Advertising Statement Essay Example for Free

Advertising Statement Essay Rosser Reeves was the one who invented the term â€Å"USP†. The Unique selling proposition is sometimes referred to as â€Å"product difference.† In rare cases, some products or services have a unique and impressive proposition/benefit. A unique selling proposition is the ultimate proposition because its one that no other competitor can claim. It has to be something that you could also sell from. The concept of a unique selling proposition, or USP, is based on a benefit statement that is both unique to the product and important to the user. The heart of a USP is a proposition, which is a promise that states a specific and unique benefit you will get from using the product. If the product has a special formula, design, or feature, particularly if protected by a patent or copyright, then you are assured that it is truly unique. This is why a USP is frequently marked by the use of an â€Å"only† statement, either outright or implied. There are various methods that can be used to find a USP as it is demonstrated in advertising strategies and ideas. Strategy in Advertising In advertising, â€Å"strategy† refers to the overall marketing or selling approach. It is the thinking behind the concept/idea. (The thinking behind the thinking, if you like.) Decisions about selling premises are central to the overall advertising strategy. The strategy (or strategic thought) can come from a proposition/benefit of the product, how it used, the market background, the choice of target audience, or any combination thereof. Every strategy should have an element of distinction ( small or large ) from the competition’s strategies, as should the proceeding concept and campaign. All strategies should be written in the form of a strategy statement, also known as â€Å"creative brief†. However, there are several questions we should seek to answer to cover the area of strategic analysis. Competitor, best prospects, and what buying appeals have the greatest leverage. At the corporate level what takes place in the advertising department would be seen as tac tical whilst in the advertising department this would be seen as strategic. * Corporate strategies are concerned with the major functions of the company, and cover finance, human resource management, production, administration, and marketing. * Marketing strategies are concerned with ANSOFF’s matrix and the marketing mix. * Promotional strategies are concerned with the promotional mix options (advertising, sales promotions, PR, publicity, selling, sponsorship, exhibitions). Effective Advertising Advertising that is effective creates the message that best expresses the product-prospect relationship. In addition, the message has to be intrusive enough to battle through the clutter in the contemporary media marketplace. To reach the effectiveness in advertising, a creative strategy should be involved in the process. It has to sell the product effectively by promoting them through smart and well designed advertisement. Creative Brief When forming a strategy from which to create ideas, it needs to be written down in a black and white. This helps to focus and steer the formation of ideas from the onset. When people suggest that an idea is â€Å"off strategy,† they mean that it doesn’t relate back to the defined strategy, and will therefore be much harder to sell the idea to the client. By having a strategy statement at hand, you can keep referring back to it whilst generating ideas from that strategy. It is very hard, even if you are an experienced creative, to produce a great campaign idea (or even a single one shot) without a solid, tight strategy. In short, the better you are briefed, the easier your job will be. A poorly defined, vogue, â€Å"wooly† brief is no use to a creative person, nor is highly specific one that restricts the number of ideas. Below are the basic examples of the headings in a creative brief, * Client * Product/service * Product and market background (supposition) * Competition * Business/Advertising Objective (problem to solve) * Media * Target market/Group/Audience * Proposition/Promise/Benefit * Proposition Support Points * Tone of Voice * â€Å"Mandatories† (Inclusions/Exclusions) Media in Advertising The choice of media depends upon the type of product or service being advertised, the target market, and the client’s budget. Each campaign can be in one form of media, or multiple forms. Traditional advertising media includes print, TV, and radio. Non-traditional includes ambient and guerrilla concepts. In addition, there is direct media, and interactive media. In the UK, each type of media is defined by its relation to a hypothetical â€Å"line† that divides the two. Traditional media is â€Å"above the line,† whereas direct marketing and interactive advertising is â€Å"below the line.† Companies that produce work in all the forms are referred to as â€Å"through the line† agencies, or â€Å"full service.† Other divisions within advertising include sales promotion, and business-to-business. Whereas business-to-consumer advertising, once the skill is developed, the same creative process can easily be applied to these other forms of media an d advertising. Positioning All products and companies, as seen by the customer, occupy some kind of ‘position’ in the market whether they intend it or not. This might be, for example, high price-high value, low price-low value, high price-low value, good company-not-so-good company and so on, when compared with comparable competing products and competing organizations. Most modern organizations now attempt to actively influence this position in the market by matching product and corporate benefits with the needs of clearly identified segments. The managers have performed professionally, be integrated to match the identified needs of the target market. Positioning is how the marketer wants the consumer to view its product relative to the competition. Although product differentiation plays a role in creating a product position, product differences account for only part of a product’s position. A positioning strategy also includes the manner in which a product’s factors are combined, ho w they communicated, and who communicates them. The size (and value) of the advertising corporate and brand positioning is crucial to the well-being of any company and so should be left to the agency professional. Copywriting Copywriting is an essential part of the design communication mix, and those of us who do it for a living will tell you that crafting massages and telling stories is a rewarding mental process, even in the business context. You’ll find that being able to generate a response from your audience is a valuable and highly sought-after skill. Copy (or text, or words) used in design is a very particular type of creative writing that requires the inspiration of an artist and the control of a craftsman or craftswoman. In comparison to the rails on which the copywriter runs, the novelist or poet has no limitations. Poetry and storytelling are flights of the imagination, with no client or news editor to bear in mind. Whether the personality of the writer shines through directly or indirectly, this is the purest creative writing – it can take off in any direction, be as fictional as it wants to be, and go wherever it pleases. Writing copy, however, is all about sticking to brief, while paying homage to the creativity and style of the poet and storyteller. Journalists and copywriters are commercial writers, but the essence of the role is completely different. In most cases journalist have to create the story from the scratch, usually by following leads. They will have to research the facts to get to the heart of the matter, discover the different viewpoints and opinions, and bring this material together accurately and coherently. Articles are often written to a tightly defined structure, while features can allow more room for individual expression and the interweaving of the writer’s viewpoint. The message has to be factually correct, balanced, and fair, but the writer is allowed to take a stance, which could reflect that of the newspaper or, in the case of regular column, the writer’s opinion. Copywriting borrows from all other fields of writing in its quest for creative expression, but ther e is no room for your personality in the copy that you write; you are simply a scribe, a hired mouthpiece for your client, and it is the brand’s voice that must come through, loudly and clearly.

Equity in the Classroom Essay -- Teaching Education

Equity in the Classroom The concerns regarding equity issues in math and science may seem minimal, but in reality are very large. Usually unintentionally, teachers pay more attention, and give more positive attention to boys in their classrooms. This is especially noticed in the areas of math and science. â€Å"Girls are equal to or ahead of boys in achievement† (Sadker, 1993, p. 67) in the early stages of schooling. So why do boys seem to do so much better in math and science in the later school years? Perhaps it is not that boys are just smarter than girls are. Studies have shown that teachers give boys more attention in the early and crucial years because they fear that the boys will fall behind in their school subjects, and that boys are more daring--more willing to take a risk and answer a question, even though it may be wrong. Sadker, Sadker, and Stulberg (1993) pointed out that there are four basic teacher reactions: praise, criticism, remediation, and acceptance. Teachers also direct these reactions to certain students. Most often, boys are given praise and remediation. This gives boys better self-esteem, plus they are learning how to fix their mistakes. Girls are given criticism and acceptance. Acceptance is classified as okay or good. Acceptance is much different than praise, because praise is much more in depth. Girls get accustomed to hearing that their work is okay and they do not ever expect to do any better than okay. Therefore, girls have less confidence when it comes to school subjects, especially math and science. So how does one create an equal atmosphere in their classroom? Sadker (1993) suggests that teachers desegregate their classrooms, move to several places around the classroom to t... ...ne might think that more women might strive to get one, and actually earn one. These statistics make it clear that teachers need to encourage their students to do well in math and science. Girls need to realize that they can excel in their studies and really achieve the possible that is made to seem impossible. Works Cited a. North Central Regional Educational Laboratory Website (NCREL). (accessed on: 3/6/2001). Increase participation in mathematics. http://www.ncrel.org/sdrs/areas/issues/content/cntareas/math/am1partc.htm. b. North Central Regional Educational Laboratory Website (NCREL). (accessed on: 3/6/2001). Disproportionate number of women, nimorities, and the poor. http://www.ncrel.org/sdrs/areas/issues/content/cntareas/math/ma1dspr.htm. Sadker, M. & Sadker, D. & Stulberg, L. (1993). Fair and Square? Instructor, 3/93, 44-46 & 67-68.

Bakhsh letter

As an international pilot with 11 years experience, I would make a great addition to your flight staff. I am trained and certified to fly by both the Unites States’ Federal Aviation administration and the Saudi Arabian General Authority of Civil Aviation, having studied on planes in both of the countries. Because I am fluent in both English and Arabic, I am a great asset to any company with flights into Northern Africa.From my enclosed resume, you will note that I have a strong record of accomplishment during my time as a pilot. I began as first officer on a Boeing 737 and move up to my final position as first officer on a Boeing 777 before being made captain of a McDonnell-Douglas 90. Since then, I have been again promoted and currently serve as Captain of an Embracer E170.In addition to my flight experience, I have had international pilot training courses with Boeing, in Seattle, WA, USA, and Embracer in Zurich, Switzerland. I am a responsible Captain, taking the utmost care to assure that my aircraft is well-cared for and my passengers arrive safely at their destination. Thank you for taking the time to review my resume and credential. I look forward to the opportunity to meet with you to discuss how I may be an asset to your company. Sincerely, Ca. Hani Atef Bakhsh

Essay on Children Innocent Victims of Domestic Violence

Domestic violence is comprised of willful intimidation, assault, battery, sexual assault or other abusive behavior committed by an intimate partner against another. According to The National Center for Victims of Crime (2011), aggressors of domestic violence persistently disparage, degrade or humiliate their partners. Unfortunately, domestic violence victims are known to habitually blame their own actions, rather than the violent behavior of the abuser. Conversely, violence perpetrated by abusers is repetitively self-driven and depends little on the victims behavior. The use of psychological, emotional, and physical abuse fused together with episodes of respite, love, and happiness are premeditated coercive tools used to generate†¦show more content†¦Research reveals that thousands of women are suffering from exploitation by their husbands each year, and regrettably, the children who witness the horrid violence are left in emotional turmoil. Children who witness domestic vio lence are at an enormous risk for having adverse consequences associated with psychological, emotional, and behavioral problems. Children who witness domestic violence are victims themselves and growing up amidst violence predisposes them to a multitude of social and physical problems. Constant exposure to violence and abusive role models teaches children that violence is a normal way of life and places them at risk of becoming societys next generation of victims and abusers. Potential Effects for Children Who Witness Domestic Violence The prospective negative effects from witnessing domestic violence fluctuate across the age span. Children who are placed in volatile situations related to domestic violence are at extreme risks for psychological, emotional, and behavioral problems. A study conducted by Vickerman Margolin (2011) revealed that thirteen percent of children exposed to domestic violence aggression were prone to meeting the criterion of posttraumatic stress disorder (PTSD) while over fifty percent met the criterion for intrusive thoughts after witnessing the abuse. When factoring in the attachment perspective, a child may act in response with disorganized attachmentShow MoreRelatedIts Time to Speak Out Against Domestic Violence Essay561 Words   |  3 Pageshusband or boyfriend. In this country, domestic violence is almost as common as giving birth. There is, however, hope for these women; help is available. nbsp;nbsp;nbsp;nbsp;nbsp;Domestic violence occurs way too often in American society. There are many reasons why people need to speak out against domestic violence. One reason is that statistics show that most abusers will continue to abuse until they are arrested. Another reason is that domestic violence doesnt only physically harm a woman;Read MoreDomestic Violence Essay1297 Words   |  6 PagesDomestic Violence Sandy Ojeda BSHS/302 April 30, 2012 Karen Miner Domestic Violence People who live together trust one another. Children trust parents to love them not to hurt them and give the economic support as well as the emotional support to grow up, in a romantic relationship a women should be able to trust the man she is with as well as man should be able to trust the women she is with. One thing that breaks trust in these relationships is abuse. Abuse Abuse varies in every relationshipRead MoreDomestic violence1229 Words   |  5 Pagesï » ¿ 3/1/13 Domestic Violence Persuasive Essay Final Draft â€Å"Every year, in the United States there are over 3 million incidents of reported domestic violence. Every year, 4,000 victims of domestic violence are killed.† (Domestic Violence: Disturbing Facts about Domestic Violence). 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The battered women movement goal was to seeRead MoreAn Definition Of Domestic Violence Essay1208 Words   |  5 PagesThe definition of domestic violence, or intimate partner violence, is a multiple or single incidence of abusive behavior that uses oppression, threats, isolation, and fear that often results in psychological and/or emotional trauma. Intimate partner violence is not a specific gender issue; a common assumption is that victims of abusive relationships are only women, which is a false belief. According to the National Coalition Against Domestic Violence, 1 in 4 men have experience some type of psychologicalRead MoreThe Effects Of Domestic Violence On Children1423 Words   |  6 Pages All individuals who work at a center involved with domestic violence should hear my concern about how late elementary to late high school students lack the knowledge about domestic violence. Many individuals are not aware about who is being domestically violated in their communities. We should have a program that shows ways to cope, tell, and prevent domestic violence. This would educate students about what is considered as domestic violence. The students deserve to be herd; this program willRead MoreCreating Adolescent Oppressors1575 Words   |  7 PagesDomestic violence occurs everyday. It seems as though it is a natural occurring phenomenon in our lives. Looking toward the youth, domestic violence can lead to major problems in their lives. Their choices and feelings in the world can be formed and revolved around the effects of domestic violence. Although they are young, innocent individuals, middle school children have the potential to become monsters if violence occurs often in their lives. It is simple really. If they can get hurt by peopleRead MoreUnderstanding the Domestic Violence Epidemic Essay example1561 Words   |  7 PagesDomestic violence is an epidemic in our society with dramatic, negative effects on individuals, families and communities. Domestic violence is a crime that knows no economic, racial, ethnic, religious, age or gender limits. Women who are victims of domestic violence most likely are a lso victims of sexual assault and, stalking. A domestic violence victim may experience systematic rape in addition to physical and psychological abuse. According to Backman, (p.54) nearly one in every four womenRead MoreDomestic Violence1120 Words   |  5 Pagesstatements that one hears when discussing domestic violence. When video broke of NFL player Ray Rice, hitting and knocking out his then girlfriend Janay, those were the types of questions that erupted on social media. Instead the question should have been, â€Å"Why did he hit her?†, â€Å"Why didn’t he show any emotion or remorse?† â€Å"What is wrong with him?† This is known as victim blaming, and it is unfortunately all too prevalent in our society today. Domestic violence is a dirty little secret that no one wantsRead MoreSolutions to the Problem of Domestic Violence Essay822 Words   |  4 PagesDomestic violence is skyrocketing in our society. In the U.S., as many as 1.5 million women and 850,000 men were physically assaulted by their intimate partner last year, and numerous children abused by their parents. These sad criminal acts will continue to grow in our society, unless our community takes action to stop these crimes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   First of all the most important tool we have available against this type of crime are the authorities, which include the police department, hospital, and