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  • Classic Advertisements

    2007-03-08 17:46:53

    David Ogilvy sold.

    His copy was written to sell products and followed the basic rules of advertising: research and position the product, develop a brand image, and have a big idea.

    "It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night."

    Here is one of Mr. Ogilvy's big ideas. 

    Hathaway(1953)

    Back to the drawing board. 18 times. David Ogilvy ran through 18 copy ideas for shirt-maker client Hathaway's inaugural campaign before striking on Baron Wrangell, "the Man in the Eyepatch."

    With this mysterious character, Ogilvy provided Hathaway — which had produced fine shirts to little commercial effect for 116 years — with "story appeal," a concept Ogilvy had learned from research wizard Harold Rudolph. How, readers wondered, did this dashing fellow lose an eye? An assassination attempt? A barroom brawl? Initially interested in the patch, readers came to be interested in the shirts — and bought enough to more than double Hathaway sales in less than five years.

    The always-intriguing Man in the Eyepatch makes his print debut.

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  • David Ogilvy Remembered

    2007-03-07 18:47:31

    David Ogilvy said "You will never win fame and fortune unless you invent big ideas."

    He followed his own advice; Mr. Ogilvy helped establish modern advertising. Among his big ideas: positioning a brand, taking advantage of consumer research, and building a corporate culture.

     

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  • History of Ogilvy

    2007-03-07 18:42:33

    Starting with no clients in 1948, Ogilvy has since grown into a worldwide enterprise.

    From the very beginning, David Ogilvy intended to have a different kind of company. He knew that if he was going to be successful as an expatriate running an under-capitalized offshoot of an old British firm in the country that invented modern advertising (in the city that was its epicenter), he would need to build a strong agency brand. The first two fundamental components of that brand would be the quality and diversity of the people, and the quality and class of the operation. "Only first class business, and that in a first class way."

    The third component was his belief in brands. "Every advertisement is part of the long-term investment in the personality of the brand."

    David worked relentlessly to instill the belief that our job is to make advertising that sells, and the advertising that sells best is advertising that builds brands. We practice what he preached. Over the past 50 years, Ogilvy has helped to build some of the most recognizable brands in the world: American Express, Sears, Ford, Shell, Barbie, Pond's, Dove, and Maxwell House among them, and more recently, IBM and Kodak.

    Our history is the evolution of one man's thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny.


     

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  • 世界名牌精彩英文广告词

    2007-02-06 00:51:35


    　　百事流行鞋

    　　Ask for more. 渴望无限。

    　　麦当劳

    　　I love it!我喜欢！

    　　雪碧

    　　Obey your thirst. 服从你的渴望。

    　　麦斯威尔咖啡

    　　Good to the last drop. 滴滴香浓，意犹未尽。

    　　百事可乐

    　　The choice of a new generation. 新一代的选择。

    　　雀巢冰淇淋

    　　Take time to indulge. 尽情享受吧！

    　　索尼影碟机

    　　The new digital era. 数码时代。

    　　理光复印机

    　　We lead. Others copy. 我们领先，他人仿效。

    　　三星电子

    　　Feel the new space. 感受新境界。

    　　飞利浦电子

    　　Let's make things better. 让我们做得更好。

    　　东芝电子

    　　Take Toshiba, take the world. 拥有东芝，拥有世界。

    　　三菱电子

    　　We integrate, you communicate. 我们集大成，您超越自我。

    　　万宝路香烟

    　　Come to where the flavor is. Marlboro Country. 光临风韵之境——万宝路世界。

    　　摩托罗拉手机

    　　Intelligence everywhere. 智慧演绎，无处不在。

    　　凌志轿车

    　　The relentless pursuit of perfection.不懈追求完美。

    　　丰田汽车

    　　Poetry in motion, dancing close to me. 动态的诗，向我舞近。

    　　IBM

    　　No business too small, no problem too big. 没有不做的小生意，没有解决不了的大问题。

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  • Useful Phrases and Sentences in Advertising English

    2007-01-15 00:31:03

    Insurance and Consulting

    1. Money. It's just not what it used to be.

    2. Security may be priceless, but we found a way to make it afffordable to everyone.

    3.Take your first step toward insurance planning today. Talk with an insurance specialist.

    4. Personal Insurance Programs

    .Life  .Disability  .Long Term Care

    5. Save Up To 70% On Life Insurance

    If you're in good health and a non-smoker, you may qualify for 5, 10, 20 or 30 year term life insurance. Call for a free no-obligation quote.

    Call us today and see how you may save up to 70% on your life Insurance.

    6. AFFORDABLE LIFE INSURANCE

    7. Are you paying too much for your term insurance?

    8. " ... but it was only a brush fire!" How to protect your home from wildfire.

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  • Media Planning

    2007-01-09 00:28:22

    Media Planning

    Part Two
    A: The media strategy is to show how the media objective should be achieved.
    B: How can the media strategy be developed?
    A: I think you remember the advertising strategy I once told you, don’t you?
    B: I do. The advertising strategy integrates the elements of the creative mix.
    A: Then the media strategy integrates the elements of the media mix.
    B: Does the media mix refer to the set of the media chosen for the same advertising?
    A: That’s only part of the media mix. The elements of the media mix can be expressed in 4Ms――namely markets, money, media, and methodology. Markets consist of all possible target audience. Their psychology and behavīor should be analyzed in the media plan. In terms of money, the media planner should consider the allocation of budgets between different media, different regions, and different audience segments. The media element in the media mix refers to all possible communication vehicle of the advertising such as television and newspaper.
    A: What does the methodology in the media mix refer to?
    B: It refers to some specific considerations, like the length of the advertising time or the size of the advertising space.
    A: Are there any quantitative approaches that can help the media planner to analyze the markets?
    B: The market and money elements of the media mix also depends on the sales potential of each area. Therefore, the media planner can employ BDI to gauge the sales potential of different markets. BDI is the initial of brand development index. The index can be obtained by the dividing the percent of the brand’s total national sales in the area by the percent of total national population in this area and multiplying the ratio by 100. The higher the BDI, the greater the brand’s sales potential in that area.
    B: In my opinion, whether a medium fits the style and the theme of the ad has a great influence on the media element of the media mix.
    A: You are quite right there. For ads of different styles and themes, different media may have to be chosen. Ads differ in many respects. Some are simple, while some are complex. Some are rational, while some are emotional. Complex messages require greater size of space or longer time for explanation. They can be remembered only when the frequency has reached a certain level. In return, the size of space and the length of time have a direct influence on the methodology of the media mix. In print advertising, a full-page ad attracts more attention than a quarter-page ad, and a color ad more than a black-and- white one.
    B: But given limited budgets, it’s not easy to select the media and determine the methodology.
    A: Besides, product features influence all elements of the media mix. Products with short purchase cycles like convenience food require more frequent advertising.
    A: The media plan seems to involve no fewer issues for consideration than the overall advertising plan.
    B: It’s true.

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  • Media Planning

    2007-01-04 20:50:03

    Media Planning
     
    Part One
    A: I guess the media plan is decided when the overall advertising plan is made, isn’t it?
    B: Yes. For many advertising campaigns, the media plan and the overall advertising plan are simultaneously made.
    A: What’s included in the media plan?
    B: The purpose of the plan is to answer such questions as: Where should one advertise? Which media should one use? When during the year should one concentrate the advertising? How often should one run the advertising? It’s not easy to find the answers, so quite a few advertisers make the research especially for the media plan. Generally speaking, the media plan involves the following steps, defining the media objective, establishing the media strategy, choosing media, and scheduling the placement.
    A: Does the definition of the media objective mean the definition of the target audience?
    B: Far from than that. The more important is to define the message distribution objectives――that is, to find answers to such questions as：How much of the target audience is to be exposed to the advertising? Where? How often? These questions involve some basic terms like reach, frequency, gross rating points and continuity.
    A: I know nothing about these terms. Please explain them to me.
    B: Reach refers to the percentage that how much of the target audience is exposed to the advertising during a certain period. For example, the number of the target audience is 100,000. If 80,000 of them are exposed to the advertising during the first month after the placement, then the reach for the first month is 80%. It can also be expressed in the raw number――that is, 80,000.
    A: If one is exposed to the ad, but the ad doesn’t impress him at all. Is he to be included when calculating the reach?
    B: He should be. That is the shortcoming of reach as an indicator. The better approach is to use effective reach as the indicator. It measures how much of the target audience at least become aware of the product after the exposure.
    A: It seems as if reach doesn’t take into consideration how many times an audience is exposed to the ad, right?
    B: Right. But it can be measured by frequency. Frequency refers to how many times on the average each of the audience who are exposed to the ad has seen or heard the ad during a certain period. It is a very important indicator, for repetition is key to memory. Media planners should decide on the effective frequency. The effective frequency establishes the average number of times a person must see or hear a message before becoming aware of it.
    A: What is the effective frequency in general?
    B: Four to seven times a month. But the number is not absolute, for it depends on many factors. For example, two or three times is enough for some popular products like the computer. But as for products like instant cereal which are not interesting to the general public, it may have to be a dozen times.
    A: Oh, I see. Then how should we calculate the gross rating points?
    B: Frequency by reach and by 100. Supposed 60% of the target audience have seen or heard the advertising, and each of the 60% has seen or heard it four times on the average. The gross rating points is 240――that is, 60% by 4 and by 100. Just now I mentioned continuity. It means the length of the advertising campaign.
    A: I guessed it out when you mentioned it just now.

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