CH-5 how 2 get clients.. Policy of Ogilvy- like J.P Morgan.

Only 1st class business and that in a 1st class way. To get good no. of clients, have good advertising campaign. Showing campaigns.. if you are going to choose advt agency on the basis of price, you are looking through the wrong end of telescope. What you should worry about is not the price you pay for the agencys services, but the selling power of advertising.- about manufacturing company on the decision of choosing an advertising agency for ad campaign. avoid clients whose ethos is incompatible with you. Getting a multinational a/c If u get such kind of a/c which also advertises in overseas markets, u have a fair chance of getting global. Shell petroleum. In such conditions the major competitors are the local agencies. They may appeal their govts. Protection against foreign invaders. when you are a head of an agency, you know that the staff of your agency looks to you to bring in new business, more than anything else. If you fail to do so over an extended period, you sense that you are loosing their confidence Big agency vs. small Difficulties for small agencies- cannot fulfill the requirements of big a/cs like-regional offices, research, sales promotion, direct mail, public relation etc. creativity is not a function of size.- small agencies do get business from small a/cs. Creating house adsPurpose- was to project that the agency knows more about advertising. How to create corporate advertising that gets results- How to launch new products-How to make your sales promotion more profitable-How much should you spend on advertising-How to advertise travel-How to create food advertising that sells.

CH-6 OPEN LATER TO A CLIENT IN SEARCH OF AN AGENCY Sir/mam, If you are in search of an agency, allow me to suggest a simple way to go about it. How to find out clients- go through the pages of magazines or tv ads and find out who did it. Then go through the agencies and try to make good relations with the directors. And take some good advertisements with you and try to ask them how much they charge to companies for those campaigns. Then you can show those agencies advertising campaigns to the clients to get their a/cs and if the agency usually charges 15 per cent then give them 16 per cent. The other agency also gets benefits but your agency will also get much more though you offered the other agency 1 per cent extra. You can get a contract for your agency from the client and can have a good space to get more clients like them. Conflicts- that advt agency should not serve more than one client in the same field.

CH-7 WANTED: A RENAISSANCE IN PRINT ADVERTISING Agency people find making television commercials far more exciting than making advertisements for newspapers and magazines. But certain areas like cigarette companies and others who are not allowed to show their advertisements on tv, would require good print-ads. And that gives a golden opportunity to copy-writers and art directors. Importance of headlinesOn the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 per cent of your money. Headlines- A whiter wash- More miles per gallons- freedom from pimples- Fewer cavities-. Adding news- for a new product or for an improvement in an old product or a new way to use an old product. Recalled by 22 per cent more people Adding the brand name to the headline. E.g. bagpiper soda, nike just do it. Otherwise 80 per cent of people wont be able to get the name of the brand. When you put your headlines in quotes you can increase recall by nearly 28 per cent When you advertise in local newspapers, you get better results if you mention the names of each city in your headline. Your headlines should be like a telegraph. It should say what you really want to say. Avoid double meaning words, puns or other obscurities. Avoid blind headlines which dont tell about brands or products or what it will do for you. Favorite headlines- for lanolin as a cure for baldness- have you ever seen a bald sheep? -for a pile remedy- send us your dollars and well cure your piles, or keep your dollars and keep your piles. ILLUSTRATIONS15 ways to make your illustrations work for their living1. The subject is all important. If you dont have a remarkable idea for it, even a best photographer cant save you. 2. Have some photographs which make readers curious. 3. When you dont have a story to tell, make your package the subject for illustration. 4. It pays to illustrate the end-result of using your product. Before and after photographs have been found so effective to increase the sales

5. Photographs attract more readers than drawings. 6. The use of characters known to people who see your television commercials boosts the recall of your print advertisements 7. Keep your illustrations simple. Dont use crowd scenes. 8. Dont show human faces enlarged bigger than life size. They seem to repel customers. 9. Historical subjects bore the majority of readers. 10. Dont assume that the subjects which interest you will necessarily interest the readers. 11. Know what attracts the people most. 12. When you use a photograph of a woman, men ignore your advertisement. 13. Colored advertisements are expensive but effective. 14. Can have a good quote with your illustration. 15. When you advertise products for use of cooking, you attract more readers if you show a photograph of finished dish than the ingredients. Body COPY Only 5 per cent of readers read body copy. So if you are writing a body copy, pretend you are personally writing a letter to a reader. Dont put any difficult words in body copy. Avoid analogies. Dont use superlatives like our product is the best and all that. Try to add a testimonial in your copy. E.g.maggi Markdowns and discounts shown in a copy increase the recalls. Try to include price of your product. According to him, Long copy can bring more sales generally. the more facts you tell, the more you sell To become a good copy writeruntil you have got a better answer, you copy. Layouts- keep it simple, stupid. KISS. Readers do care for headlines, illustrations and copy but not the layouts usually. Poster a visual scandal A poster should deliver your selling promises not only in words but also pictorially. Use the largest possible type. Make your brand name visible even at a long distance. Use strong, pure colors.

Dont use more than 3 elements in your poster. Subway cards Average rider in new York gets 21 minutes to read your advertisements in subways. Good typography It helps people read your copy. A subhead of two lines between your headline and body copy can increase the interest of readers to read further. Start your body copy with a drop initial. It can increase readership by around 13 per cent. Limit your opening paragraph to a maximum of 11 words. After two or three inches of copy Insert a cross head and then through out. Cross heads keep the readers marching forward. Set key paragraphs in bold or italics Use arrow heads, bullets etc. Use numbers if you have a lot of unrelated facts. The size type- 11 point Use proper line-spacing.