ADVERTISING

-Rosser Reeves believed the purpose of advertising is to sell. Believed that an ad should show off the value and USP of a product not just the cleverness of humor of a copywriter.

-"melts in your mouth, not in your hands" (M&M) -"build strong bodies 12 ways" (Wonder Bread) -"fast, fast, fast relief" (Anacin)

J Walter Thompson

-Dominated the postwar era -Offered "full service"- both the design and placement of ads -First agency to expand abroad - Created the first "global" agency in London -First modern advertising agency -Most successful agency to date -Understood the changing US consumer created the first "sex sells" ad in 1911 for soap "skin you love to touch" -Added celebrities in ads -Sold the end product rather than the actual product -EX: instead of selling Kraft Cheese he sold the idea of grilled cheese

Chiat Day

-Outsider mentality. -"We're the pirates, not the Navy." -Started in LA -Apple Launch in 1984. Super Bowl Advertising changed forever. -influential with a lot dealing with disruption Energizer Bunny: Disruptive because Duracell had owned the idea of toys and batteries for a long time. Energizer came in and destroyed all of Duracell's equity quickly. PLanted fake ads throughout TV programs to show bunny was still going -Biggest known work is with Apple . Work from 1984 until Steve Jobs' Death. Still does some work with Apple, but Apple has taken work in-house.

Rosser Reeves

-Ted Bates Agency (still exists today) -believed the purpose of advertising is to sell - Resulted in the creative resolution, the 1960's backlash against Reeves - Famous for USP campaigns: m&m, melts in your mouth not your hands, Wonderbread builds strong bodies in 12 ways, fast fast fast relief (anacin)

George Gallup

-Was a professor of advertising and journalism at Northwestern Univ -Created the Gallup Poll, a statistical method of survey sampling for measuring public opinion. -He founded Gallup and Robicom, Inc. an advertising research company which helps advertisers develop, evaluate and improve the effectiveness of their advertising in media. -He discovered that the largest percent of ads focused on the economy and efficiency of products but the most effective ads concerned quality, vanity, and sex appeal.

visual style

-ads were style driven, not concept driven -expensive looking images -style was substance

oddvertising

-cliff freeman -many strange new ads with almost now apparent reason -remember man jumping off cliffs from lecture -late 1990s -extreme scenarios, off beat characters, potential for anything to happen

visual language

-emerged in the 80's -was change in consumers, media and communication -Globalization increased the need for common language, parity products created increased positioning which created more products. "Writing less and saying more". EX: Absolut

Mary Wells

-first woman to be named partner of an agency (Wells Rich & Greene) -integrating various forms of marketing communication -I <3 NY campaign -realization that the ads also have to do with the experiences=>Airlines

Ogilvy & Mather/David Ogilvy

-introduced the concept of branding -knowing what you want, and consistently doing/using it -management vision -Things he did: Dove soap→ easier on your skin, Hathaway and Schweppes "most interesting man"

DDB/Bill Bernbach

-led the Creative Revolution -taking risks/breaking rules -cynical, use of humor -creative team approach: still the same today -Volkswagon Ads ("Think Small") -Levy's rye bread ("You don't have to be Jewish to love Levy's") -Avis positioned against Hertz, first time an ad was positioned against another ad -created an agency and the ads that are still around today

Adoption curve**

A bell shaped curve that sorts people into 5 segments of adoption times: Innovators - Independent risk takers (2.5%) Early adopters - Opinion leaders in community 13.5 Early majority - People influenced by opinion leaders; they make innovation mainstream 34% Late majority - People who question change 34% Laggards - Detached, conservative people 16% The curve changed in early 2000s when the masses didn't really exist anymore Quality became more important than volume Based on the idea that individuals are open to different levels of adaptation

Postmodernism

Ads that pull content directly from popular culture and use it in ads. Includes forms of communication such as popular music (jingles, background music, slogans) EX: Budweiser commercial with puppy and horses from superbowl, Apple 1984 Ad, Nike/Beatles

Media neutral ideas

Advertising is made for and applied to any form of medium, instead of just one medium. -Concept by Crispin Porter - mini cooper-all fun things go on top of the car

Branding

All ads build to create one product image. The process of naming the product and calling it by its brand name rather than its generic one. EX: calling a cigarette a marlboro

Saatchi & Saatchi

Charles and Maurice Saatchi (was first them with Martin Sorell who left and bought other ad companies, didn't merge them together) Charles and Maurice "merged and purged" many large worldwide agencies which changed compensation and ruined agency culture. This led to the rise of regional agencies.

TBWA

Chiat day and TBWA merged in 1995 to become TBWA/Chiat Day Responsible for Absolut ads, the product/picture conveys the whole idea uses bottle as hero uses media to generate new ideas invited the consumer to the game

Holding companies

Companies that bought and possessed the shares of other companies which it then controls -Mergers in 80s caused a rise in mega agencies and regional agencies; -companies would buy an ad agency for their company to increase stock portfolio

Constructive discontent

Create a problem and then offer a cure, selling the need. -Created by Gerald Lambert, it was selling to the need. EX: Listerine, Lambert created the problem of halitosis (bad breath) and then created the cure (listerine)

Stanley Pollitt

Developed the concept of account planning: "father of planning"

Consumer generated content

Everyone can and does create content due to social media · Expands with YouTube Mentos and Diet Coke video · 2006: Burger King sold masks Viral ads expand (youtube helps out with this) · Consumers started essentially making their own ads · (BK mask customer flipping off other fast food restaurants)

Unique selling point (or proposition)

Find a unique point and repeat it, what your brand has that no other brand has. Ex: Volvo, their cars are safe

McCann Erickson

First to hire psychological research staff Total marketing- moving the agency into disciples · McCann is a global advertising agency network, with offices in 120 countries. McCann is a subsidiary of the Interpublic Group of Companies, one of the four large holding companies in the advertising industry · McCann Erickson was responsible for the success of The Hillside Singers' "I'd Like to Teach the World to Sing" in 1972 and was also the company that developed the "Army Strong" campaign for the United States Army. The company also developed the MasterCard commercial saying "There are some things money can't buy. For everything else, there's MasterCard," · In the AMC series Mad Men, Sterling Cooper and its parent company, Putnam, Powell and Lowe, are acquired by McCann Erickson

Goodby Silverstein

Got Milk? campaign outsider perspective (like Wieden + Kennedy) - from San Francisco

Gerard Lambert

He created the problem of Halitosis and then created the cure. He sold to the need (constructive discontent). He understood the cultures fixation on germs and cleanliness, Products started to create the commodification of the body like Listerine, deodorant, soap, face powder, etc.

Associated value

If you associate your product with something of greater value, the product also is viewed as being of greater value. · An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. · (Not that the idea of today is always better than the older idea, but it is different—it hits the present taste) Ex: Pears Soap appeared in paintings, making it look more luxurious

Crispin Porter + Bogusky

Innovators of media and neutral ideas Pushed traditional clients to adopt untraditional ways→ we need to create an idea, then figure out the best place for that idea to live "We never learn" → still look at the world through fresh eyes 2000 to 2010 was the ad agency of the decade They were put on the map in 1998 by the truth campaign, facts about tobacco Responsible of the launch of the mini cooper in the US in 2003 In 2004, "The future of advertising is...there isnt any" Burger king→ subservient chicken, and the king from the 70's "Branding is everything and everything is media"

Leo Burnett

Known for the perfect campaign→ Marlboro, initially marketed towards women, changed their target to men, which changed its whole personality Inherent drama→ the emotional story contained within the product Brand Icons→ Putting friendly faces on products to make them seem less industrialized, still used by a lot of products today (Ex: Pillsbury dough boy, tony the tiger) Part of Publics today Was involved with McDonald's off and on

Cliff Freeman

Leader of the oddvertising movement Ad for Little Caesar's training pizza delivery drivers Regional sports as "Sports from the only region you care about. Yours" Nike fooling chicken with parcor Levi's wide leg jeans, people singling in operating rooms

NW Ayer

Named after Wayland Ayer. It was purchased by Publicis and shut down in 2002 Extremely famous for the work they did for De Beers diamonds. Through their advertising they changed culture by making rings traded at wedlock. Then went on to anniversary presents, special occasion presents, women empowerment jewelry Changed the fundamental process of advertising agency via: Commission Structure (where the money went for media placement, lasted until the 90's) Agency Systems

VB Palmer

Opened the first US advertising agency in the Philadelphia in 1850

Materialism

Our inherent need to own things, talk about them and flaunt them

Commercialism

Our need for meaning Commercialism has two parts: -Commodification -Marketing -And at the center of commercialism is advertising

icons

Putting a friendly face on a product in attempt to make it seem less industrialized. EX: Pillsbury doughboy, tony the tiger, jolly green giant

Wieden+Kennedy (from Oregon)

Responsible for Nike Revolution. They added a Beatles song to their ad and were quickly sued. It put Nike on the map along with a little help from Michael Jordan too "I think our best work has never been trying to appropriate popculture and turn it into advertising. It was simply a reflection of people who have contemporary brains..." NY Times didn't like this, Bob Kupperman did

Lydia Pinkham

Responsible for putting a face to the product She made an herb medicine and put herself on the label She'd handwrite letters back to customers She understood that if you kept talking to people they'd buy your brand, communicating with people on an ongoing basis would make them want to buy your product

Claude Hopkins

Responsible for the preemptive reason why. First in-wins using a characteristic if your product that isn't necessarily unique, but owning that characteristic He was the first to claim Pepsodent toothpaste took the film off your teeth.

Lee Clow

Started Chiat Day with Chiat Day Cliff Freedman and Partners Ad for Little Caesar's training pizza delivery drivers Regional sports as "Sports from the only region you care about. Yours" Nike fooling chicken with parcor Levi's wide leg jeans, people singling in operating rooms Isn't on test

TV industrial complex

The Cycle of: Buy Ads → Distribution → Sell Products → Make Profits***** (and use this money to buy more ads)

Integrated marketing communication:

The application of consistent brand messaging across traditional and untraditional marketing channels and using different promotional methods to reinforce one another. It involves branding but goes far beyond messaging... it was everything! EX: Barrif international→ Mary Wells changed flight attendant clothes, painted planes, and made ads EX: I <3 New York (Mary Wells)

Inherent drama

The emotional story contained within the product. Ex: The Marlboro cowboy commercial (Leo Burnett)

Thomas Barrett

Was the one that worked with associated value. He understood that culture+upward mobility. He used famous artwork of the times and had the artist paint in a bar of his soap. He saw that presenting the product that was would make people think his soap was as luxurious as the upper class people who could afford those paintings. He printed "pears soap" onto pennies, made Pears posters, a Pears encyclopedia.

Pivot point

When ideas & idea people change the industry, idea from guest lecturer Deborah Morrison

Droga 5

biggest agency out of this time, played with the whole idea of manipulating things online and getting them into real space Responsible for the great schlep.com Sarah Silvermans ad, Bing ad with maps for Jay Z's biography pages, Burberry interactive wall, and IMB's billboards with functionality in them

Parity products

machine made products that are interchangeable (ex. toothpaste, cigarettes, beer) (Reeves)

Viral marketing

marketing techniques that use pre-existing social media networking services and other technologies to try to produce increases in brand awareness and therefore product sales through self-replicating viral processes. EX: Old Spice Man responses EX: Dove Beauty Campaign

segmentation

product differentiation in response to consumers different needs. maximize the markets share (ex. Tide= many different kinds of detergent, bleach, unscented, liquid, powder, etc.)

Preemptive reason why

the object for sale needs your consideration. you should accept human desire, not change them if you're the first to say something so, its your own. - Eg: Pepsodent first to claim it gets the film off of your teeth, even though all toothpastes do. "First in-wins."

positioning

the way we want consumers to think of our brand -think of volvo=think of safe

BBDO

· Agency started in the 1940s · Batten, Barton (most famous adman of his day), Durstine, & Osborn · The world's most awarded advertising agency. With 15,000 employees in 289 offices across 81 countries, it is the second largest global advertising agency network, with its headquarters in New York. · The agency began in 1891 with George Batten's Batten Company, and later in 1928, through a merger of BDO (Barton, Durstine & Osborn) and Batten Co., the agency became BBDO. · The longevity of our relationships is built on trust, respect, and the impact of what we accomplish together. We've been partners with GE since 1921. Procter & Gamble for half a century. Campbell's even longer. BBDO is proud to be currently working with some of the world's leading brands: · General Electric is one of their clients