History of Advertising Exam Three!

How did advertisers react?

"Today, thank God, we are back in business as salesman instead of pretentious entertainers. The pendulum has swing back our way - the Hopkins way." (Ogilvy) • Return to the HARD SELL

3. David Ogilvy

- "Every advertisement is part of the long-term investment in the personality of the brand" - The POPE of advertising - Fusion of Hopkin's scientific claim and Rubicam's image tradition - The Ogilvy formula: • Picture with story quality • Long headline • Straight forward copy - Purpose of advertising was to sell the product • "Never forget: advertising is about selling." • Similarities with Rosser Reeves, but: o "The consumer isn't a moron, she's your wife" • "I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product" - Branding: • Soft sell • "Story appeal." • Followed the basic rules of advertising: o Research and position the product o Develop a brand image o Have a big idea - Campaigns: • American Express, Sears, Ford, Shell, Barbie, Pond's, Dove, and Maxwell House • Rolls Royce o "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock" o Importance of research • Schweppes (1953) o Colonel Edward Whitehead o Snob appeal of accent o The living embodiment of the "schweppervescent" upscale mixer o Within five years: Schweppes sales increased by 500% • Hathaway Shirt o Hathaway man - man with a eye patch, why is he wearing that eye patch?! • Compelling image - who is this Hathaway man? • Inspiration for the most interesting man in the world (Dos Equis)

2. Leo Burnett

- "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." - Anchored the pitch in the product itself • Sparked interest with good artwork, information, recipes and humor - Stressed the inherent drama of the product = a particular way of looking at the product that could be found only in the product itself • "Identify the thing about that product that keeps it in the marketplace... capturing that, and then taking that thing - whatever it is - and making the thing itself arresting." - Burnett moved the image to center stage • Visual eloquence: The ad was about the visual narrative, not the copy or the text. It wasn't argument heavy • Appealed to: the "basic emotions and primitive instincts" of consumers • Symbol -> Brand picture engraved on their consciousness • Based on Walter Lippmann and his Public Opinion (1922) o Pictures are "the surest way of conveying an idea. A leader or an interest that can make itself master of current symbols is master of the current situation." - Early Campaigns: • 1940: American Meat Institute Account • 1949: Pillsbury Family Flour Account - Other campaigns: • United Airlines "fly the friendly skies" • "You're in good hand with Allstate" • "When you're out of Schlitz, you're out of beer" • Kellogg's "The Best to you Each Morning" - Advertising Icons: - Chicago School of Advertising • "Share of market" could only be built on "share of mind" • Visual triggers • Subconscious acceptance • Mid-American homeyness rather than eastern sophistication o "Sodbusting corniness" = language and imagery that drive home a point by conveying a feeling of straightforward honesty • Reflect the American values of strength, tradition, comfort, and family - Marlboro Man: • Studies indicated smokers couldn't identify their own brand o Not about flavor but about image and brand • Marlboro o "Mild as may" o "Red beauty tip" o How do you get men to smoke Marlboros? • Marlboro Man conveys: o Prestige o Tattoo = Independence o "Marlboro Country" = membership in a group, a sense of belonging

Great Depression and Upstart Agencies - How do you sell things in a time of widespread unemployment, poverty?

- Sterling Getchell Agency: opened in 1931, at the height of the GD • Approach to advertising was perfect for GD o Ex: "Look at all Three" for Plymouth • Consumers looked at GM, and Ford, and then Chrysler and chose to buy the Plymouth • Didn't actually name the names of competition • Comparison shopping idea o Ex: Ritz crackers • The pictures almost looked like stills from a movie • Visual appeal - Ruthrauff & Ryan: 1920s, advertising spoke to hard working Americans • Ex: Lifebouy o Visual advertising • Ex: Cocomalt o Directed at mothers to make sure they were doing what they can to make their children succeed

Themes during WWII Ad:

1) Being a frugal consumer. Government has to caution people about their spending, and what they should buy. Don't buy things with your money, even though you have money now!! Ex: Mrs. Jones' teacup is chipped, but she doesn't need to buy a new one. Chevrolet, we are patriotic and serve America, buy our car. Skinless- the NO WASTE food: don't over eat, but skinless franks (Hot-dog) don't waste food! FOOD IS A WEAPON, DON'T WASTE IT! Having to buy war bonds: "And please, dear lord, send my brother the airplanes he needs quick! ... pulls at heart strings to get people to buy bonds. • Sacrifice or self-serving? o Brag ads = the main intent focused more on promoting the merits of a corporation, product, or service for the war effort; rather than concerning patriotism ... pushed the envelope of what people thought was okay. (all about the product). Takes advantage of the patriotism that people feel at the time. • Ex: Western Electric, Philco(giving the enemy the finger. Edge Ad. Company bragging about how great they are. The V is for volume but also has different meaning), Boeing, Lockheed Martin o Issue advertising or advocacy advertising = Advertising that is concerned with the circulation of ideas and clarification of social issues of public importance in a manner that supports the position and interest of the sponsor. o "Exvertisement" = distracting consumer away form the issue, diverting it to something else so that the company doesn't have to fix the issue. • Ex: Kid in Upper 4- three boys in on a bunk bed. "The new Haven railroad" facing criticism about the service being very bad. The guy on the top bunk has a light on him, and he looks angelic. During WWII, trains were used to move soldiers, so if you were a regular citizen they would have horrible accommodations in the train. The Ad utilized the war, and how men could possibly die and what he would miss while he is away at war. They tugged at audience's heartstrings. Basically citizens stop complaining about our service because we are doing patriotic things for the war and soldiers. "How dare you complain about our service". Consumers you are Wrong... wonderful twist! • Visual appeal • Tone of the copy • Another EX: Alcoholic drinking. We want you to drink, but drink responsibly. Ex: a lot of Ads in super bowl! Chrysler with Eminem: Imported from Detroit, blue collar, working town, represents hard work—Chrysler= the American car. If we want to support those hard workers and America than we should buy a Chrysler. Even though as a product Chryslers are not the best choice at all.

Advertising's response:

1. Focusing on branding and image 2. Taking a global perspective

Television:

1927: Bell Telephone conducts the first long-distance television transmission between New York TV had "destroyed the impediment of distance" Cost: 3-inch screen cost $125 ($1,863 in 2007) 12-inch screen cost $445 ($6,633 in 2007) 1939: World's Fair booth in New York 1941: First commercial for Bulova watches o $9 for a placement on new york station WNBT o 10-second spot displayed a picture of a clock superimposed on a map of the US. • Voice- over "America runs on Bulova time." Pretty boring Ad. New medium to advertise in. they didn't know how to use television, or how to apply advertising to television. • About 4,000 households had TVs... not very many. Most were in the North East. Only going to reach a handful of people in a certain geological range. • Production halted as US entered WWII. Factories who made TV before the war, when the war started, they began to produce other things.

1964: Daisy

: threat of nuclear war was a big fear at this time. Goldwater seemed as if he was ready to start a war at anytime. LBJ was seen as more of a pacifist • LBJ (democrate) v. Goldwater (republican)- first time democrats were able to get a good well known advertising agency. • DDB o Team of 40 supporters in the agency, who spent all waking hours working on campaign o Personal cause. • "Daisy": little girl counting daisy pedals. Became news. The threat of nuclear war is going to happen if you vote for Goldwater. The stakes are too high for people to note vote for LBJ. Compelling ad. Positioned Johnson as the smarter candidate. o Ran once but became a news story o Spinning Goldwater as a war monger • Results: (One can't get into office without advertising without presenting themselves on TV) LBJ won, but he was no better then Goldwater when he came into office. o Victory o Remorse: they felt bad that they helped get him into office.

Golden Age of Advertising:

A time of turmoil and change. They were a part of the 1960's and the culture. They were a mirror as well as an engine to these changes. - Creative Revolution: a shift of how advertising looked during this time period. It was a question of if the product should be about information, or creating the message. It was a lot cleaner and simple. • Information vs. inspiration • Minimalism: simple and clear lines • Humor, wit, elegance • Participatory: Ex- Calvert reserve! One has a pic of a man drinking the liquor, and the other one has lines for the consumer to write their own whiskey ad. • Organizationally: free, cooperative, anti-authoritarian. Agencies were more flat. Anyone could have input in what ads should look like. • Hip consumerism and mass society critique. You're cooler than that, hipper than that. You should buy differently, should be a hip consumer.

• Benefits:

Cheaper, usable results, intuitive o EX: prunes (reminds people of being old and wrinkly), coffee (hanging out with friends)

Four Creative Philosophies 1. Rosser Reeves:

Different from the other group. Hard sell approach, research driven. Didn't think highly of consumers. He thought advertising was about selling. Getting people to the store to buy. Give them one message and that's it. • "The consumer tends to remember just one thing from an advertisement - one strong claim, or one strong concept." • Unique Selling Proposition: o Advertisement must make a proposition to the consumer: • "Buy this product, and you will get this specific benefit." o Proposition must be unique o Proposition must be strong enough to move the mass consumers • Had to be strong and compelling. Relied totally on research. • Hard sell ads were repetitive, unpleasant, intrusive and successful. Boring o 1945: $16 million in annual billings o 1960: $130 million in annual billings • Anacin o In 18 months sales increased three-fold from $18 million to $54 million - Ads should be unchanging with a single slogan • M&Ms melt in your mouth, not in your hand • Only Videroy give you 20,000 filter traps in every filter • Wonder bread builds strong bodies 8 ways

1960s: Creative Revolution

Half the population was under the age of 25. Tension between older Americans and younger Americans. Changing values

Global Marketing Challenges:

Have to be sensitive to cultural norms and differences • KFC in China: - Finger Lickin' Good -> Eat your fingers off... Need to know how the language change will effect your slogan • Perdue Chicken in Mexico: - It takes a tough man to make a tender chicken -> It takes a hand man to make a chicken aroused • Coors in Spanish: - Turns it loose-> Suffer from Diarrhea • Clairol in Germany: Mist stick -> "manure" stick

1980s:

President Reagan, was a boom time, marked prosperity, trickle down economy. • Economic boom-> Laissez-faire economics • Ronald Reagan-> Reagonomics, Trickle-down economy, he deregulated the stock market • War on Drugs-> most popular drug is cocaine. Nancy Reagan's war on drugs. • Technology -> • Me decade-> greed and materialism. Indulgence. • International events->

Television: #2

Recap • Beginnings • Conveys typical American values: Leave it to Beaver • 1941: First commercial for Bulova watches o $9 for a placement on New York station WNBT • World War II Postwar • TV was a loud promoter of the American Dream o Consumer orientation o Values o Standardizing, homogenizing • Growth in TV advertisers o Oct. 1947: 89 advertisers o April 1948: 211 • Unsure footing: o 1 million TV viewers in the US, and 60% concentrated in NYC o Adoption rates • 1950: 9% of U.S. households • 1955: 64.5% • 1960: 87% • 1970: 95% o Confusion over the effects of TV • Hard sell and proposition • Getting through the clutter • Ex: Lucky Strike • Fun Fact: We burn more calories sitting on the couch doing nothing rather than sitting on the couch watching TV o Expensive: • TV: Cost per viewer = 1.5 cents • Radio: Cost per listener = 1/5th of a cent • Lucky Strike, Alka-Seltzer • Ex: Westinghouse Fridge: o Black & White commercial o Lots of information about the fridge o Typical suburban house wife o Live, not pre-recorded o Well-known advertiser o Long o Wordiness

• What do the Ads look like?

Selling to very poor consumers. Emphasize value, price, and maybe focus on the youth because they are the future. Investing in the future. Hard sell approach. o EX: Dr. West Toothpaste. Went from color to no color. Before, lady pearls on neck, classy, peaceful. After crash they put price on Ad, used a photo instead of an illustration. Has a lady with a bar across her eyes, and its black and white. Her teeth aren't even in the photo. "Society girl Robbed" .

• Advertising industry feels the pinch:

They wants to make more Ads positive. Things will improve. Don't panic. Ignore the fact that the economy sucks, as advertisers we are going to change that attitude. DIDN'T WORK!! Had to come to reality on this situation... o Staff and salary cuts: deeper cuts had to be made. Some cut by ½. Salary cut form like $200 to $50. Some had to be moved back down the ladder to a very basic job. People who managed to keep their jobs were very stressed, competitive, and would do anything to keep their job. o Business becomes highly competitive o Clients demand more for less: every client was "hot". Agencies would try to steal clients. Keep the ones you have and try and get more. • Rebates, more effective ads. They would demand more. Same kind of work for a lot less money.

• Narrative Appeals of Advertising in the Great Depression: (new and not-so-new): 1. Parable of Economy:

contain moral lessons about everyday life o Framing commodities as necessities- in terms of price, function or symbolic value o Contrast, exaggerations, provoke an immediate reaction • Ex: A1 steak sauce. We know you can't buy a really expensive steak. If you buy this sauce it will taste expensive and tasty! It can feel like a luxury • Ex: Listerine ads: Same Ad but different message style to appeal to this audience. • 1927: little luxuries, such as a scarf or silk stockings • 1932: necessities, such as underwear, belts, suspenders, shoes, even milk, flour or potatoes o Ads equating purchase with job security. You need to do everything you can to not lose your job. Don't have any sick days. They would take that fear and would put that in an Ad message. • Ex: Absorbine Jr.: if you take this it will help you not get sick. Keep your job. • Ex: Long underwear would prevent colds • "Look out! Job in danger. This is a year to fight for jobs! Don't take a chance on a single ordinary cold."

• Wells Rich Greene:

first woman to start her own Ad agency. She was the first woman to own a company that was public for stocks. She was good at capturing the message of the Ad. She was making a quarter of $1 mill. Turned something that's negative about a product and would emphasize it in a positive humorous way. o Plop Plop, fizz fizz o I can't believe I ate the whole thing o I "Heart" New York o Trust the Midas touch o At Ford, Quality is job 1 o Flick your bic o Raise your hand if your sure o Friends don't let friends drive drunk

research • Applied to:

future campaigns

• Advertiser control over content

o "Constructive influence" o Censorship • E.g.: Rod Serling; Nuremberg trials ( documentary took out any mention of gas chambers during the Holocaust for fear of offending any gas companies sponsoring the show)

• 1950s: rising costs of production

o "Magazine" concept replaced the "time franchise" model: advertisers started to buy a minute instead of 30, it was a lot cheaper • Sylvester L. "Pat" Weaver (Sigourney Weavers father) at NBC • Cheaper to buy a minute rather than 30 min • Can target ads much more precisely o Impact on programming content • Programming content became dull and much safer bc of the magazine concept because you have to worry about offending more people rather than the time franchise model where you would only have to worry about offending one perspective; time franchise model was more exciting o "All-media strategy" • The message you put on radio is more consistent than what's in magazines and in TV • Fewer people and salaries that you are paying to do the job

• While research was on the rise

o 1930s and Gallup at Y&R o 1939 JWT's Consumer Panel: why people are buying what they are buying? • Techniques still rudimentary. The ability we have to draw conclusions on statistics aren't always super accurate, and are very poor o By 1950s: Research started to get better • Demographic studies and hard statistics. (Real numbers). Reliable statistics. • Ex: Media department

• War Advertising Council

o 1942: Year it was formed by Office of War Information o Similarity to WWI: Advertising industry offered its services to help fight the enemy: • Promoting war bond sales • Internal security • Rationing • Housing solutions • Precautions against STDs: "She may look clean- But"... o Disagreement over how it should be done: • Donated time and effort? • Paid by the government? • It's okay to advertise at Pre-War levels and rate... Ultimately donated $1 billion in advertising space and time to the cause

• Was research: It became a problem!

o A source? o Symptom? o Solution? • Creatives blamed research: o Focuses on the past and current campaigns. Doesn't help you with future, new campaigns. o Reinforces old ways of doing things.

• Ad spending:

o Ad spending rose during the war • 1941: $2.2 billion • 1945: $2.9 billion

• Communism and the Cold War:

o American open market system vs. Soviet socialism o Consumerism as a patriotic duty

• McCarthysim

o Anticommunism and search for subversives • Evidence of national insecurity and anxiety: could be Russians among us and we don't know about it. • Julius and Ethel Rosenberg: civilians who could be traders, and Russian spies.

• Outcomes: New Deal

o Between 1932 and 1937: • 6 mill fewer unemployment • National income growth of 34%

• Federal EEOC study in 1966: (Equal Employment Opportunity Commission)

o Blacks held 2.5% of white-collar jobs at 64 agencies o Compared to 5.2% in the city as a whole o Blacks were 18.2% of the city's population (so they should have good jobs)

• 1960: poll of 100 creative directors

o Burnett: Pillsbury, Marlboro o Ogilvy: Hathaway, Schweppes, Rolls-Royce o Bernbach: Ohrbach's, Polaroid, El Al and VW

• Carl Ally:

o Cars can last forever. The notion of value. Buy a Volvo, and it will last you forever! Would use comparative ad. o Did work for hertz. He killed the Avis plan. Goes into why Hertz is better. Really successful campaign he made. o

• Pioneered by Ernest Dichter

o Chrysler convertibles v. sedans • Single men vs. married men. Convertibles represent the mistress, and freedom, while the sedan represents stability. o Begins with what buyers want • Sex and security • Firms adopted it in varying degrees: o Ex: Leo Burnett; Foote, Cone and Belding; Y&R; R&R

• Questionable ethics

o Competitive frenzy and heightened anxiety o Outrageous claims and vulgar copy • EX: "Casket cuties"... offended a lot of people. Not the most ethical way of selling a product. o Nudity became more common: • EX: Woodbury Soap- woman lying down naked on steps. Art photographer took this picture... because he was a fine artist, people decided it was art. • EX: Simoniz car wax: Not logical nudity. Made people think about regulating advertising. Is this acceptable? CONSUMER BACKLASH BEGINS!

• Consensus politics

o Democratic and Republican parties were united in both their responses to the Cold War o Homogeneity was reinforced by TV • Programming: Leave it to Beaver • Advertising

• Advertisers react:

o Editorial and Studies: o Only 5% of the public believed advertising assertions o Only 37% believed the most credible advertising claims o NEED TO SELF-REGULATE!

• Nuclear Family

o Emphasis on the traditional family, homemaking, domestic bliss o Defense of American values at home linked with struggle against communism

• Consumption as citizenship

o Fears of a return to the Great Depression o Consumption was not an indulgence but a civic responsibility o Democratizing • 1959: Vice-president Richard Nixon in Moscow Example: Bride Magazines: Young women are suppose to buy things for their wedding, they are suppose to be consumers. Being a consumer is a MUST! By consuming you are keeping America Free, and keeping us from slipping back into the Great Depression.

• Daytime Radio:

o Frank Hummert (of Blackett-Sample-Hummert) and human interest stories • Just plain Bill (Kolynos toothpaste) • Betty and Bob (Gold Medal Flour) o Featured implausible situations, overly dramatic dialogue and very slow plot progression - Soap Operas o 1938: Radio passed magazines as a source of ad revenue - Coca Cola and Santa Claus: • One of the most successful ways to make your product indispensable is to weave it into the fabric of the culture, for example by tying it into a ritual or ceremony o Ex: breakfast and cereal, coffee break, cocktail hour, super bowl Sunday, mother's day • Syncretism = one system is laid down over another o Ex: Halloween - has its roots as a pagan festival but advertisers have taken it over to be about candy and costumes o Ex: Easter - religious holiday taken to represent candy, eggs, and the Easter bunny • 1920s challenge for Coke - coke was having trouble selling in winter and wanted to make it a cold weather beverage o Initially: "thirst knows no season" o 1931: Campaign launched showing Santa enjoying a bottle of coke o Rad for 33 years • Santa + coke are synonymous

2. Parable of First impression

o Given the precarious nature of job security, first impressions became even more important o Ads emphasized unkempt nails, bad breath, dirty appearance, sagging socks. One needs to present yourself well at all times o EX: getting jobs, and even social aspects of life. "and he wonders why he said no" ... cause he was wearing sagging socks. o Role of wives: o Encouraged to take responsibility for their husbands. If they get a job they need to stay clean to keep his job. Husbands have to stay clean and look good in order to get a job.

• Criticisms: Whether it's actually a rigorous way of collecting research

o Methodological rigor o Manipulative: getting to ideas and thoughts that we aren't even aware of. Researchers get into our minds. • Vance Packard's The Hidden Persuaders (1957). This threat that someone else can tap into my subcouncious and get me to buy things that I may not need.

• Congress on Racial Equality (CORE) pressured advertisers like P&G, Colgate-Palmolive, Pepsi

o NYC Commission on Human Rights • Monitored ads for 12 months and found only 314/7,430 (4%) depicted blacks o Progress in terms of depictions... We are slowly moving away from the stereotypical depictions.

World War II • Production and prosperity

o Production boomed at aircraft factories, shipyards, ammunitions plants, other critical wartime industries o Previsouly high unemployment became a manpower shortage o Manpower shortage= mandatory 48-hour workweeks in factories o Since men went off to war, so 18 million Women entered the workforce

Motivational Research: • Qualitative method: based on words.

o Psychology and psychoanalysis o Subconscious nonrational levels of motivation o Depth interviews, focus groups, word association, sentence completion

Regulation During Great Depression • Push to:

o Regulate advertising and labeling o Establish government-enforced grade labeling of food • How do brands succeed in that kind of market? • Regulations o 1934: FDA expanded to cover cosmetics o 1938: Copeland bill gave FDA power over manufacture and sale of drugs o 1938: Wheeler Lea Act amended FTC to protect consumers as well as competition

• Summary: 4 Creative Philosphies

o Rosser Reeves→ USP o Leo Burnett→ inherent drama o David Ogilvy-→ branding o Bill Bernbach→ interrupting idea

The Roaring '20s Comes to a Halt • Roosevelt's New Deal

o Savings account insured o Loans to homeowners o Creation of social security o Financial aid to the unemployed o Tighter regulations on Wall Street—This is one that we don't really have today. (Glass stegel act)... Before this the bank could take our money and invest things. This thing made a law that our money had to be in the bank. In 1999 this act was loosened, which paved the way to the great recession.

• Consumer movement hit a wall in WWII:

o Shift in focus: Less attention paid to concerns about consumers. Only need to consume things that are necessary. Weren't interested anymore. o Conservation campaigns/messages: • "Use it up, wear it out, make it do or do without": you shouldn't just buy anything. Need to be frugal. • Ex: Saved fat for ammunitions; collected tin cans, rubber, paper for recycling; curtailed auto travel; accepted food rations;

• Automobile advertising hit hard

o U.S. made cars were large, not fuel efficient, unsafe, poorly made. Ralph Nader wrote a book on how bad American cars were. o Rise in imports, especially Japanese o Plunging sales o Decline in advertising o Spread to other industries: steel, glass, rubber • 1975: worst economic slump since the Depression

• Presence in advertisements:

o WE start to see a little more progress in how African Americans are depicted in the 1960's. Trying to make the representations fairer, and truer.

• Age of technology

o War technologies (i.e. nylon, aerosol, tissues, sanitary pads) o Automation: press one button and it does it for you. o Styling: very influenced by wartime technology. (Fins on a car, like one would see on an airplane.) o Space exploration: Sputnik 1, Sputnik 2, NASA o Atom Bomb: dropped on Japan in WWII

2. Women's rights

o Women have been more central to advertising: Have always had a big impact on advertising, and have usually been the target audience and in advertising. Can thank DDB for a lot of progress for women moving up in the ranks in the industry. o Mrs. Consumer o Early industry presence o Roles expanding and contracting for 150 years • M.C. Weil • Two patent medicines, Peruna and Swamp Root • Sunny Jim character for Force Cereal was created by two women o In advertising campaigns: o Stereotypes o 1960s challenged these roles- because of the feminists movement and the civil rights movement o Fostering or co-opting feminism? o Virginia Slims: "You've come a long way, baby": Campaign that talks directly to the feminists movement and progress over the years. Cig ad. Criticized that the feminist's movement is only about women's right to smoke. o Charlie: She's very Charlie. Perfume. Women walking with long strides, and are busy; doing important things. Revlon... if you worked for Revlon you couldn't wear pants; you had to wear a skirt.

• Contrast with other models:

o e.g.: U.K., Canada ( TV programming was supported through taxes; BBC and CBC; allowed for private stations)

Advertising is...

part of our culture, society. don't just assume that their is this invisible hand just doing the ads. We are part of it. It shows what is going on in a culture.

4. Parable of the Unraised Hand:

reference the idea of having to invest in children. Parents won't get money back, but for children can. o Scolding the parents for being neglectful. Parents not buying their kids what they would need in life to succeed. Take care of children. i. Success = buying the right things ii. Emphasis on academic failure 1. Why? 2. Hope rested with the children to fulfill the dreams and aspirations of their parents o Ex: The strange case of little Mary Dodd: Real Life movie. Mary didn't rasie her hand in class, wasn't full of life- parents now concerned. Went to the doctor... he says she isn't eating the right things, she needs more fiber, not eating the right breakfast cereal. Then she eats the cereal for breakfast, and Mary can now play basketball. o Ex: "Mary was so fidgety she couldn't concentrate..." due to her mother using the wrong toilet paper. - buy Scott Tissues and your child will be able to thrive. 5. Parable of the Skinny Kid: Wasn't about academic success. If the child was plump then the family is better. o Tormented mothers for allowing their children to be too skinny. o Social shame of letting your child becomes skinny and malnourished. i. Ex: Cocomalt: a delicious nourishing drink for these wintery days. Ads change from before crash, to after. "People pitied my boy he was so thin..." - that was the worst, meant she wasn't a good mother cause he was skinny. Then he drank cocomalt and he became the most plump robust boy in his grade.

3. Parable of the Democracy of Goods:

took on a different tone. The things that we buy can be a source of consolation. If we can afford these tiny little luxuries then life is a little more bearable. o Powerful source of consolation in dire times o Compensatory satisfactions: bridge the gap between people who weren't affected by the crash with people who were. i. Ex: American Pencil Company: 1. "Here -- write like a millionaire! A millionaire may ride in a sportier car, live in a richer home, and work at a bigger desk... but he can't write with a better pencil than you can... And the price is ten cents to everyone." ii. Ex: Simmons Beautyrest mattress: same product, same brand that millionaires sleep one. 1. "Live one-third of your life like a millionaire!" iii. Hoover mansion-and-cottage campaign: really took this message appeal to heart. Wasn't a hoover town in the Ad it was a cottage. Which made it bridgeable. 1. Four ladies sitting around admiring a vacuum cleaner. Message... our lives suck... can't do a lot, but we can afford to buy Hoover Vacuum. We can vacuum our sad little cottages, just like the rich vacuum their huge houses. • Is it wise to advertise like that? • Advisability of making stark comparisons between rich and poor? 1. People had never been so eager to enjoy vicarious experiences of the wealthy • Movies are evident of that. They would use them as an escape. 2. More dramatic contrast= more satisfying was the resolution of that contrast • But had to be careful about setting up too wide a contrast iv. The gap had to be bridgeable, or else the Ads won't work.

Papert Koenig Lois:

was a part of DDB, left, and owned his own agency. The market can sustain another creative agency. Creativity is a central part of advertising in the 1960's. Made it public, so one could buy stocks in this agency. Very good at translating his style to TV o "Shot heard round the world" people liked it, but the daughters of the American rev didn't like it. o Cold medicine ad. No information at all! o Wolfschmidts Vodka. Bottle talking to tomato and orange

4. Bill Bernbach

• "Rules are what the artist breaks; the memorable never emerged from a formula." • Exerted the greatest influence on advertising creativity • FATHER OF THE CREATIVITY CONCEPT TEAM • Fusion of image and words o AAAA survey revealed 85% of all ads were ignored by consumers • "We can't question whether the public loves us. They don't even hate us. They are just bored with us." o Ads had to cut through the clutter with an "interrupting" idea • Bernbach said human psyche was bored by repetition and craved novelty→ we crave something new and out of the ordinary • Reeves: was his USP and repetition o Believed in creativity; that advertising was an art, not a science • Advertising was an art, not a science • Research stymied the creative process o Bernbach respected his audience o Art + Copy = something bigger • Campaigns: o Ohrbach's • o Levy's bakery • "You don't have to be Jewish to love Levy's"→ wanted to expand its market beyond Jewish consumers; the ad had diverse representation (ex: black boy, native American) • Bernbach was one of the few agencies at the time to include non-white people in their ads o El Al Israel Airlines • Shows a picture of the ocean; it is a bit edgy and may possibly allude to thoughts of the airline being unsafe but very brave to post the ad o Avis

Legacy of Political Advertising

• "Television is no gimmick, and nobody will ever be elected to major office again without presenting themselves well on it." • Television producer and Nixon Campaign • Positive or negative? o 1984: Reagan v. Mondale o "It's morning again in America"- Very positive, not attacking his opponent. Just saying things are good now, and have been for the past four years, lets stick to that. o 1988: Bush v. Dukakis—(Attack ad) Negative advertising - It injected race in the ad. Bush, in his speeches, would reference Willie Horton o Willie Horton—murdered boy in a robbery and stabbed a little boy 19 times, also stabbed a man and raped the man's girlfriend. • Negative ads: Doesn't necessarily end badly or mean they are bad. We may not like them but we learn from them. o More memorable, more educational, more mobilizing o But can alienate and offend, but not always

State of Advertising Ad spending almost doubled:

• 1945: $2.9 billion • 1950: $5.7 billion

In 1945, Printers' Ink published estimates of agency billings, how well they are doing!

• 1947: JWT first agency to pass $100 million • 1951: joined by BBDO and Young and Rubicam • 1954: McCann-Erickson • 1957, all three topped $200 million in annual billings

First Organized TV Campaign

• 1952: "Eisenhower Answers America" • Rosser Reeves: Eisenhower's team wanted reeves to come us with a slogan that would help him win the office. The opponent however, didn't think advertising should be done for his campaign. o Research o TV spots • USP o Cost: $2 million total. He was able to spread it out amongst the smaller republican groups. o Airings • He put together a series of ads. With each ad he had one single message. Focused on three main issues. He would place these ads at the end of one show and right before the beginning of the next show, called a spot. This placement was cheaper; no one else really wanted this airtime. • The way they shot the ads was done in a way that makes Eisenhower very dominant. Very simple messages that remain consistent. • Eisenhower won, and in '56 Eisenhower vs. Stevenson, Stevenson decided that he needed to do advertising this time around. Eisenhower still won. • Nixon vs. Kennedy debate. If you watched the debate- Kennedy won, but if you listened to it you thought Nixon won.

• Look of advertising: o Use of:

• Abrasive headlines • Scare tactics (fear appeal) • Extensive copy • Multiple typefaces: lots of different fonts • Introduction of what look like Comic Strips type of ad. Since of a movie. Use that visual format to sell Ad. • Realistic visuals photography • Emphasis on low cost • Focus on product benefits • Limited color • Social melodrama, like a soap opera

Political Advertising

• Advertising and politics go hand in hand • Influence of TV • Three kinds: o Positive: its just about the person you are advertising o Comparative: Compare the person to their competitor o Negative: Mudslinging kind of politics; simply criticize the competitor

1. Focusing on branding and image

• Age of Donald Trump, Michael Jackson, Madonna • Labels and brand names: • "Ultraconsumer": an individual who is focused on wealth o Wealth-> celebrities like Madonna and Michael Jackson o MBAs: Wall Street and Gordon Gekko; -> "Greed is good" o 1983: 25 to 35 year olds controlled almost 25% of the nation's disposable income. These are people who aren't worried about buying diapers or paying for college. They are worried about fancy coffee, clothes, and what not. o Yuppies: young urban professional. Spend a lot of money on drinking, clothes and cocaine. • Advertisers focused on branding and labels • Absolut: focused on the image and name o Campaign ran for 25 years and produced o Glossy magazines, no TV o Vodka as a parity product o Competition and a new campaign: had competition so they decided to change their campaign... "In an absolute world" EX: if a politician was lying then their nose would grow, and If men got pregnant instead of woman. These ads never reached the same popularity as the first campaign. • Super bowl ads: If you are popular, then you need to be in a super bowl ad o Viewers= 111 million o Cost= $4 million for 30 sec. o Apple's "1984": a moment where people were like, "what was that? What did we just see?" It told a story, and was longer than usual ads. It almost didn't run. It paid off! Sales for apple computers benefitted a lot. It was memorable. • Today: o Beer and cars= all about the image that goes with each brand. o Integrated marketing campaigns: EX: Doritos-> they have a competition every year for a super bowl ad. • Cultural response= but are they effective?

VW Beetle

• Anti-advertising: you can be a hip consumer, a smarter consumer. You can break free and buy this car that is really different than any other car. Spoke to the consumers in a different way. Talking in a more adult, sophisticated way. • VW campaign was "first time the advertiser ever talked to the consumer as though he was a grown up instead of a baby"-Jerry Della Femina. • Mass society critique • It's not a Lemon; it's exactly the kind of car you want to buy. Makes everything else look bigger if it's in your driveway.

Tension between research and creativity

• Art v. science: Science all about numbers, logic, and math ... while Art is in the moment, creative. Hated research. Research increased, while creativity decreased. • Creativity was seen as withering o BBDO brainstorming sessions: made it mandatory. In these meetings anyone could say anything, and they would save ideas and then narrow them down. The criticism is that they took so much time to come up with these ideas, but they weren't ever that successful. EX: beer commercial, took lots of time, decided to put some Christmas lights on a horse. o Ogilvy: only way to be creative is to sit there and wait for some good idea to presents itself. Need inspiration.

Comparative Advertising

• Avis (2nd) and Hertz (1st): DDB did an ad basically going off that Avis is number 2. Taking what is a negative, and turning it into a positive. It was a huge hit; they never beat Hertz, but was really effective. Became kind of a cultural thing as well. "We try harder." • Good advertising was one half of a great conversation. Interative, it connects.

Most advertising products

• Cars passed Proctor & Gamble o Chevrolet, Ford, Buick, Dodge, Plymouth, Mercury etc. • Coca-cola was the only non-automotive advertiser to be in the top 10

The Look of TV advertisements:

• Characteristics: o Black and White o Long, but then switched to short • Color TV: o June, 1951: CBS station in New York began color broadcasts o Oct. 1951: CBS discontinues color broadcasts • Consumers slow to adopt color o 1965: • CBS provided only 800 hours of color programming the entire year • ABC, only 600 hours • Only 10% of U.S. homes had a color set

Creative boutiques became too big and cumbersome to retain their edgy style

• DDB: felt it most profoundly, because creativity was essential in their style of advertising. • Lost the $20 million Alka-Seltzer account to Wells Rich Greene • "We will be more product oriented" (Mary Wells) • 1971: lost $15 mill in billings • Lost Lever Brothers, Quaker Oats, Cracker Jack, Whirpool

Subliminal advertising: James Vicary (1957 Experiment)

• During the movie picnic, flashed messages for 1/3000th of a second o Drink coke and hungry? Eat popcorn o Results: • 18.1% increase in coke sale • 57.8% jump in popcorn purchase • Was told that he was to do the experiment again. He exposed that he lied about his data. However, his experiment did feed to the fear of this advertising • Renewed interest in 1973: o Subliminal Seduction by Wilson B. Key o 1974: FCC banned them • Within the marketing context, it is not likely to be effective o Individuals' threshold levels differ o Variables beyond control o Incomplete consumer attention o Specific effect can't be controlled

Postwar America What was American like after the war? Characterized by a cluster of circumstances:

• Education boom- GI bill allowed for higher education. Men going to college= inc. Women= dec. in terms of educational opportunities • Housing boom- GI Bill allowed for husbands to buy houses in the suburbs. • Suburban sprawl- every house looks the same. Need car to get to it, and out of it. • Cars, highways, car culture- if you didn't have a car than you couldn't get anywhere. Drive- in movies. Motels, drive-in restaurants • Church attendance- starts to increase. Congress added, "In God We Trust", and "Under God" • Television- Stopped before, after, Production increases, and they display values (Leave it to beaver) • Teenagers and the generation gap- "Teenager" didn't exist until after the war. Allowed to be an *******, or it being all about you. Babyboom!! There are so many of them! Parents have more traditional values, while teens have more rebellious values. • Civil Rights- consumer boom, consumer culture. Not everyone could take advantage of it. Started to see Civil rights issues begining

"Creativity Problem" New consumer climate

• Flood of goods: largely similar to each other. Hard environment to sell products in. o Ad had to hit hard and fast o Copy became shorter and visuals became more vivid and dominating. As a whole advertising doesn't really look that interesting. • Although exceptions, most advertising was safe and dull o Why? • War had interrupted careers • Too much specialization • Hard selling style limited creativity

Mergers and Consolidation:

• General trend toward bigness (mergers) • Clients expected more from agencies o Ex: Public relations, merchandising, market research • Other pre-existing departments assumed more importance/took on more responsibility: o Ex: traffic department, media placement, media costs • All these services cost money o Commission stayed at 15% so profit margins were withering • Splintering: ambitious individuals would leave to form their own company, taking some accounts with them. Pretty common thing that happened. • 1952: Duane Jones, ran an advertsising agency. He had employees who utilized splintering. He sued them and won $300,000 verdict. It had this silenceing effect for people who were thinking about splintering, so they decided to stay in their agency. o Mostly fueled by: push for more services that raised costs and fueled mergers. Needed to be able to satisfy the client. Could either be really large, or rather small, no middle size agency. • Mergers = stability for firms and more clout for the industry. "They are so big they can't possibly fail." As a whole the industry is moving really far away from that patent medicine industry, they had fixed advertising industries image. o Credibility: • Ex: Eisenhower's Secretary of Defense came from an ad background at P&G • Ex: Vatican named a patron saint of advertising, St. Bernardino of Siena

Global Marketing Strategies: Two Strategies

• Global strategy: Standardized. The brand is the main focus. • Branding supersedes cultural differences • Ex: Benetton, Coca-Cola and Levi's • Multinational marketing mix: customized. Reflects who one is advertising too. • Consistent logo, branding but other aspect vary • Ex: Tang, Lux

Agency Diversity

• Hispanic: o Frito Bandito • Native Americans o "Injun Orange" Pillsbury's funny Face drink • Chinese o Chinese baby... stereotypical of Chinese Americans

Global push: What a lot of office were doing in the post war era

• JWT: first overseas office in UK in 1899 • BBDO and Y&R: Canada and UK

"Decade of the deal"

• Kohlberg Kravis Roberts & Co bought RJR Nabisco for $25 billion. They looked at that brand and said that brand is worth the money. They weren't interested in the factories or even the employees, what they thought was worth the money was the brand. The brand equity was worth it. • Philip Morris bought General Foods for ¬¬¬¬¬¬$5.7 billion and Kraft for $11.5 billion. Thinking just of all of the brands that those too brands own. • "Big Bang" 1986: o Omnicom Group = DDB+ Needham Harper, Worldwide + BBDO... they formed the biggest advertising corporation in the world. Was a ripple effect! o To avoid Saatchi & Saatchi We started out with a lot of very small agencies... but now we have about three HUGE agencies, that control a lot of advertising and PR that we see.

Postwar America New consumer climate:

• New commodities: o Compensating for lack of goods during WWII and the great depression o Nylon, lightweight plastic, aersol • Credit

Cultural and historical backdrop:

• Political upheaval • Civil rights • Shift in values • Youth culture • From literary to visual

Positioning

• Positioning = that exclusive space your brand owns in the marketplace; it's relevant and compelling to your customers, and different from your competitors. Makes consumers think about a certain brand in a particular way. • Trout and Ries: • Realistic, tough, consumer-oriented... how can I get you to think a certain way. • NOT humorous, emotional or aesthetic...the opposite of the creative revolution. • Involves understanding the mind of the consumer • Cutting through the clutter: o Quick, simple, aggressive pitches • Three steps: o Name (make it short) o Single selling point. Is it valued, or will it last a long time. Find the position... do research to find it... then have it repeated. o Repetition • Kinds o Functional-> solve problems, provide benefits. (EX: Tom's paper towels= doesn't have aluminum in it... which is their benefit that's different.) o Symbolic-> self-image, belongingness, ego, identification (EX: Harly-Davidson= rebellion identity) o Experiential-> Sensory or cognitive stimulation... what does the brand smell, taste, sound like? (EX: Gain= they never talk about how they get your clothes clean, only talks about how amazing it smells) Also: • Repositioning: change the identity of a brand • (EX: Lonsdale in England... produces boxing gloves, and other clothing. They were associated with the Nazi movement, (NSDA) which is outlawed, which you can't promote, but if you wear a Lonsdale t-shit then you're promoting it. Lonsdale didn't want anything to do with that... so they put together ad campaigns that featured gays, and African American models. It was a very effective way. ) • Depositing: change the identity of competing brands. (Very very hard to do!) Comparative Advertising: had been used obliquely • Informal ban o 1964: NBC allowed it. o 1972: other networks caved • FTC and consumers: it helps the consumer. Makes them think they can make a choice. They have the power to choose which one would benefit me more. FTC encouraged it. o Ex: Tylenol v. aspirin o Ex: Scope v. Listerine o Ex: cola war- coke vs. Pepsi o Avis revived "We try harder" o 1980: 1 in 4 ads on ABC was a comparative ad

- Radio:

• Presented a number of challenges to advertisers: o 1) No visuals o 2) Verbal, but not read o 3) Transient • But: o 1) Could target children and illiterate adults o 2) Provided a captive audience o 3) Advertisers controlled content - they produced it • Blurred line between programming and ad • 1937: ¾ of all homes had a radio • Hit from the start o JWT (Fleischmann yeast hour and Kraft Music Hall) o L&T (Lucky Strike Show and Amos and Andy for Pepsodent) • Advertisers would cut into print budgets to stay on the radio o Newspapers retaliated briefly • Wouldn't run the radio listings • Newspapers bought radio stations when they realized they can't beat radio o A hit right from the start and seemingly unaffected by the Depression

1. Racial and ethnic diversity

• Push for representation: o In the agencies o In the advertisements • Agencies: • Dominated by whites • Small Jewish influence, especially in New York • 1960s: Things start to improve. Making industry more open, and more equal. o Diversity = Jewish copywriters and Italian art directors o "It doesn't hurt to be born Italian or Jewish in the streets of New York City. You can't buy the experience. The copywriter is in disgrace today if he was born in the suburbs or Boston, of a fairly well-to-do family." (Jerry Della Femina) • Blacks: They have been in ads and involved with Ads for a long time, but in stereotypical, racist ways. • Limited presence in agencies: o Limited to selling black products to black consumer through black media

Business Model

• Radio model transferred to TV o Networks: sold time to agencies • Wanted control over programming • Expensive o Agencies: came up with content • Slow adoption • Y&R, JWT o Sponsors: paid to name the program • Pabst Blue Ribbon Bouts, Camel Newsreel, and the Chesterfield Supper Club • I Love Lucy and Phillip Morris

- Young & Rubicam

• Raymond Rubicam considered to be one of the giants of advertising • Ethical grounding: o "Advertising has a responsibility to behave properly. I proved you can sell products without bamboozling the American public." o He didn't think his agency had to take a hard sell approach or over the top claims • Promoted a scientific approach o Hired Gallup • To conduct surveys and research to help us understand how people process ads o Made research part of the creative process • Considered to be very tasteful and visually attractive o Ex: Arrow shirts - "my friend Joe is now a horse" o Ex: Elsie the Cow for Borden • Combined art and research o Paid off: their sales increased during the GD • 1927: $6 million • 1935: $12 million • 1937: $22 million

2. Taking a global perspective Global Push

• Reasons: o Growth of multinational companies and brands o Improved living standards in places like Saudi Arabia and other places. o Communication and transportation innovations: fax machines and other devices= meant that you could have a business across the world and be able to communicate. • Global market: there is money to be found there. The growth will be magnified there. • 1989 o Foreign advertising expenditures = inc. 12% (to $136 billion) o Domestic advertising expenditures = inc. 5% (to $123 billion) o What we see is that both markets are similar. Although the global market is only a little bigger, but it has so much potential and will grow so much faster and will be much larger

Creative Boutiques:

• Small, innovative ad agencies that sold creativity to clients • Emulated the DDB style •

o David Sullivan: 1943

• Started his ad agency in NY. Sold his services by saying that he is very knowledgeable of this population. There is a large population of African Americans, and saying that the Black population is very large, and by advertisers ignoring that population, one is out of a lot of potential money. • Talked about what you should and shouldn't do when advertising to African Americans.

o Vince Cullers: 1956

• Started his agency in Chicago. Had a visual and creative background. Sent his resume out, got interest, but once they knew he was black he was turned down. He was a proponent in selling ads to African Americans in a respectable way. Reflected the black pride and civil rights movement of the time. Was limited in how big he could grow and how successful he could be.

Survivors

• Three survivors of the Great Depression o Raymond Rubicam o Radio o Coca-Cola and Santa Claus

Consumer backlash against advertising

• Took two forms: o Parody of advertising in magazines like Ballyhoo: made fun of the risqué ads. Made up fake products and ads. • Skeptical of advertising • Source of ridicule • Circulation figures: • The first issue sold 120,000 copies in just two days • Reached a circulation of 1.5 million within five months • Precursor to Mad Magazine and Adbusters Consumer movement (Backlash) • Took two forms: o Direct critisim and consumer empowerment • 1927: Your money's worth by Stuart Chase and Frederick Schlink • 1933: 100,000,000 Guinea Pigs by Schlink and Aruthur Kallet • Consumers' Research, Inc. (started by Schlink) wanted the government to test products for safety, product quality • Consumers Union and Consumers Report

Advertising responds

• Tough time for advertisers: How do we compete with other agency's, and get audience to buy the product we are advertising. • Campaign effectiveness judged by sales figures o Refocus on research • TV ads became shorter: o 30 seconds o Less room for creativity • Magazines hit o Threat from TV o Magazines closed: Colliers, Women's Home Companion (1957); Saturday Evening Post (1969); Look (1971); Life (1972) o Rise of niche publications: Sailing World (1962); Runner's World (1966); Rolling Stone (1967)

1970s

• Watergate and Nixon • Economic recession: o Manufacturing down o OPEC crisis: organization of exporting Oil. Retaliation of the US supporting Israel. Extreme shortage of gas and oil. Loss of supply and demand. And effected industry a lot. • High energy prices o High wages o Inflation, unemployment skyrocketed. o Foreign competition: cars, stereos, electronics o Shrinking corporate profits