advertising’s ages l the copy workshop workbook l chapter 1
TRANSCRIPT
Advertising’sAges The Copy Workshop Workbook Chapter 1
2 Key Concepts: The Power of Ideas
Creation & “Creative Destruction”
Government Supports BusinessBenjamin Franklin
Alexander Hamilton
Printer, “Idea Person”“The First American”
U.S. as Business Partner
Foundations of Advertising
Mass Produced Goods Mass Communication Mass Distribution Mass Education
4
Early Media Advertising
Icons/Signage Newspapers/Posters
Early Advertisers Department Stores Mail Order
Patent Medicines
3 Very Big Ideas!
Big Product Idea - King Gillette
Big Media Idea - J. Walter Thompson
Big Business Idea - Cyrus Curtis
King Gillette’s Big Idea!
Gillette becomes one of first
Make a product that must be re-purchased
Advertise it aggressively
“packaged goods”
J. Walter Thompson’s Big Idea!
Magazines become a national ad medium!
Sell ad space in magazines
Pocket a commission JWT becomes key agency
And...
Cyrus Curtis’s Big Idea!
Curtis Publishing Becomes Big!
Have agencies sell ad space in your magazines for you
Only agencies can pocket a commission (clients can’t)
Ad Agency Business is Established!!
Early Brands Soaps
Cereals
Soft Drinks
Cigarettes
Ad Evolution 1900-1920
Lasker Hears a Big Idea...
The “Age of Lasker”
John E. Kennedy
“Advertising is
salesmanship in print.”
Early “Reason Why”Made Canada better-dressed
Ad Evolution 1900-1920
Lasker Hears a Big Idea...
The “Age of Lasker”
John E. Kennedy
Claude Hopkins
“Advertising is
salesmanship in print.”
“Scientific Advertising”
Lasker’s Ads Hopkins’ “pre-emption” Baked Beans
Created by Claude Hopkins
Lasker’s Ads Hopkins’ “pre-emption” Baked Beans
Cereal
Created by Claude Hopkins
Lasker’s Ads Hopkins’ “pre-emption” Baked Beans
Cereal
Created by Claude Hopkins
Shaving Cream
Lasker’s Ads Hopkins’ “pre-emption” Baked Beans
Cereal
Created by Claude Hopkins
Shaving Cream
Orange Juice Note: when products are new, advertising about those products can be very interesting.
Lasker’s Contributions:
Harding’s Landslide Other Key Concepts
Baseball’s organization Air Power in WWII The Lasker Foundation (www.laskerfoundation.org)
& More… Grass on golf courses Tulips in Central Park (Mary Lasker) A World-Class Modern Art Collection
But most of all… The “Idea” of Advertising
Early “Pull Advertising”
Elmo Calkins & “Phoebe Snow” Dressed in white - “Road of Anthracite”
JWT’s Creative/Business Team
Helen Resor
Stanley Resor
HS Valedictorian Suffrage Leader Strong writing -
Professionalism Partnership
“A skin you love to touch"
JWT’s Creative/Business Team
National Agencies Emerge
NW Ayer “& Son” J. Walter Thompson Lord & Thomas (Lasker’s agency)
BBDO Still print advertising media:
newspapers, magazines, billboards
Example: Plymouth Positioning and competing
Works best when times are tough
“Pull” vs. “Push”
Example: Jordan Imagery and “word magic”
Works best when times are good
Ad Evolution 1930-1947:
Golden Age of Radio New Medium Emerges:
First FREE Ad Medium Hard Sell for Hard Times
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Ray Rubicam (Young & Rubicam) Creative Control of Advertising
Used Research w. George Gallup
Writer/Art Director Team - New Standard
Ethical Behavior First Modern Agency
The Consumer Movement
1906 Pure Food and Drug Act Ends patent medicine abuse
1927 Consumers’ Research 1938 Copeland Bill 1938 Federal Trade Commission Act
1938 Wheeler Lea Amendment
Advertising Goes to War!!
War Advertising Council
Image Advertising (product shortages)
Part of Social Change - women in work force
Dynamic Agency Growth Pent-up Consumer Demand Explodes!
International Expansion Increased Services (Marketing) Two Visionaries
Alex Osborn“Brainstorming” Marion Harper Interpublic, the 1st Mega-Agency
A Media Revolution - Television!!
Increased Post-War Consumption
Increased Ad Spending (up 300%!)
Increased Agency Size The “Modern” age begins...
Rosser Reeves & The “USP” Unique Selling Proposition Repeat, repeat, repeat!!!
Melts in your mouth, not in your hands.
Build strong bodies 12 ways. Cleans your breath while it cleans your teeth.
Fast, Fast, Fast Relief!
Rosser Reeves & The “USP”
Unique Selling Proposition
Repeat, repeat, repeat!!!
QuickTime™ and aH.264 decompressor
are needed to see this picture.
Coming Next…
The Creative Revolution
!