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Consumer perception of the brand changed very positively. The opinion of consumers improved.

Generate promotion interest through high levels of advertising spending. Advertise heavily to build interest in promotions.

Move from product advertising to an educational campaign, one that would instruct viewers on such things as … Move from product advertising to an educational campaign on subjects like …

Using the resources of our organization in Europe, in addition to our Chicago office, we have been able to provide management with alternatives they had previously been unaware of. Our offices in Europe and Chicago produced alternatives that management hadn’t known about.

Based on their small budget, we have developed a media plan which is based on efficiency in reaching the target audience. We developed a media plan that increases the efficiency of their small budget by focusing on prospects.

Two Simple Editing Tips

No matter how good an editor you are already, you will become better if you follow these two practices:

Let time elapse between drafts.

Solicit the opinion of other people.

Print a clean copy of your draft. Set it aside. Get away from it at least overnight. Then come back to it in the morning. You’ll see it with new eyes. Imperfections that were invisible the day before will now pop out at you. Through some alchemy of time, you’ll know what to do about them.

When you ask for comments from other people — colleagues, friends, anybody whose opinion you respect — you’re putting them to work for you. If somebody’s suggestions are helpful, say “Thank you” and use them. If you disagree with them, say “Thank you” and don’t use them. No need to argue or prove your consultant wrong. It’s your work and you are making the decisions. You’ll find that nearly everybody will spot something you overlooked. It can be valuable just to discover a single point that isn’t clear.

The late David Ogilvy sent drafts of all important papers to several of his associates with the handwritten injunction: Please Improve. He was the beneficiary of so many improvements that he lived his last twenty-five years in a sixty-room castle in France.

Editing improved nearly every page of the book you’re reading:

9/20/99

Chapter 5

E-MAIL - THE GREAT MAILBOX IN THE SKY

There was Santa on the stage of New York’s Radio City Music Hall, reading Christmas letters and without making anything special of it, telling thousands of kids and grownups they can reach him at Santa.com. And nobody blinked! We’ve moved from Baby Boomers to Generation X to generation.com.

There’s a larger gap between snail mail and e-mail, and it’s growing fast The U.S. Post Office counts its mail in hundreds of billions; e-messages are counted in trillions, and almost doubling each year.

E-mail does things that letters or phone calls cannot do as well, or cannot do at all. It is easy, fast, simple - and cheap. It’s perfect for quick answers, confirming plans and short messages. It saves money on phone calls, messengers and airfreight bills.

With e-mail, phone tag goes away. As do -time zones, Send at your convenience, the receiver picks up at his or hers And If you do connect on the phone, you are likely to be interrupting whatever the other person is doing, even if it’s just thinking. By contrast, e-mail is civilized.

E-mail helps organizations stay connected and react quickly.

All interoffice communications should flow over e-mail, preaches Bill Gates, “so workers can act on news with reflex-like speed.” He goes on to direct that meetings should not be used to present information: “It’s more effective to use e-mail”.

A generation.com type also cites the benefit of a permanent address: “Physical residence for people my generation changes constantly, but my e-mail address will stay with me forever so people will always be able to communicate with me.”

E mail is easy. Too easy sometimes. Its emphasis on speed takes away from matters that deserve thought and reflection. There are times when nothing beats conversation to solve a problem,