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How to create better advertising Essay


A company as starts developing and expanding it begins to launch a brand and every step of an organization is to improve its brand value. Smart marketers understand the value of their brands and protect them in every way possible. Apple for example is known for its innovation, may it be its functionality, design, or features. Its high brand value is what brings with it loyal followers who are ready to pay any premium price offered.

Dominant companies like Wal-Mart know that success is built on the foundation of a single idea, around which everything is oriented. Advertising is just one of those. Coca cola is one product which is chosen by different people for their different personal reasons. Some like it for its taste, some go for it quenching their thirst and some just like the combination of caffeine and sugar. How can coca cola market it for all the different people? This is by the concept of happiness. Coke thus has decided to equate its brand with happiness.

GE puts its commitment to imagination on its website in ways like “From jet engines to power generation and financial services to water processing GE’s people are worldwide dedicated to turning its

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imagination into leading products and services”(Carroll, 2008). For GE imagination at work is more than a slogan or tagline.

Media has a great influence on everyone today, and thus topic is chosen by me in order to help me understand and make people understand how to make the correct use of it. Happiness, innovation, and imagination all these aren’t advertising but business ideas. For advertising to be effective the company has to ensure that it is rooted in the idea that animates the company. If you can cut back on everything and just focus on advertising then your advertising would do a job better than you have imagined.

What’s your leadership mindset?


John Ryan when was a superintendent of the U.S naval Academy used to drop by in classes and chat with student’s. He asked them “How may of you want to be leaders?”Everyone in the room raised their hands. The same question when was asked to a large state university students, less than half of the students raised their hands. The difference was not because of talent or instruction, but was all because of mindset.

The difference in student’s answer is understandable because if you live in a culture where your peers make you believe that you can become a good leader then you also tend to develop the urge to become one. But if your culture states that leadership is not for everyone and it depends on your natural skills then you have a completely different view. This topic is chosen by me because I feel leadership skills are something we all possess, we just need to recognize them within us and bring them out.

A psychology professor Carol Dweck explains that people exhibit either “growth mindset” or “fixed mindset” (Ferrell, 2010). The former one is where people believe they can get better by working hard whereas fixed mindset people believe it’s just the innate skills that’ll make them a leader and so they do not believe in hard working leading to leadership. There are three questions we must ask ourselves.

First, how effectively are you managing your organization’s talent? It’s all about knowing how much of your talent is being potentially used in the organization. Second, does your organization culture permit risk taking and mistakes? Innovation is what the organization needs to bring in. Finally, are you resting on your laurels for leadership? The more experience you gain the more success you have and more likely you are to believe that not much is left to do. A growth mindset whereas is exactly the opposite.


Business week/ Steve McKee, (2010) How to create better advertising, www.businessweek.com

Business week/ John.R.Ryan, (2009) what’s your leadership mindset? www.businessweek.com  

Carroll.A.B, (2008) Business and society: Ethics and stakeholders management. Hardcover

Ferell.O.C, (2010) Business and society: A strategic approach to social responsibility. Paperback

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