CharVy’s Business & Entertainment InfoFlock

According to Encyclopedia Britannica Online, advertising is “the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised.”

In the ancient and medieval world, advertising as it existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century, weekly newspapers in London began to carry advertisements, and by the 18th century such advertising was flourishing.

The great expansion of business in the 19th century was accompanied by the growth of an advertising industry. It was that century, primarily in the U.S., that saw the establishment of advertising agencies. The first agencies were, in essence, brokers for space in newspapers. But by the early 20th century, agencies became involved in producing the advertising message itself, including copy and artwork, and by the 1920s agencies had come into being that could plan and execute complete advertising campaigns, from initial research to copy preparation to placement in various media.

The Basics

The purpose of the strapline or slogan in an advertisement is to leave the key brand message in the mind of the target (that’s you). It is the sign-off that accompanies the logo. Its goal is to stick: “If you get nothing else from this ad, get this..!” A few well-known examples of these slogans include:

* American Express: “Don’t leave home without it”

* Apple: “Think different”

* AT&T: “Reach out and touch someone”

* Timex: “Takes a licking and keeps on ticking”

* Wendy’s: “Where’s the beef?”

* Wheaties: “The breakfast of champions”

Unfortunately, ad slogans don’t always work, usually because they are generic, ready-to-wear, off-the-shelf lines that are taken out and shined up, ready to be used again and again when the creative juices have stopped flowing. Dozens of advertisers use them without blinking. Their ad agencies should be ashamed of themselves!

Slogans Around the World

Slogan nomenclature varies from place to place. So, what’s what, where? In many parts of the world, and generically, they are “slogans.” In the USA, they are tags, tag lines, or taglines. In the UK, they are end lines, endlines, or straplines. Germany prefers claims while France uses signatures. In the Netherlands, they are pay-offs or payoffs. To the unimaginative, they are rip-offs or ripoffs. And at ADSlogans Unlimited, we call them slogos (the slogan by the logo). Slogans are often treated as trade marks (™ in most countries). The use of the ™ symbol is merely an assertion by the advertiser that they are treating the line as a trademark. It does not assure any legal right. For legal protection, the line must be registered with the appropriate government trademark office, which then confers the right to use the registered symbol (®), and then they get the full protection of the law against poaching. Service marks (SM in the US) are simply trademarks for services rather than products. Trademark laws are similar in most countries. You can check out details at the US Patent and Trademark Office or the International Trademark Association.

A brand name can be a registered trademark, such as Kodak, Xerox, McDonald’s, 7Up, or Coke, but a line such as “your best bet yet!” or “better by a long shot!” can’t be protected for exclusive use. To avoid problems, and when in doubt, check with an intellectual property lawyer.

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NEW YORK (AP) – Buyers returned to Wall Street yesterday, sending stocks higher in a session that was marked by indecision even as the Dow Jones industrials closed up 270 points. Encouraging news from Ford Motor Co. and General Electric Co. calmed the market a day after a massive decline.

Investors wary about the economy drew solace from Ford Motor Co. Chief Executive Alan Mulally, who said the automaker has enough cash to make it through 2009 and might not need government help. Rival General Motors Corp. said late in the day that it needs $12 billion in government loans to continue operating; the news briefly shook the market, but stocks rebounded before the close.

Meanwhile, the market was encouraged after General Electric Co. said it expects to pay a dividend despite projections that fourth-quarter results will near the low end of its previous guidance.

The Dow fluctuated sharply before closing up 270 points at the 8,419 level. The blue chips fell nearly 680 on Monday.

The major indexes all closed with gains of more than 3 percent.

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The global economic turmoil is sending signals that this year’s Christmas season could be the “worst holiday, economically, in decades,” with possible lay-offs threatening employees in the retail sector.

Golden ABC Inc. chief executive Bernie Liu considers Human Resource rationalization as one of the primary shields in fighting for survival, if other cost cutting measures won’t be enough.

“One of the biggest, most flexible and emotional places to cut is ‘personnel’. A company shouldn’t think about who its laying off, but rather whose jobs is it saving by doing what it has to do to stay in the business,” said Liu speaking before Cebuano retailers during the 2nd Philippine Retailers Association-Cebu general membership meeting, Wednesday.

“With inflation rates already shooting up to double digits, consumer spending will be controlled, if not radically changed, with [consumers] choosing to stick to essentials,” said Liu, whose company owns nationally and globally acclaimed apparel brands like Penshoppe, Oxygen, Memo and For Me.

“We might see it in our shelves with inventories hardly moving as we planned. It will show in our income statement and balance sheets,” he said.

Cutting off a job for one employee for instance, might be heartless, but if business could continue as normal, eliminating a certain job assignment, this can actually mark an upside of the economic downturn.

“There are probably employees that companies should have separated for performance issues, but didn’t want to make those hard decisions when times were good,” he said.

Liu, a seasoned Cebuano retailer, said retail companies may be forced to cut overhead costs, suspend expansion and renovation plans and shrink inventories in order to get through 2008, and fight head on to the more threatening challenges next year.

On the other side of the fence though, he said these trying times, should not be a reason for retailers to be fearful and eventually paralyze the business, rather use fear to spur into action.

“Use your fear to heighten your senses. Use this fear to innovate,” Liu said mentioning that when Penshoppe started its business in 1986, it went through several economic unrests, including political troubles in the Philippines, but it has survived through, and now starting to penetrate the international shores with outlets in China, and other countries.

“Golden ABC seems to have a penchant for crises. We launched Penshoppe during the 1986 People Power EDSA Revolution. We opened our first Metro Manila boutique in 1991 a day after Mt. Pinatubo erupted. We invested in our Enterprise Resource Planning [via SAP] at the height of the Asian financial crisis. We opened new brands and expanded in the midst of political unrest and economically challenging times,” he related.

Thus, amid the dangerous moment, retailers should keep in mind that “there is opportunity.”

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A security man has a dream that the plane his boss is supposed to take the next day is going to crash. When he wakes up he calls his boss at home and tells him. His boss decides not to take the plane. Sure enough the plane crashes. The relieved boss calls the young man to his office and gives him a reward — and then fires him. Slightly confused the man asks why. The boss replies, “You were sleeping on the job.”

There are good bosses and then there are bad bosses. Most bosses I know try their best to be good but the current working scenario just could not afford them the luxury. This I will explain.

How many among you believe that as your boss wakes up in the morning he or she will be thinking: “Let me see now…..what can I do for you today?”

While my partners and I teach and train people on leadership skills, while we emphasize the importance of connecting with one’s people and inner circle in the work place, while we shout out the fact that “People will not go along with the leader unless they get along with the leader…..” The fact remains that even though your leader is as nice and magnanimous as he or she can be, nobody will care about your career more than you do. Well with a few exceptions like perhaps your parents or your spouse. What this means is that you have to take responsibility for managing your own career and never even for a moment consider leaving it to anyone else.

Your bosses, your co-workers, your direct reports are mainly focused on themselves and their careers. This is not to say that those around you at work are not interested in helping you succeed, but their own career’s trajectory, projects and future promotions will be their main concern. This is why you should start thinking like you’re the boss. You are a company of one and that is You Inc. as Tom Peters would say. Start cultivating the mindset of a CEO, marketing manager, HR director maybe. Or perhaps the head of product design and you be the talent coordinator, the agent representing yourself. Start cultivating an employer’s mindset. The employee mindset person will never get ahead in life because he or she is merely compliant while the employer mindset person is committed.

Job security today is a myth. No company is crazy enough to offer lifetime employment. Only you can guarantee yourself lifetime employability. International competition, mergers and acquisitions have eradicated job security but the fact remains that no company want to lose good people. Work stats in America reveal that the average working American will now have between 10 and 12 jobs and three to five careers during his or her lifetime. Meanwhile, people across the board – including your boss, his or her boss, and the bosses of your bosses are being asked to juggle more and more assignments, often combining the responsibilities of two or three people into one job. Of course you know what this is called: “Multi-tasking.” They’re having a hard time making their own careers work so how can they have the time to take care of yours?

Knowing yourself is as important as knowing how to do the job.

Not only cows or cattle are branded. Ask the marketing experts. They will tell you that you yourself should build your own brand. A brand that says you are not only good in what you do, you are a master craftsman. You are reliable and trustworthy. You have the drive to succeed. And you have the leadership skills needed to help propel your people and your company to greater heights and success.

If you want to stay competitive and ahead of the game, keep your hard skills sharp. But work hard on your soft skills too. Making this happen is not your employer’s responsibility, it’s yours. All things being equal, the person with a better attitude is always preferred over one who does not have it. The world does not owe you a living. Your years of stay in a company should match your growth in skills and abilities. Seniority today is not a basis for getting ahead unless you have the necessary skills to show it. Self-leadership is the key.

There really is a grain of truth in the saying that a well-dressed man will get a second look. Truly fashion speaks a lot and conveys impressions to other people. Accordingly, we are being judged on how we talk and how we look. It is therefore important that we convey a good impression to other people by means of selecting the appropriate dress in an occasion. To stay one step ahead, it is important to look your best. And one of the best ways to leave a very good impression is to accentuate your personality and make it appear more striking by selecting the best suit that suits your own unique style.

The type of clothes that a person wears has a telling effect as to what particular type of personality he has. The dress that you wear daily likewise gives other people an idea to what profession you belong. Nurses, doctors, chefs, and other professionals have their own distinctive ways of making their profession known—their uniforms tailored with excellent and classy style are definitely a way of putting glamour to their profession.

What you wear makes a difference in how people look at—and judge you. You may not be that smart, but given the suitable get-up, you can look stylish and smart. It has been said that 90% of you is covered by apparel.

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To complement your dignified and corporate look, add to your target goals a leadership development program through which you can acquire the qualities that will help you attain success in your career. Leadership development is really indispensable to make you ready and equipped in pursuit of your goals.

Starting an Internet business is not a difficult task but running a successful Internet business can be a bit more difficult. There are thousands of people that have their own online business but many of them are not having any luck at all. If you want to be successful while running your Internet business there are a couple of tips you can follow.

1. Before you can run a successful Internet business, you are going to need the necessary knowledge. In other words, if you are looking to start an Internet business, choose an industry that you are familiar with. By doing this you will ensure yourself of knowing where to start and how to handle problems as they arise. Of course, it is possible to run a successful Internet business even if you do not have past experience. You will just want to make sure that you do your homework before starting. This way you will have some background information on the industry instead of simply going into the venture blind.

2. Make sure that you are organized from the very start. The most successful Internet businesses are ones that have a quality business and marketing plan in place from the start. This will allow you to follow your plan as the days go by so that you do not get lost. It is hard to be successful in anything if you do not know where you are trying to go. A business plan will give you an idea on how you want your company to progress, where as a marketing plan will direct you on how to grow your company. These are two things that are synonymous with every successful Internet business.

3. Never be ashamed to ask for help if you are having a rough time. A lot of business owners do not like to ask other people for help because they do not want to hurt their pride. This is something that you should come to grips with before you even get started. It is impossible to know everything about your industry but there are times when you will have to ask questions. Instead of thinking of this as a bad thing, why not look at it as a way of making new business contacts? If you are having a technical problem that you cannot figure out, you should get in touch with an IT company right away. There is nothing wrong with doing this. In fact, if you do not ask questions, you will only be holding your company back.

By following the tips above you will be well on your way to running a successful Internet business. Remember, anybody can run a business but to be successful you will have to be determined.