Chapter 1- History and Important Ad Campaigns

what is the Barnum Aesthetic? (quote and 3)

"American advertising starts with P.T. Barnum's masterful deception." 1. drew heavily on conventions of oral culture ("humbug": hype or spin) 2. added value to PARITY goods 3. emphasized entertainment, enjoyment and escape --EX: "The Greatest Show on Earth": Barnum and Bailey ----plays with audience in an entertaining fashion ----an escape from the reality and harshness of life

How do the Roaring 20's impact advertising? (5)

(1918-1929) 1. advertising finds fame and glamour 2. ads played on social anxieties (people had disposable incomes) --ads encouraged consumers to have a good time ----used offensive advertising to reach audiences and get them to buy your products 3. market segmentation begins by social class --spoke to only rich (NOT middle or poor class) 4. sees advertising as interesting profession 5. THE AVERAGE CONSUMER BECOMES THE FOCUS/TARGET CONSUMER

how did the Great Depression impact society and advertising?

(1929-1941)- depression hit home 1. big business was vilified 2. advertising claims turn to hard sell and plays on anxieties: BIG SHIFT from "Image" to "Reason Why" advertising 3. Emergence of radio on a mass scale

What are the 5 hard to categorize important figures in advertising

(based on the 2 competing philosophies) 4. David Ogilvy 5. Leo Burnett 1. James Webb Young 2. Bruce Barton 3. Fairfax Cone

Nike advertising in the 80s

--(1981) Wieden and Kennedy --(1983) Chiat/Day made their branding campaign --"Blood and Thunder" --Billboards/ "I love LA" (1984)

characteristics of Branding Entertainment (3) and 3 core models

--advertising and IBP blend with entertainment programming --brand "placement" --films and TV programming as long promotions 3 core models: 1. product placement 2. Brand sponsorship/integration 3. Branded content creation

Mary Wells Lawerence background

--born in 1929 --went to NY to be an actress but got married and started written ads for Macys 1969, highest paid woman in the world

David Ogilvy Background

--born near London to Scottish and Irish parents --Joined brother's agency: Mather and Crowther---Went to US and started his own agency as the 1st British agency in America --Took weird side trips along the way --related to Rosser Reeves

Shirley Polykoff philosophy (5)

--changed much of her Jewish heritage to get jobs Philosophy: 1. wrote from personal experience 2. spoke to consumer from experience 3. addressed emotional/social benefits and fears/concerns connected to using the product 4. testing "average woman" response 5. skeptical of use of other forms of research

David Ogilvy Impact left, books he wrote (3), and who were his influences (5)

--considered the "Creative Revolution" leader --very rule oriented/ very admiring of research Books: 1. "Ogilvy on Advertising" 2. "Confessions of an Advertising Man" 3. "Hewitt, Ogilvy, Benson & Mather" Influences: 1. George Gallup 2. James Webb Young 3. John Caples 4. Helen Resor 5. Gerald Lambert

who was Helen (Lansdowne) Resor and what was her groundbreaking ad/ impact?

--creative side of the agency --strong believer of imagery (Image Advertising) Groundbreaking ad: (1917) Woodbury's Facial Soup Campaign --"A skin you love to touch": first ad selling sex to women --Successful bc it got a lot of attention ----then, the actual product (soap) ended up being bad so popularity feel when people found out the product sucked

Stanley Resor

--financial side of the agency --credited for coining a brand name and owning it (AKA motto)

what was MTV like when it began August 1981

--promotional product was programming: only played music videos (given to channel for free) --1st viable cable channel with ESPN, CNN and Nickelodeon

What 2 competing philosophies begin to emerge in the industrializing age?

1. "Reason Why" Advertising 2. "Image" Advertising

Revolutionary inventions for the pre-industrial era (6) and the impact it had on society

1. (150 BC) Chinese invented PAPER 2. (1275) Europe had its first PAPER MILL 3. (1440s) Gutenberg invented PRINTING PRESS 4. (1472) 1st ad appeared in ENGLISH (selling paper book- ad hung on church doors in London) 5. (1704) Boston Newsletter began CARRYING ADS 6. (mid-1700s) Benjamin Franklin makes ads readable by adding WHITE SPACE IMPACT: the invention of paper and the printing press increased literacy rates and brought about the 1st form of written advertising

5 aspects associated with the emergence of the Radio in the late 1920s

1. 1st imagined as telegraph or telephone 2. Sponsorships: technology intended one way then molded to fit society's needs (EX: Internet) 3. Music and Narrative 4. Announcers and jingles: rhyme and rhythm were HUGE for memorability (oral culture) ----VERY REPETITIVE 5. Early radio commercials ----Timing/Integration in program ----Sponsorship ----Playing with message ----Announcers and jingles ----The jingles appeals to children

Mary Wells Lawerence Classic Campaigns (5)

1. Alka-Seltzer 2. Benson & Hedges 3. Braniff Airlines: "Hi, I'm Cheryl. Fly Me" --planes colored bright colors, designer interiors, changed attendants outfits, made the "Air Strip" slogan have a DUAL meaning to add sex appeal ----changed these to fit with ads 4. Love Cosmetics 5. American Motors

Major figures of the Creative Revolution (3)

1. Bill Bernbach 2. Leo Burnett 3. Mary Wells Lawrence

6 important figures under "Image" Advertising

1. Helen Lansdowne Resor 4. Bill Bernbach 5. Mary Wells Lawrence 3. Theodore MacManus 2. Ernest Elmo Calkins 6. Jay Chiat/Lee Chow

overview of the Evolution of Integrated Brand Promotion (2)

1. Integrated Marketing Communications focused more on brand development created the IBP approach 2. more $ is being allocated to promotional tools than the advertising itself

Who are the historical figures to "Reason Why" Advertising? (4)

1. John E. Powers 2. John Kennedy/Albert Lasker 3. Claude Hopkins/Albert Lasker 4. Rosser Reeves

Effects of Mac advertisement to 1984 society (6)

1. PR impact of spots- "Event Spots" --EX: Superbowl 2. big budget production allowed to elaborate intertext (referencing other text/conventions) 3. solidified brand positioning for Apple --"Think Differently" --"For the rest of us" 4. cult status and "demonizing" (making competition the bad guy) 5. design leadership: what's next? 5. new "languages" of image (Mac) and music (iPod) 6. antihero/antihype

Leo Burnett's agency Impact (3)

1. People in NY started talking about the "Burnettization" of advertising 2. leadership in TV 3. The "Chicago School of Advertising" referred to Burnett's advertising

4 Historical Periods in Advertiding

1. Pre-Industrial 2. Industrializing 3. Industrial 4. Post-Industrial

Principles of free-market economies (4)

1. Self-Interest 2. Complete Information 3. Many buyers and sellers 4. Absence of externalities (social costs)

The Rise of Capitalism: what are the 3 periods of time that had major changes in the world of advertising and what were those changes?

1. The Rise of Capitalism --competition for resources (capitol) and stimulating demands (promoting goods) --used goods created during the IR 2. The Industrial Revolution --mass production of goods needs demand stimulation --began in England in the 1750s and moved to US in the early 1800s --War of 1812 boosted production --transportation increased: building of train tracks moved people and products quicker 3. Advertisers, Retailers and Consumers --BRANDING emerges to control channels (to guarantee quality) 4. Rise of modern mass media --democratization of goods: the average person has access to what used to be considered luxuries --creation of the printing press: the ability to release info and reach diversity audiences increased

LECTURE QUESTION: What characteristics of the pre-industrial oral culture were evident? (7)

1. bard, herald, town crier, circus barker 2. rhyme, rhythm, repetition 3. nonsense words 4. democratic appeal: verbally talking to everyone (rich and poor) 5. boredom and Barnumization: oral eliminates boredom 6. humbug and shameless self-promotion 7. Mnemonic phrases: ways to remember things

Roster Reeve's: "Mid-century heir to "Reason Why" advertising" Impact (4)

1. became chairman of Ted Bates Agency 2. one of the most influential and obnoxious advertising writers in American history 3. typified hard sell approach 4. developed the concept of USP and avocated repetition to increase effectiveness in advertising

Leo Burnett description (3) and what is he famous for?

1. categorized as the "Creative Revolution" guy, but work was more independent and less NY oriented 2. as important as a manager/inspirer of people as he was a COPYWRITER 3. used Image advertising famous for trade characters ----EX: Tony the Tiger, the Pillsbury Doughboy, THE MARLBORO MAN (made Marlboro biggest brand by 1972), the Jolly Green Gaint

CONs of ethical advertising

1. dangerous if misleading 2. promote unhealthy products 3. encourage conformity 4. glorify conspicuous consumption 5. target vulnerable markets

overview of The Evolution of Advertising (2)

1. efficient production methods and demand stimulation 2. urbanization, transportation and communications allowed advertising to grow

what are the 2 aspects of "Image" Advertising and things it is associated with (9)

1. emotional advertising 2. soft sell Things it is associated with: 1. Pictures/music 2. Emotional or aesthetic appeal 3. soft sell 4. measurement issues: hard to measure impact --brand building creates long-term effect 5. Qualitative research (Quality) 6. Brand Equity/Value 7. Good times --riskier 9. NOT Zealotry: important figures broke the rules --most times they defended themselves

Bill Bernbach advertising style (5)

1. extreme aversion to rules and formulae 2. values originality, freshness and uniqueness 3. focused on product (quality) --"nothing makes a bad product fail faster than a great advertising campaign" 4. Independence from client 5. BIG FOCUS on integration of art and copy

What are the functions of advertising as a marketing tool? (7)

1. identify products and differentiate them from others- THIS IS BRANDING 2. communicate information about product, features and place of sale 3. induces consumers to try new products or suggest reuse 4. stimulates distribution 5. increase product use 6. build VALUE, brand preference and loyalty 7. lower the overall cost of sales

PROs of ethical advertising (5)

1. improves standard of living 2. inform of availability to products 3. give products with personality 4. help us make personal statements 5. foster free press and nonprofits

what 10 aspects that define the change into the industrializing age?

1. large companies increased production capacity 2. urban population grew leading to demand growth 3. machines took place of animals 4. distribution of goods grows 5. Increased need for mass marketing techniques --EX: branding --started using magazines for advertising 6. "Dailies" (Daily papers) grew in popularity 7. producers needed consumption to match mass production 8. Railroads/steamship spread word fast --transportation breakthroughs facilitated distribution 9. Advertising is considered an embarrassment by some bc no regulation 10. For the 1st time, it cost less to buy a product than to make it

Characteristic touches of Bill Bernbach (9)

1. negative benefits --EX: Volkswagon "Think Small" campaign 2. advertiser self-deprecation: makes consumer the advertiser 3. Irreverence 4. Ethnicity: he was Jewish- brought diversity 5. Personal, direct-address quotes 6. social-savvy/sophistication 7. wit rather than humor 8. Subtle backhand to competition 9. Recognition of discourse

Characteristics of the 70's in the US (6) and the impact on advertising (3)

1. polyester/disco 2. civil rights and women's liberation affect advertising 3. hedonistic values: pleasure 4. regulation and oversight 5. Nixon is president and we just ost the Vietnam War --student protests- Kent State shooting 6. Dependent on foreign oil IMPACT: 1. advertisers turn back to the hard sell approach 2. civil rights and women's liberation affect advertising 3. hedonistic values: pleasure

WW2 and the 50s: Characteristics of the Golden Era (7)

1. products linked to patriotism 2. fascination with "science" 3. subliminal advertising scare --people believed bc of Nazi advertising that advertising can subliminally make you do things you would not normally do (impacted perception) 4. social aspect comes back 5. movement to the suburbs: "Baby Boom" 6. start of Rock and Roll/ Sexual Revolution 7. development of TV

what are the 3 aspects of "Reason Why" Advertising and things it is associated with (9)

1. rational advertising 2. Unique Selling Proposition 3. Hard Sell: "buy now!" Things it is associated with: 1. long copy and numbers 2. logic 3. science 4. measurement 5. QUANTITATIVE (quantity/amount) data: experimental/survey research, numbers come from data 6. Coupons and samples: you get to try 7. Hard sell 8. Hard times --peoples' focus turns to cost during hard economic times 9. Zealotry: people believed the only way was THEIR way --EX: Hopkins writing about the "Science of Advertising"

Mary Wells Lawerence Philosophy (6)

1. theatrically oriented/ TV oriented --TV was dominant in homes 2. youth culture emphasis --took hold through social revolution 3. Music/art/personality crossover --she brought all figures into advertising to capitalize on their fame 4. International perspective (not global) --language and images drew from different cultures 5. Use of humor --message came from product 6. Strong use of product level research --1/2 of payroll went to this USES STYLE AND IMAGE ADVERTISING

what is the industrializing age?

1800 to 1900: from the mid-1700s through the end of WWI: The process of becoming industrial --manufacturers were primarily concerned with production (Marketing wasn't a big concern)

What is Part 1 of the industrializing age? (4)

1800-1875 1. "Dailies" grow in popularity 2. Railroads spread the word 3. Advertising was considered an embarrassment by some 4. NO regulation of products

Who formed the 1st advertising agency and what was it called? --3 things they were the 1st at doing as well

1869, Francis Ayer- N.W. Ayer & Sons (A & W) --1st to charge commission based on "net cost of space" --first to conduct formal market survey --(1890) first agency to operate as agencies to today: planning, creating and executing complete ad campaigns for media-paid commissions or fees from advertiser

What is the industrial revolution and what 3 techniques in advertising came?

1900-1980 --fresh markets for new, inexpensive brands of luxury and convenience goods --focus turns to CONSUMPTION --emphasis on the importance of branding and national advertising Techniques: 1. The product positioning era ----positioning 2. Product differentiation 3. Market segmentation

What and when was the Creative Revolution

1960-1972 --New York-oriented --creatives gain control ------advertising, in general, gained more control --advertising emerges as icon of culture fascinated with consumption --more tech-savvy: more capable of communicating with consumers

The Designer Era characteristics

1980-1992 1. conservative politics --class based/value conscious --higher level of economic comfort 2. late infomercials were born 3. Impact of MTV

what is the Post-Industrial age

1980-present period of BIG change when people first became aware of the sensitivity of the environment that we live in --people started to care about environment

Macintosh Introduction

1984- postindustrial "Think Differently" --Superbowl Million $ Min was the most important ad --put Apple vs. IBM (workhorse of the time) ----spreadsheets vs. ease of use: apple was envisioned to be a creative/play tool --client as the author/product as the antihero

Characteristics of The E-Revolution (4)

1993-2000 --stage 1 of the web revolution --new media applications disappoint many advertisers --digital media measurement "revolution" was NOT really a revolution --"centers" of advertising powers move West

what was the first formats of advertising and mass medium

1st formats: posters, handbills, newboys and signs 1st mass medium: the newspaper

Consumer "Empowerment" and Branded Entertainment era characteristics (5)

2000-present --phase 2 of e-ad-evolution (Web 2.0): much more successful than Phase 1 --consumer control emerges in this era ----consumer generated content/ cocreation of ads --e-business explodes --online shopping makes major comeback --ad spending online grows due to growth in interactive, wireless and broadband technologies

Background of the 60s (4)

A LOT OF CHANGE --civil rights --sex/drugs/Rock and Roll --Vietnam --The Feminine Mystique: the 2nd wave of the women's rights movement

what is Product differentiation?

Advertisers seek to portray their brands as different from and better than the competition by offering consumers quality, variety and convenience --differences seen through advertising, packaging or physical product differences EX: Wheaties becoming the Breakfast of Champions

LECTURE QUESTION: Which of the following is true about Apple's 1984 commercial?

Apple is represented by a female athlete

LECTURE QUESTION: What famous American figure is considered by many to be the father of advertising art?

Benjamin Franklin

Who is the father of advertising art

Benjamin Franklin --first to use illustrations in ads

Historical Campaigns of Importance: Volkswagen

Bill Bernbach Creative Revolution- Industrial

Historical Campaigns of Importance: Avis

Bill Bernback: CR in Industrial Era (burned competition through comparative advertising)

what is "Salesmanship in print" and what did Hopkins advocate to understand and conduct this concept?

Claude Hopkins concept: one must express themselves like salesmen (clearly, briefly and convincingly) ----very expensive ----loose talk matters little ----When talking to millions at big cost, the weight of your claims are important Advocated for research to understand and evaluate how to conduct this "Salesmanship in print"

who is the father of the creative revolution

David Ogilvy

Historical Campaigns of Importance: Goodyear

David Ogilvy: Creative Revolution- Industrial Era

LECTURE QUESTION: Helen Resor's work was groundbreaking bc her ads were the first ads to use sexual appeal. (T/F)

FALSE --her ads were the first to use sexual appeal TO WOMEN not in general

Problems of the preindustrial era

FEW COULD READ --Advertisers had to communicate to literate and illiterate with words and images

how did photography impact advertising?

HUGE INVENTION --created credibility and a new world of creativity

Historical Campaigns of Importance: Woodbury's

Helen Resor Roaring 20s- Industrial Era

Shirley Polykoff 2 great ads and their impacts

Impact: 1. Clairol's "Does She or Doesn't She...." ad created by Polykoff used sexual innuendos to sell hair color (against the norms) 2. "Do Blondes Have More Fun" attached the 60's YOUTH culture to dramatically change hair color

LECTURE QUESTION: During the ______________ age, manufacturers were concerned principally with production. The primary burden of marketing fell on wholesalers.

Industrializing --NOT INDUSTRIAL bc industrial focused on consuming

Historical Campaigns of Importance: M&Ms

Leo Burnett: CR in Industrial Era

LECTURE QUESTION: In the 1980s, advertising was influenced by which 2 trends?

MTV and infomercials

Historical Campaigns of Importance: Apple

Post-Industrial

Historical Campaigns of Importance: Anakin

Rosser Reeves: Golden Era/CR in Industrial Era

what is Market segmentation

marketers segmented their markets to focus on unique groups whose needs could be addressed through specialized products --meets needs of some, but not all

LECTURE QUESTION: During the preindustrial age, most advertisements took the form of signs and symbols such as a beer tankard indicating a tavern because:

most people were illiterate

LECTURE QUESTION: Apple's 1984 commercial set up Mac as the family-friendly, social computer and IBM as the individualistic, egotistic computer. (T/F)

TRUE

What is Part 2 of the industrializing age?

The P.T. Barnum Era (1875-1918) 1. the dawn of the consumer culture 2. Advertising becomes an industry (bold and hypey) 3. More regulations on products- Health codes --Congress passed Food and Drug Act: affected outrageous claims advertisers made 4. ads made by Barnum had dense copy and bold designs

LECTURE QUESTION: For Americans, the profession of advertising began when ________________ set up business in Philadelphia in 1841. (answer name and T/F)

Volney B. Palmer and TRUE --he set up stage for commission system --he sold advertising space at higher costs than what he bought it for

definition of sales promotion

a direct offer with extra incentives along the marketing route -- used to accelerate the movement of the product from the producer to the consumer

what is branding

a marketing function that identifies products and their source and differentiates them from other products

Definition of demarketing when it started to how it transformed

advertising was used to slow the demand for products during the 70s-80s EX: energy producers slowed demand by asking to refrain doing activities when the demand for electricity is high how it transformed: became an aggressive strategic tool to use against competitors

when did the golden age of advertising start

after WW2 ended

Who is Claude Hopkins? (4)

lived from 1866-1932 1. outlined the principles of advertising for the first time (credited) ----had large influence on those who came after him 2. wrote "Scientific Advertising" 3. "Salesmanship in print" 4. had huge influence of David Ogilvy (father of the creative revolution)

what is J. Walter Thompson and was the impact of the rise of it (2)?

an advertising agency credited to Stanley and Helen (Lansdowne) Resor IMPACT: 1. led advertising industry into its 1st great BOOM in its industry 2. coined the idea of brand names and encouraged social class aspiration through advertising (more social mobility)

In the 1960s, after companies turned to market segmentation, what did emphasis turn to?

brand image and personality of the advertisement

when did the modern age of advertising emerge?

by the end of WW1

narrowcasting

delivering programming to a specific group defined by demographics and/or program content, rather than mass appeal --opposite of broadcasting --usually used to describe cable networks

when did puffery advertising begin and why

early 1700s pre-industrial bc world's population had grown and ads were everywhere

what are consumer packaged goods

everyday-use consumer packaged by manufacturers and sold through retail stores --goods are used up quickly and bought frequently EX: food and beverages, health and beauty care, cleaning products, and detergents

Leo Burnett background

from Chicago --started business in the MIDDLE of the Great Depression and becomes the biggest agency in Chicago in the 50s

Principles of free-market economies: Many buyers and sellers --2 Outcomes

improves competition and innovation OUTCOME: prevents against monopolies/ sellers can find customers who are interested in the unique products they are able to produce at a fair price

Principles of free-market economies: Self-Interest --Outcome

people and organizations generally act in their own self-interest OUTCOME: greater diversity of products and a high incentive for companies to develop NEW products

When was the pre-industrial era

pre-1800s --for Western civilization, period of time between the beginning of written history and around the beg. of the 19th century

what is the Unique Selling Proposition (USP)

the distinctive benefits/features that differentiate a product from its competitors --THIS IS THE REASON marketers believe consumers will buy a product even through it may seem no different from many others just like it

Principles of free-market economies: Complete Information --Outcome

the more information, the more efficient competition --we need complete info to make the BEST self-interest decisions --many time all info is not conveyed just enough to hook you OUTCOME: better quality products for less $

Principles of free-market economies: absence of externalities (social costs)

the sale of consumption of products may BENEFIT OR HARM people who are not involved in the transaction --government uses taxation or regulation to compensate for or eliminate the social costs EX: cigarettes

what do early advertisements resemble today?

today's classifieds

1940s and 1950s: Wartime Technology Impact

transfer of wartime technology to a wide range of product categories --implications for product performance --"patented formulas" and "secret ingredients" become abused terms --admiration and aspiration for science ----research in advertising increases ----more scientific info in ads INTRO TO ROSSER REEVES "Reason Why" Advertising

What is John Powers do under "Reason Why" Advertising?

used simple direct language to talk to the average person --had a direct influence on Claude Hopkins

what is product positioning? And what does the Product Positioning era insists really matters?

ways to differentiate products and brands --IMAGE IS IMPORTANT what really matters is how the brand stacks up against competition IN THE CONSUMER'S MIND (how it is positioned) --the association of a brand's features and benefits with a particular set of needs