ADV 311 QUIZ 1
Albert Lasker
"father" of modern advertising, defined advertising as "salesmanship in print, driven by a reason why." - head / owner of Lord & Thomas Agency - curious on how to make advertisements more effective (1880 - 1952) - Early 20th century (early 1900s) described as the age of Lasker & became a leader in ad world (worked with Hopkins on Pepsodent account) - Coupons - Client on one side (define ad that makes sense to potential clients), creatives on the other - Didn't assume things on the part of the consumer - Believes ad should give people reasons why - Lord and Thomas - endorser of hard sell - wanted to expose their oranges to the Midwest - Supply and Demand - had more oranges than they could sell - Albert Lasker helped with CFGE - The Iowa Experience - used an multicolored advertisement which is unheard of - early innovator and experimenter of advertising - The Iowa Experiment - realized that many people from Iowa vacation in Cali where oranges are grown - Orange Week in California and then Iowa - public lectures about healthy benefits of oranges
P.T. Barnum
"humbug" -pioneer of advertising itself (Shakespeare of Advertising) -"don't miss this once in a lifetime opportunity" - "Shakespeare of advertising" - Promise, large promise - Realized it's what you say about the object htat gave it value and distinguish, the story that you attach to the product - Left a legacy of specific words - Promising the last of something was almost as compelling as promising the first - "Once in a lifetime" "Not to be missed" "Most well known man in the world" - You need to spend money to make money
John E. Kennedy
* Who: Policeman * What: Salesmanship-in-print; Reason Why Advertising * When:1905 * Importance: simple concepts that still stand - "advertising is Salesmanship in print" - Lord and Thomas agency - BIG on copy - L&T chief copywriter (1904) - viewed the ideal ad as a "rational, unadorned instrument of selling" that did not have to be "charming or amusing or necessarily pleasing to the eye - Went to Lasker and L&T and said he knew what real advertising was in 1903 - Canadian, 40 years old, broke into ad as an ad manager of Hudson's Bay department store - Believed that advertising should say what a salesman would say to a customer ( a concrete reason why products were worth buying) - A lot of italics, caps, bold, and underline - High english - Slow worker because he studied clients and customers
George P. Rowell
* Who: advertising executive and publisher; founded Printer's Ink in 1888, the first advertising trade magazine * What: Rowell's American Newspaper Director (1869) * When: late 1800's * Importance: circulation * George P. Rowell did perhaps more than any other man to develop advertising in the 19th century and bring it to the point from which the expansion of the last 30 years has taken place."
Francis Wayland Ayer
* Who: advertising man * What: N. W. Ayer & Son "the oldest advertising agency" * joined MacManus group later * When: 1900s * Importance: memorable slogans * "when it rains, it pours" * A diamond is forever" * introduced the open contract, which put the agency to work explicitly for the client for a given period of time. Prior to this, agencies had bought newspaper and magazine space for as little as possible and sold it to clients for as much as possible. Ayer brought advertising a new respectability and stability
Uneeda Biscuit Advertising Campaign
- "More than Crackers" - the boy in the yellow slicker - "in-er-seal" package to ensure freshness - Nabisco - Created a new cracker (nabisco's new way of packaging w/ inner seal and smaller boxes) This product was the epitome of a unique selling point (not a price war) - Image-heading w/ the creation of Nabisco's ad - Straightforward messaging - Promised consuemrs to just trust the source of the biscuits - Went to N.W. ayer for advice for name (Uneeda like you-need-a biscuit) - Acquired first $1M campaign
Lord & Thomas Advertising Agency
- Clients: Schenley's American Cream Whiskey - Albert Lasker (sole owner) John Kennedy (chief copywriter) - Became FCB - One of the biggest ad agencies in US - First creative philosophy to sweep the industry -began in Chicago -Lasker owned company by 1906 -Kennedy as copywriter in early 1900s
John E. Powers
- First great copywriter (admired, but not well known/liked) - Lord & Taylor Ads - Name change from Grand Depot --> Wanamaker's (but fired later on) - Best ads that were familiar, colloquial language - "Simple truth telling could sell more than dry goods" - Importance of concept instead of manner, the new fashion in advertising
Frances Gerety
- Joined N.W. Ayer in 1943 - Copywriter - The Female Angle - "A diamond is forever" - De Beers 1950s - April 1947 - "A diamond is forever" - This tiny diamond is forever, your huge love is forever - N.W. Ayer Copywriter - Provided the "woman's point of view"
Gerard Lambert
- Member of family and former businessman at Listerine - Comes back to repay personal debts and asks workers to come up with a new idea for Listerine - Made a pledge to increase ad each month by same % as sales - Realized the power of opinion surveys - Understood the power of consumer-based positioning (ahead of his time) - Called Williams & Cunningham to find more users through advertising
Leo Burnett
- The Power of Curiosity - A Mind Full of Details -Big on Listening to Clients - Creating an icon- Marlboro Man (cowboy) - The Cowboy as Standard - strong, independent figures - End of a Trade Icon Marlboro Man Campaign - Great Depression many advertisers were going to NY. Saw that chicago/midwest needed creative agency. Started Leo Burnett Agency shortly after selling his house. - Urged to "use the product itself" it helps enhance good artwork and real information - The power of curiosity - people who were generally curious became the best advertisers. - Listening to clients (listening to salesmen & their language during a sale)
Sherwin Cody
- created "Do you Make These Mistakes in English?" - 1921 - Sherwin Cody School of English - to help americans improve their english with just 15 min a day - free book when you send in coupon - The art of Writing and Speaking the English Language - "Do You Make These Mistakes In English?" a self-correcting workbook - One of the best advertisements - Used good copy
Rosser Reeves
- effectiveness valued above all things - Anacin ad (1950) - M&Ms (1950s) - the only thing that matters is if it sells, they don't have to love the ad Eisenhower for President campaign - Wife's sister married Ogilvy - Similar to Ogilvy - Workaholic, strong opinions, cultivated - Believed in the hard sell (Ogilvy in the soft sell) - Favored the unadorned utilitarian "reason to buy" appeal (Ogilvy in the more emotional "image" approach) - Unique selling proposition - Warned against originality, was driven by research
California Fruit Growers Exchange
- low demand, but high supply - primary use of ad campaigns was to sell products - increasing consumption was hard bc the way people consumed oranges (with a spoon like a grapefruit) - Sunkist campaign - "Best oranges in Los Angeles" - Advertised as healthy - Don Fransico (ad manager L&T agency) - Group of 5,000 farmers - Supply and Demand: Limiting supply isn't an option - Late 19th/early 20th: people ate oranges on more elaborate form - Orange cups, specialized silverware, orange peelers/holders, etc. - Albert Lasker - single advertising person in the country at the moment (Chicago) - head/owner of Lord and Thomas agency - Preeminent in terms of his curiosity about how to make advertisements more effective - Representatives from CFGE visit him in chicago, proposes an experiment Iowa Experiment
Pepsodent Film Campaign
-"Magic lies in teeth, remove that film" -Claude Hopkins -used coupons to lure people in to try toothpaste cause it wasn't all that different -Amos n Andy Pepsodent commercial Hopkins knew that the logical way to sell toothpaste was that it prevented decayed; instead that it removed that "viscous coating" with pepsodent - Just move them to the coupon - Post hoc thinking (because the product is made of something, you will be like that something if you consume it)
Claude Hopkins
-P.T. Barnum Era (1875-1918) -influential in promoting ads as "dramatic salesmanship" -creator of "reason why" advertising -made people believe a universal feature is unique to one brand - worked at Lord and Thomas (hired by Lasker) 1907 - endorser of hard sell advertising - He believed advertising existed only to sell something and should be measured and justified by the results it produced. - made pepsodent ad and -created Sunkist drink an orange ad - book "Scientific Advertising" - Got into advertising buy going from house to house selling strangers things. - "Advertising is based on fixed principles and done according to fundamental laws" - One must accept human desires and never try to change them. The goal of advertisers is to get in the path of desire (positioning) - Claiming some aspect of the product that is NOT unique and then attempting to "own" that aspect - You can't predict the works of human desire but you can follow it with split-run tests, sampling and direct response canvasing.
Lydia Pinkham's Vegetable Compound
-Post-Civil War Era (1860s-70s) -Lydia's picture on the bottle made the product trustworthy -first product to make a connection between advertising and sales -converted a generic product into a brand iconic concocter and shrewd marketer of a commercially successful herbal-alcoholic "women's tonic" meant to relieve menstrual and menopausal pains. Although Pinkham's Vegetable Compound sold well to the general public, it was regarded by health experts as quackery -patent medication -real success came when her son Dan, would put testimonials on post cards and rewarded anyone who could validate the product worked $5000 (READ FINE PRINT)
De Beers Diamonds Advertising Campaign
-Problems of Monopoly - on diamonds -key marketing probs (they did not make jewelry or have actual stores in US) -Developing a Slogan - Birth of an idea - Frances Gerety - Joined N.W. Ayer in 1943 - Copywriter - The Female Angle - "A diamond is forever" - 1950s - Cartel affiliation - Ads don't create demand, but it can intercept and reformat desire - Paradox about diamonds (quality makes them seem valuable - last forever & useful) - First ad for an entire category - Men needed an exact pricing system which lead to the idea of 2 mo. salary - "A diamond is forever" - "Keeping it in the family" - you never sell the diamond, making this the ultimate blue chip stock
John Caples
-created US School of Music campaign (1927) -"they laughed when i sat down at the piano" - US school of music mail advertising campaign-- "They laughed when I sat down at the piano, but when I started to play!" -- one of the best-known direct-mail ads of all time. - Brought in a record # of coupons and was so successful it ran for several years and was imitated by many copywriters - Pioneer in applying scientific methods to advertising (focused on copy, medium, size, color, position, etc.) - Learned the secret behind mail-order copywriting - Split-run ads with different coupon codes (ad testing)
Marlboro Man Campaign
-created by Leo Burnet -most successful ad character in history -made the product human -tough looking cowboy, "come to where the flavor is" -sales jumped up 3000% from previous year -campaign made company most valuable brand in the world -REAL cowboys (1950s) - The Cowboy as Standard - strong, independent figures - End of a Trade Icon - Burnett wanted to promote as a brand that a man can smoke (cigarettes were primarily perceived as feminine) - Changed packaging: mild white --> bold red V - Used cowboy as their character w/ his "trusty marlboros" - Cigarettes in advertising: if one brand isn't available, people will switch over to a different brand. - A different kind of man w/ a tattoo - African American ad was separately created
Listerine Advertising Campaign (When?)
1921
Hathaway Shirt Advertising Campaign
David Ogilvy - The "Iconic" Male Image: Hathaway Shirts - David Ogilvy- helped Hathaway Shirts with first advertising - had a point to prove that he was successful in advertising - always had been living in brother's shadow - believed in "reason why" advertising - "Advertisements must contain a BIG IDEA" - "The Man in the Hathaway Shirt" - man with eyepatch - "from common to classy" - 1950s-90s only advertised in the New Yorker - Brands were being rediscovered and people were eager to affiliate with objects - Ogilvy decided the brand is the man under the shirt, not the shirt - Eye patch - Ad appealed to women who bought most of men's shirts & old men who wore them - The info about the man isn't in the copy, it's in the image w/ sophistication
U.S. School of Music Campaign
John Caples -created US School of Music campaign (1927) -"they laughed when i sat down at the piano" - US school of music mail advertising campaign-- "They laughed when I sat down at the piano, but when I started to play!" -- one of the best-known direct-mail ads of all time. - Brought in a record # of coupons and was so successful it ran for several years and was imitated by many copywriters - Pioneer in applying scientific methods to advertising (focused on copy, medium, size, color, position, etc.) - Learned the secret behind mail-order copywriting - Split-run ads with different coupon codes (ad testing) (1927)
Listerine Advertising Campaign (Who?)
Miltion Feasley
Eisenhower for President Campaign
Rosser Reeves Dwight Eisenhower now running for president Can be argued that outside of George Washington, there has never been a candidate more widely known Democrats and Republicans both wanted him For Reeves, challenge was what he wanted Eisenhower to do, nobody had ever done "Candidates are as visible as possible" Appearing in an ad isn't an easy thing to convince someone to do As a candidate, you have to worry about turning people off - especially if you're as popular as Eisenhower
Charles Austin Bates
Straightforward copy with feature price and a description in plain English; Legacy of John Powers; Believed visuals to be important Copywriter/entrepreneur who set up one of the first art departments. He believed in ads that showed price, used simple English, and never overestimated the consumer's IQ. a. Who/What? Copy writer, issued Good Advertising and Short Talks on Advertising, began Austin Bate's New York Agence b. When?1880-1900 c. Significance/Importance? Talked about advertising and said " it is a notorious fact there he been so much trickery and dishonesty in the advertising business that a man engaged in it sometimes feels embarrassed when he is asked what business he is i - Ran ad career like a poker game - Bought Indianapolis Leader - Disciple of the "Wanamaker-Powers-Gilam" style - Feature price and explain product in simple english - Invested heavily in patent medicine - couldn't sell & then went broke
Dale Carnegie
United States educator famous for writing a book about how to win friends and influence people (1888-1955) - "How to win friends and influence people" -1939 - didn't have to send $1.96 until you tries book methods for 5 days Writer and lecturer "How To Win Friends and Influence People" and other courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills
Don Francisco
ad manager of Lord & Thomas job was to go around and look at restaurants, points of distribution, check consumption, as questions about sales of oranges, etc. Found that restaurateurs tried not to sell orange juice (fresh squeezed) because it was time consuming to make Discovered if we make it easier for people to make, they will do so Sunkist started to distribute juice extraction hardware
Patent Medications
contain a brand name that clearly identifies the product. are often harmless but can contain hazardous levels of dangerous or addictive substances. - Liquid remedies - Advertising in the late 19th century and early 20th century - What they claim to cure? How many they claim to cure? Detailed descriptions - Demonstrated the early possibilities of advertising. - Recognizing societal change where people want to be better - New products/new product positions Lydia Pinkham's Vegetable Compound Campaign Influence by Victor Schwab Charles Bates invested in them but went broke
Listerine Advertising Campaign (What?)
focused on fears and halitosis sufferer - strategy of ads as "quick-tempo socio-dramas in which readers were invited to identify with temporary victims in tragedies of social shame" - let to a new school of advertising practice - Gerard Lambert, Gordon Feasley, Milton Seagrove - used as an antiseptic before mouthwash - wasn't initially selling because people weren't open to talking about bad breath - changed it to "halitosis" and utilized science aspect of it to get it to sell - slogan "often a bridesmaid" - scared people with halitosis
Victor Schwab
influence of patent medicine -credited as greatest mail in order copywriter of all time -made Carneige and Cody adsn - one of the most famous direct marketing copywriters - Dale Caregie's "How to win friends and influence people" - Created coded coupon ads to test headlines, copy, length, etc.
El Al Airlines Campaign
national airline of Israel -campaign by William Bernbach (BBDO) -"Starting Dec 23 Atlantic Ocean will be 20% smaller" - Worked with DDB Agency (Bill Taubin) - Israeli Airline with smaller budget - Campaign from 1958-1970 - They understood the market by playing on jewish idioms (we've been in the travel business a long time <picture of noah's arc> humor on them being jewish)
