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Advertising’s Ages The Copy Workshop Workbook Chapter 1
4/19/2017 Advertising’s Ages The Copy Workshop Workbook Chapter 1
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2 Key Concepts: The Power of Ideas Government Supports Business
4/19/2017 2 Key Concepts: The Power of Ideas Creation & “Creative Destruction” Government Supports Business Benjamin Franklin Printer, “Idea Person” “The First American” Alexander Hamilton U.S. as Business Partner
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Foundations of Advertising
4/19/2017 4 Foundations of Advertising Mass Produced Goods Mass Communication Mass Distribution Mass Education
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Early Media Advertising
4/19/2017 Early Media Advertising Icons/Signage Newspapers/Posters Early Advertisers Department Stores Mail Order Patent Medicines
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3 Very Big Ideas! Big Product Idea - King Gillette
4/19/2017 3 Very Big Ideas! Big Product Idea - King Gillette Big Media Idea - J. Walter Thompson Big Business Idea - Cyrus Curtis
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King Gillette’s Big Idea!
4/19/2017 King Gillette’s Big Idea! Make a product that must be re-purchased Advertise it aggressively Gillette becomes one of first “packaged goods”
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J. Walter Thompson’s Big Idea!
4/19/2017 J. Walter Thompson’s Big Idea! Sell ad space in magazines Pocket a commission JWT becomes key agency And... Magazines become a national ad medium!
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Cyrus Curtis’s Big Idea!
4/19/2017 Cyrus Curtis’s Big Idea! Have agencies sell ad space in your magazines for you Only agencies can pocket a commission (clients can’t) Curtis Publishing Becomes Big! Ad Agency Business is Established!!
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4/19/2017 Early Brands Soaps Soft Drinks Cereals Cigarettes
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Ad Evolution 1900-1920 The “Age of Lasker” Lasker Hears a Big Idea...
4/19/2017 Ad Evolution The “Age of Lasker” Lasker Hears a Big Idea... John E. Kennedy “Advertising is salesmanship in print.” Early “Reason Why” Made Canada better-dressed
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“Scientific Advertising”
4/19/2017 Ad Evolution The “Age of Lasker” Lasker Hears a Big Idea... John E. Kennedy Claude Hopkins “Advertising is salesmanship in print.” “Scientific Advertising”
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Lasker’s Ads Hopkins’ “pre-emption” Baked Beans Created by
4/19/2017 Created by Claude Hopkins Lasker’s Ads Hopkins’ “pre-emption” Baked Beans
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Lasker’s Ads Hopkins’ “pre-emption” Baked Beans Cereal Created by
4/19/2017 Created by Claude Hopkins Lasker’s Ads Hopkins’ “pre-emption” Baked Beans Cereal
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Lasker’s Ads Hopkins’ “pre-emption” Baked Beans Cereal Shaving Cream
4/19/2017 Created by Claude Hopkins Lasker’s Ads Hopkins’ “pre-emption” Baked Beans Cereal Shaving Cream
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Lasker’s Ads Hopkins’ “pre-emption” Baked Beans Cereal Shaving Cream
4/19/2017 Created by Claude Hopkins Lasker’s Ads Hopkins’ “pre-emption” Baked Beans Cereal Shaving Cream Orange Juice Note: when products are new, advertising about those products can be very interesting.
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Lasker’s Contributions:
4/19/2017 Lasker’s Contributions: Harding’s Landslide Other Key Concepts Baseball’s organization Air Power in WWII The Lasker Foundation ( & 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 Lasker’s Contributions. He helped develop the strategy for Warren Harding’s landslide and was a key member of Harding’s “kitchen cabinet.” Other key concepts. As a co-owner of the Chicago Cubs, he was key in the organization of major league baseball after the Black Sox scandal. He also told his co-owner at the time - Wrigley - that he should put his name on the baseball park that the Cubs played in - terrific free advertising - and Wrigley Field is there to this day. Concerned with what he saw as inevitable participation in World War 2, he was a key lobbyist for an emphasis on air power as a key strategic element for victory. And the Lasker Foundation has been giving awards for scientific achievement since This award is “among the most respected science prizes in the world. They were early adopters of the concept of “seed money” - investment in emerging technologies - particularly in medicine - and a key contributor to medical advancement. Other contributions include the grass on golf courses - developed on Lasker’s estate The tulips in Central Park - put there by his wife, Mary Lasker And a world-class modern art collection. But what paid for it all - and his biggest contribution to American business was The Idea of Modern advertsing.
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Early “Pull Advertising”
4/19/2017 Early “Pull Advertising” Elmo Calkins & “Phoebe Snow” Dressed in white - “Road of Anthracite”
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JWT’s Creative/Business Team
4/19/2017 JWT’s Creative/Business Team Helen Resor HS Valedictorian Suffrage Leader Strong writing - “A skin you love to touch" Stanley Resor Professionalism Partnership
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JWT’s Creative/Business Team
4/19/2017 JWT’s Creative/Business Team
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National Agencies Emerge
4/19/2017 National Agencies Emerge NW Ayer “& Son” J. Walter Thompson Lord & Thomas (Lasker’s agency) BBDO Still print advertising media: newspapers, magazines, billboards
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“Pull” vs. “Push” Example: Jordan Example: Plymouth
4/19/2017 “Pull” vs. “Push” Example: Jordan Imagery and “word magic” Works best when times are good Example: Plymouth Positioning and competing Works best when times are tough
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Golden Age of Radio Ad Evolution 1930-1947: New Medium Emerges:
4/19/2017 Ad Evolution : Golden Age of Radio New Medium Emerges: First FREE Ad Medium Hard Sell for Hard Times
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Ray Rubicam (Young & Rubicam)
4/19/2017 Ray Rubicam (Young & Rubicam) Creative Control of Advertising Used Research w. George Gallup Writer/Art Director Team - New Standard Ethical Behavior First Modern Agency
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The Consumer Movement 1906 Pure Food and Drug Act
4/19/2017 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
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Advertising Goes to War!!
4/19/2017 Advertising Goes to War!! War Advertising Council Part of Social Change - women in work force Image Advertising (product shortages)
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Dynamic Agency Growth Pent-up Consumer Demand Explodes!
4/19/2017 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
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A Media Revolution - Television!!
4/19/2017 A Media Revolution - Television!! Increased Post-War Consumption Increased Ad Spending (up 300%!) Increased Agency Size The “Modern” age begins...
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Rosser Reeves & The “USP”
4/19/2017 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! Note: Consider reading the USP definition to the class - it’s on page 68 of the text.
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Rosser Reeves & The “USP”
4/19/2017 Rosser Reeves & The “USP” Unique Selling Proposition Repeat, repeat, repeat!!! Note: Consider reading the USP definition to the class - it’s on page 68 of the text.
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The Creative Revolution!
Coming Next… The Creative Revolution!
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