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MESSAGE FOR WEEK BEGINNING 14th November 2005 Advertising - value selection
In advertising there is a need to capture attention and to provide something that sticks in the mind. The most important thing, however, is credibility. It is expected that the seller of a product or service should claim that it is 'wonderful'. Credibility, however, depends on judgements made by other people and not just the seller of the product or the service.
As a leading authority in the field of creativity, I am going to set up a new stamp, medal or award. This will be known as 'The Creative Value Selection'. The full title will be 'Edward de Bono's Creative Value Selection'.
The medal can then be used on any advertisement for a year at a time.
Clearly the award refers to new products, new services and new offerings.
The products, services or offerings will have to be examined and tested to see if there really is creative vakue. The company producing the item will be asked to specifiy where and how they see creative value in the item. This claim will be examined and possibly modified.
There will be an examination fee to which will be added extra expenses involved in travel etc - where this is required.
The examination fee will always be payable. If the claims for 'Creative Value' are valid then there will be an annual fee payable for the right to use the award in all advertising for that year.
In addition the product, service or offering will be included on a special website which lists all those items given this seal of approval.
Joint advertising (press or elsewhere) will be at the cost of those who are willing to advertise jointly and share that cost. Framing of the advertisement will be provided at no charge.
At this moment the examination fee will be $5,000. The annual fee for the right to use the award in advertising will be $20,000.
AGENTS
Anyone who effects a contract with an organisation willing to use this service will receive a fee of 50 percent (half) of the annual fee every time it is paid. There is no participation in the examination fee.
Edward de Bono |