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Presenting Ad Proposals
Many of the guidelines for persuasive advertising copy also apply to making management reports. The following checklists summarize these along with other guidelines.
Checklist for Writing Management Reports
Oral Presentations: An Evidence-based Checklist
Sample of a Traditional Advertising Proposal (.wmv format)
This 20-minute video re-enacts the advertising pitch that Ogilvy made for the Bell Communications account. It is presented as an example of good traditional practice. Nevertheless, I think it contains a considerable number of shortcomings. One possible exercise is to compile a list of the good procedures as well as the procedures that could be improved.
Note: If you are having trouble accessing the American Bell Pitch, please download the latest version of Windows Media Player.
Two Samples of Evidence-based Advertising Proposals
In contrast to the traditional Bell Communications proposal above, here are two highly structured "evidence-based" proposals. Given the complexity of advertising, proposals can be much more effectively conveyed through written reports. That would be followed by a meeting to discuss action steps. These proposals were done by students in one of my advertising courses at the Wharton School. I believe that they did an admirable job.
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