Advertising

1
Advertisings Ages

• Part One
• Big Ideas
• Lasker Hopkins
• YR
• The USP

2
2 Founding Concepts

• 1 The Power of Ideas
• Creation Creative Destruction

• 2 Government Supports Business

Benjamin Franklin
Printer, Idea Person The First American
Alexander Hamilton
U.S. as Business Partner
3
3 Very Big Ideas!

• 1 Big Product Idea - King Gillette

• 2 Big Media Idea - J. Walter Thompson

• 3 Big Business Idea - Cyrus Curtis

4
King Gillettes Big Idea!

• Make a product that must be re-purchased
• Advertise it aggressively

• Gillette becomes one of first

packaged goods
5
J. Walter Thompsons Big Idea!

• Sell ad space in magazines
• Pocket a commission
• JWT becomes key agency
• And...

• Magazines become a national ad medium!

6
Cyrus Curtiss Big Idea!

• Have agencies sell ad space in your magazines
  for you
• Only agencies can pocket a commission (clients
  cant)

• Curtis Publishing Becomes Big!

• Ad Agency Business is Established!!

7
Many Early Ads Were Posters

• Soaps

• Soft Drinks

• Cereals

• Cigarettes

8
Ad Evolution 1900-1920

• The Age of Lasker

• Lasker Hears a Big Idea...

Advertising is salesmanship in print.
Scientific Advertising
9
Laskers Ads
Created by Claude Hopkins

• Hopkins pre-emption

• Baked Beans

• Cereal

10
Laskers Ads
Created by Claude Hopkins

• Hopkins pre-emption

• Baked Beans
• Cereal

• Shaving Cream

11
Laskers Ads
Created by Claude Hopkins

• Hopkins pre-emption

• Baked Beans
• Cereal

• Shaving Cream

• Orange Juice

12
Laskers Ads
Created by Claude Hopkins

• Hopkins pre-emption

• Baked Beans
• Cereal

• Shaving Cream
• Orange Juice

• Note when products are new, advertising about
  those products can be very interesting.

13
Early Pull Advertising

• Elmo Calkins Phoebe Snow
• Dressed in white - Road of Anthracite

14
JWTs Creative/Business Team

• Helen Resor

• HS Valedictorian
• Strong writing -

A skin you love to touch"

• Suffrage Leader

• Professionalism
• Partnership

15
JWTs Creative
16
JWTs Creative
17
Pull vs. Push

• Pushing Plymouth
• Positioning and competing
• Works best when times are tough

• Example Jordan
• Imagery and word magic
• Works best when times are good

18
John Caples Direct Approach

• Father of Direct
• www.caples .org
• Major awards for direct response marketing
• Learned and Shared Lessons of Direct
• Initial Involvement
• Best delivery of benefit

John Caples of BBDO
19
Ray Rubicam (Young Rubicam)

• Creative Control of Advertising
• Used Research w. George Gallup
• Writer/Art Director Team - New Standard
• Ethical Behavior
• First Modern Agency

20
Ray Rubicam (Young Rubicam)

• Creative Control of Advertising
• Used Research w. George Gallup
• Writer/Art Director Team - New Standard
• Ethical Behavior
• First Modern Agency

21
Ray Rubicam
Early (pre YR) Rubicam Ad Solved major
competitive problem w. image and style.
22
Ray Rubicam
This Ad was done in 1939! Power of Words
Visual Still looks contemporary.
23
Advertising Goes to War!!

• War Advertising Council

• Part of Social Change - women in work force

• Image Advertising (product shortages)

24
2 More Big Ideas

• 1 Brainstorming

• Model for Idea Development

2 New Way to Organize Advertising Agencies

• Interpublic, 1st Mega-Agency

25
The New Ad Medium - Television!!

• Increased Post-War Consumption
• Increased Ad Spending (up 300!)
• Increased Agency Size
• Modern age of advertising begins...

26
Rosser Reeves The USP

• Unique Selling Proposition
• Proposition - buy this product and get this
  specific benefit
• Unique - competition does not or cannot offer
• Must be strong enough to move the mass
  millions.

27
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!

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• End of Part One...

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• End of Part One...