APRD 3006 Quiz 2

Avis

"We're number two. We Try Harder" print series of 1962 in the United States, where ad agency Doyle Dane Bernbach was able to turn being number two into the best argument for better service.

Leo Burnett:

(1897-1971) In 1935, opened his creative shop, insisted on stressing the "inherent drama" - a particular way of looking at a product that could be found only in the product itself, The storyteller - "I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."

Rosser Reeves:

(1910-1984) "unique selling proposition" (USP) "buy this product and you will get this specific and unique benefits" The strategic stickler - "You must make the product interesting, not just make the ad different"

David Ogilvy

(1911-1999) advertising tycoon, founder of Ogilvy & Mather, and known as the father of advertising, a self-described "advertising classicist" The classic ad man - "A good advertisement is one which sells the product without drawing attention to itself."

Schweppes

-1953 -Mr. Ogilvy created a campaign centered on -Commander Edward Whitehead. -With his striking Van Dyke beard and tweed coat, -Commander Whitehead even appeared in an official-looking sash at times. -Commander Whitehead became the personification of "Schweppervescence," campaign is credited with increasing Schweppes sales 500% over nine years.

Braniff Airlines

-End of the Plain Plane Campaign -Done by Mary Wells -Convinced the company to splash its planes with bright colors and outfit flight attendants with uniforms by Italian designer Emilio Pucci

"A diamond is forever"

-Frances Gerety -introduced this campaign of needing diamonds -made it common for men to get women an engagement ring

Shirley Polykoff

-Lone female copywriter of Foote Cone & Belding -Part of group of rising women copywriters and creative directors -Clairol: "Does she... or doesn't she?" -Example of how insight from why a consumer doesn't buy => successful campaign -Women didn't want to admit to dying their hair, ad emphasized how you'd never know -Ad headline too "suggestive"

Man in the Hathaway Shirt Campaign

-Ogilvy -Added a patch to a man's eye to give him story appeal -People eagerly followed to see what the man was doing and sales soared -Appeared only in the New Yorker - people bought the image not the shirt

"War of the Worlds"

1938 was a story on the radio directed by Orson Welles, it was so realistic people thought that aliens were actually invading

DeBeers

A company that has a monopoly in diamonds (70% of the world's diamonds), started by Cecil Rhodes. Is based on having monopoly resources.

Rosie the Riveter

A propaganda character designed to increase production of female workers in the factories. It became a rallying symbol for women to do their part.

Jack Benny

A twentieth-century American comedian best known for his weekly radio and television programs. He was admired for his sense of timing and for his deliberately slow delivery. His shows contained many "running gags"--jokes continuing from one show to another--often concerning his age, his stinginess, and his inability to play the violin.

Mary Wells Lawrence

Alka-Seltzer, "No matter what shape your stomach is in" "I can't believe I ate the whole thing," "Try it, you'll like it," Braniff International Airline, "The best advertising should make you nervous about what you're not buying."

Commander Edward Whitehead

An iconic advertisement representative of Schweppes Tonic Water, playing himself as a suave and cosmopolitan man of taste and distinction in a widely-distributed advertising campaign of the 1950s and 1960s.

Anacin

Anacin has had many advertising agencies over the years, but the campaign that put the pain reliever on the map was the "hammer-in-the-brain" effort created by Ted Bates & Co., New York, under Chairman Rosser Reeves. The TV spot not only boosted Anacin sales but also earned the remedy a place in advertising history for the repetition that hammered home its message, "For fast, fast, fast relief."

George Lois

Art director of DDB opened Papert Koenig Lois (PLK) in 1960 which was one of first hot new creative shops, humorous sexual ads for Wolfschmidt Vodka

We're number two. we try harder

Avis 'We Try Harder' print series of 1962 in the United States, where ad agency Doyle Dane Bernbach was able to turn being number two into the best argument for better service.

Jolly Green Giant

Born in 1925, the Jolly Green Giant was the representative of The Minnesota Valley Canning Company. In 1935 ad agency Erwin, Wasey & Co. was given the assignment to change the Giant's appearance. This transformation was accomplished by a young Leo Burnett, who straightened the Giant's stooped posture, replaced the scowl with a friendly smile and dressed him in a green leafy outfit.

Rolls Royce

British luxury car and aero engine manufacturing business founded in 1904 by Charles Stewart Rolls and Frederick Henry Royce.

Burma Shave

Burma-Shave was a brand of brushless shaving cream that was sold from 1925 to 1966. The company was notable for its innovative advertising campaign, which included rhymes posted all along the nation's roadways. Typically, six signs were erected, with each of the first five containing a line of verse, and the sixth displaying the brand name.

Does she or doesn't she

Clairol, within six years, 70% of all adult women were coloring their hair, and Clairol's sales increased fourfold. In 1967, Polykoff was inducted into the Advertising Hall of Fame.

The Marlboro Man

Figure used in tobacco advertising campaigns. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954.

pink air

Fina gas station campaign (1961-1963), written by legendary ad man, Howard Gossage. At the time, Fina was a popular up and coming gas station that wanted to compete with big brands like Shell and Sunoco.

The Golden Age of Radio:

First electronic medium, first few years, there was money in selling radios, essentially no ads, the first radio ad ran in 1922

Esquire Magazine

From 1962 to 1972, George Lois changed the face of magazine design with his ninety-two covers for Esquire magazine. Viewed as a collection, the covers serve as a visual timeline and a window onto the turbulent events of the 1960s.

Got Milk?

Got Milk? is an American advertising campaign encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it was later licensed for use by milk processors and dairy farmers.

Dinah Shore

In 1951, Chevrolet signed a deal to sponsor The Dinah Shore Show on NBC, during the height of her career as one of America's most popular singers and television personalities. "See the U.S.A. in your Chevrolet"

Tony the Tiger

In 1953, Kellogg's advertising agency, Leo Burnett in Chicago, further developed Tony™ for a four-color ad in the August issue of LIFE magazine. Since then, his career has been the envy of any human star, with many appearances on TV, in magazines, newspapers and point-of-sale materials.

Miss Clairol

In 1956, Miss Clairol became the first "at-home hair colour kit that could lighten, tint, condition, and cleanse hair in one step!" Ladies could use the Clairol "hair colour bath" for natural-looking results in one step. The objective was to show that it produced a natural colour that no one else could differentiate.

soap opera

It was an opportunity advertisers couldn't miss, they went on to team up with soap manufacturers like Procter & Gamble to advertise cleaning products throughout daytime soaps

California Milk Processor Board

Launched in 1993, "got milk?" became one of the most loved, imitated and awarded campaigns in marketing history. The ad agency Goodby, Silverstein and Partners (GS&P) created "Got Milk?" with the CMPB's $23 million annual budget. Previous campaigns had been aimed at people who did not consume milk, but the agency's research led it to target a different audience: people who were already milk drinkers.

MTV

MTV offered brands unprecedented access to a desirable and profitable segment of consumers: those who influence and are heavily influenced by popular culture. In the early 2000s, when MTV controversially throttled back its airing of music videos in exchange for reality shows, the opportunity for a strategic partnership between brands and artists was born.

Alka-Seltzer

Mary Wells/team discovered that Alka-Seltzer works better when two are taken at the same time. They immediately changed their ads to show two tablets beings used and created packaging to hold two tablets at a time. Alka-Seltzer's sales doubled, and the jingle "Ploplop, fizz, fizz" was born. The Alka-Seltzer advertising garnered a lot of attention for Jack Tinker & Partners, and inquiries from companies needing an advertising agency poured in.

M&M's

Melts in your mouth, not in your hands

Bill Bernbach

New York-based agency Doyle Dane Bernbach (DDB), successful ads for second-rank retailers, services, and automobiles, clean and direct, yet often with a touch of humor, influenced by designer Paul Rand (collage techniques, universal symbols, dynamic composition, and modern typography)

at&t

Owned radio station that first radio broadcast was aired.

Patriotism

Patriotic marketing is a marketing technique that involves the use of promotional strategies that convey a sense of national pride

Fina

Pink Air campaign - Fina gas station campaign (1961-1963), written by legendary ad man, Howard Gossage. At the time, Fina was a popular up and coming gas station that wanted to compete with big brands like Shell and Sunoco.

Howard Luck Gossage

Referred to as "The Socrates of San Francisco," was an advertising innovator and iconoclast during the "Mad Men" era.

"Somewhere West of Laramie"

The 1923 "Somewhere West of Laramie" ad is considered one of the most influential automobile advertising campaigns. Edward S. Jordan, founder of the Jordan Motor Car Company, created the ad after company sales had flattened.

Queensboro Corporation

The Queensboro Corporation was formed by a group of investors from New York headed by Edward A. MacDougall. The corporation started to energetically exploit the potential of the property. MacDougall's corporation went well beyond simply buildings. It planned the community, divided the land into blocks and building lots, and installed streets, sidewalks, power, water and sewage. Owned Hawthorne Court Apartments.

The creative revolution

The advertisements produced during the Creative Revolution shifted the advertising industry from a science to an art, easing social anxieties and gaining legitimacy among the public. The advertising industry in the 1950s was dominated by science and rules.

Volkswagen

The brand's advertising story begins in earnest in the late '50s and early '60s, with the Volkswagen North America ads created by Manhattan advertising agency Doyle Dane Bernback (DDB). With a nominal budget, DDB adopted a clever, minimalist approach that resulted in fresh ads that cut through the clutter with a tone bordering on self-deprecation.

Orson Welles (The Mercury Theater)

The finest radio drama of the 1930's was The Mercury Theatre on the Air, a show featuring the acclaimed New York drama company founded by Orson Welles and John Houseman. The show is famous for its notorious War of the Worlds broadcast, but the other shows in the series are relatively unknown.

Hawthorne Court Apartments

The first Radio commercial was broadcast on August 28, 1922. The station was WEAF AM in New York City. It was owned by AT&T. The commercial was for a real estate development called Hawthorne Court Apartments in Jackson Heights.

I want my MTV

The slogan was the genius of legendary Advertising Hall of Famer George Lois. Famous for his Esquire magazine covers and major ad campaigns of the 1960s, Lois was tapped to come up with something that would help sell MTV to the cable operators across America.

Chevrolet

The song "See The U.S.A. In Your Chevrolet" is a commercial jingle from 1949, written for the Chevrolet Division of General Motors. Associated with Dinah Shore through Chevrolet's decade-long sponsorship of her television shows.

See the USA in your Chevrolet

The song "See The U.S.A. In Your Chevrolet" is a commercial jingle from 1949, written for the Chevrolet Division of General Motors. Associated with Dinah Shore through Chevrolet's decade-long sponsorship of her television shows.

Marlboro

This brand was originally marketed as a mild, women's cigarette but in the 1950s it undertook a campaign to associate itself with masculinity and being a "true man."

New Haven Railroad

This print advertisement produced by the New Haven Railroad in 1943 was published in an effort to inspire the public to write to military service members during World War II. Travel on these lines increased exponentially during World War II, a period that generated the famous ad "The Kid in Upper 4," still considered one of the best advertisements of the 20th century.

The Kid in Upper 4

WWII ad for railroad, Advertisements were rare at the time (because commodities were being devoted to the war effort); Birth of Advocacy Advertising (Issue Advertising)- "Shaming" you into appreciating the railroad's bad service, because the soldier is going through much worse

Jordan Motor Car Company Campaign (1920s)

Written by Ned Jordan, it became one of the most celebrated ads in advertising history where it employed vivid prose to capture the excitement of auto travel.

unique selling proposition

a strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign. 4 P's product characteristics, price structure, placement strategy (location and distribution) or promotional strategy.

The creative team (art and copy)

the copywriters and art directors responsible for coming up with the creative concept for an advertising campaign