This document provides advice on effective advertising strategies. It discusses the importance of positioning your product before creating ads. A key strategy is to make a clear promise to customers about the key benefit of the product and to avoid making promises you cannot keep. Advertisements should contribute to building a consistent brand image. Big ideas that define a brand may take a long time to develop but can be very successful. Ads should make the product the hero and avoid awards as they can stifle creativity. Psychological segmentation, such as targeting different age groups, can help with positioning.

1. ADVERTISING THAT SELLS
DAVID OGILVY
Arise Roby

2. THE MOST IMPORTANT DECISION
How to position your product?
WRITING YOUR ADVERTISING MATTERS
than positioning
Positioning should be decided before the
advertising is created.
Research can help ,Look before you leap.

3. PROMISE
What should you promise your customer?
A Promise is not a claim or a slogan or a theme.
Promise is a benefit that you make to the
customer.Dont make large promise and then feel
fail to make it.
LARGE PROMISE are the soul of Advertisement

4. BRAND IMAGE
Every advertisement should contribute to the
complex symbol that is the brand image.
95% of all Advertising are created adhoc.
The manufacturer who dedicates more sharply
defined in advertising his product gets largest
share.

5. BIG IDEAS
Big ideas are like big ship sailing in night.It takes
a lot of time.
It requires genius work which even take 20 years.
Like Eye patch for Hathaway shirts.

6. A FIRST CLASS TICKET
It pays to give a first class ticket for your
product.
If your advertisement looks ugly then people
will imagine and name the same for your
product.
And they will be less likely to buy it.

7. DON’T BE A BORE
No body wants to be bored.
Make your customers involved.
Talk like a human being, charm her make her
hungry.
Pull them to participate.

8. BE INNOVATE
IMMITATION IS SELDOM SUCCESSFUL
START A TREND AND WORK BUT IT IS
ALSO RISKY.
IN SHORT BE A TREND SETTER.
PEOPLE LOVE NEW ONES.

9. BE SUSPICIOUS OF AWARDS
Be away from those awards it drowns creative
people.
Make the product hero of your advertising.

10. PSYCHOLOGICAL SEGMENTATION
Positioning the product according to
demographic segments.
Age is the master piece of positioning at
times.