, the new “creatives” should in-
clude your media buyers. Have you empowered
them to find the best, most attentive audiences for
your clients’ products, wherever they may be? Do
your copywriters know how to take advantage of the
opportunity that public radio provides?
Jacobs Media Underwriting Research Review
Public Radio = Loyalty
“When price and quality are equal, you prefer to buy products from companies that support public radio.”
of our listeners say they prefer to take their business to our sponsors:80%
0% 20% 40% 60% 80% 100%
41 39 9 3 8
Agree Strongly Agree Disagree Disagree Strongly Don’t Know
“It is easier to sell people with a
friendly handshake than by hitting
them over the head with a hammer.”
– David Ogilvy
4. “The sad truth is that despite the sophisticated apparatus of the
modern agency, advertising isn’t getting the results it used to
get in the crude days of Lasker and Hopkins. Our business needs
massive transfusions of talent. And talent, I believe, is most
likely to be found among nonconformists, dissenters, and rebels.”
– David Ogilvy
Ibelieve Mr. Ogilvy would be
pleasedatthewayhisfundamen-
tal principles apply to marketing
on public radio. Clients’ messages
on public radio are straightfor-
ward, factual, and acknowledge
the intelligence of the listener.
Messages on public radio, which
many of our users have described
as “elegant,” “concise” and “infor-
mative without being obnoxious,”
work because they are believ-
able, and create the emotional
connection with today’s con-
sumer that no commercial ad
can match, no matter how
“creative” it may be.
“If all advertisers would give up
flatulent puffery, and turn to the
kind of factual, informative ad-
vertising which I have provided…,
they would not only increase their
sales, but they would place them-
selves on the side of the angels. The
more informative your advertis-
ing, the more persuasive it will be.”
– David Ogilvy
On public radio, the message
works because your client’s brand
stands for the same values that our
listeners do. Public radio works
because we provide a return to the
fundamentals of effective adver-
tising – a simple, highly credible
message delivered to a large, loyal
audience in an ultra-low clutter,
high integrity environment.
After spending the last 17 years
on the local, not-for-profit side
of media, I can honestly report
that the halo is real. Public radio
is the most responsive medium
I’ve ever seen. Hundreds of busi-
nesses, large and small, entrust
us with their precious marketing
resources. Many of our clients,
some of whom have been with us
for decades, regularly report that
their campaigns on public radio
are the most responsive of all of
their marketing efforts.
We offer your clients a double
win – the opportunity to grow
brand and sales, while simultane-
ously contributing to the quality
of life of more than 180,000 of
their grateful neighbors. That’s
the kind of creativity that I believe
Mr. Ogilvy would most appreciate.
Gray Smith
Director of Development & Marketing
Louisville Public Media
“If you can make yourself indispensable to a client,
you will never be fired.”
– David Ogilvy
All cited research available in our Ad Explosion presentation. Click on “Business Sponsorship” at louisvillepublicmedia.org.