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From Advertising to Marketing

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From Advertising to Marketing – PowerPoint PPT presentation

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Title: From Advertising to Marketing


1
From Advertising to Marketing
Chapter One
  • Discuss/Review Material
  • Advertising History
  • It starts with Advertising...
  • and it ends with Marketing
  • Answer any questions

2
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
3
Foundations of Advertising
4
  • 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

5
3 Very Big Ideas!
  • Big Product Idea - King Gillette
  • Big Media Idea - J. Walter Thompson
  • Big Business Idea - Cyrus Curtis

6
King Gillettes Big Idea!
  • Make a product that must be re-purchased
  • Advertise it aggressively
  • Gillette becomes one of first

packaged goods
7
J. Walter Thompsons Big Idea!
  • Sell ad space in magazines
  • Pocket a commission
  • JWT becomes key agency
  • And...
  • Magazines become a national ad medium!

8
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!!

9
Early Brands
  • Soaps
  • Soft Drinks
  • Cereals
  • Cigarettes

10
Ad Evolution 1900-1920
  • The Age of Lasker
  • Lasker Hears a Big Idea...

Advertising is salesmanship in print.
Early Reason Why
Made Canada better-dressed
11
Ad Evolution 1900-1920
  • The Age of Lasker
  • Lasker Hears a Big Idea...

Advertising is salesmanship in print.
Scientific Advertising
12
Laskers Ads
Created by Claude Hopkins
  • Hopkins pre-emption
  • Baked Beans

13
Laskers Ads
Created by Claude Hopkins
  • Hopkins pre-emption
  • Baked Beans
  • Cereal

14
Laskers Ads
Created by Claude Hopkins
  • Hopkins pre-emption
  • Baked Beans
  • Cereal
  • Shaving Cream

15
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.

16
Laskers Contributions
  • Hardings Landslide
  • Other Key Concepts
  • Baseballs organization
  • Air Power in WWII
  • The Lasker Foundation (www.laskerfoundation.o
    rg)
  • 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

17
Early Pull Advertising
  • Elmo Calkins Phoebe Snow
  • Dressed in white - Road of Anthracite

18
JWTs Creative/Business Team
  • Helen Resor
  • HS Valedictorian
  • Suffrage Leader
  • Strong writing -

A skin you love to touch"
  • Stanley Resor
  • Professionalism
  • Partnership

19
JWTs Creative/Business Team
20
National Agencies Emerge
  • NW Ayer Son
  • J. Walter Thompson
  • Lord Thomas (Laskers agency)
  • BBDO
  • Still print advertising media newspapers,
    magazines, billboards

21
Pull vs. Push
  • Example Plymouth
  • Positioning and competing
  • Works best when times are tough
  • Example Jordan
  • Imagery and word magic
  • Works best when times are good

22
Ad Evolution 1930-1947
  • Golden Age of Radio
  • New Medium Emerges
  • First FREE Ad Medium
  • Hard Sell for Hard Times

23
Ray Rubicam (Young Rubicam)
  • Creative Control of Advertising
  • Used Research w. George Gallup
  • Writer/Art Director Team - New Standard
  • Ethical Behavior
  • First Modern Agency

24
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

25
Advertising Goes to War!!
  • War Advertising Council
  • Part of Social Change - women in work force
  • Image Advertising (product shortages)

26
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

27
A Media Revolution - Television!!
  • Increased Post-War Consumption
  • Increased Ad Spending (up 300!)
  • Increased Agency Size
  • The Modern age begins...

28
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!

29
Rosser Reeves The USP
  • Unique Selling Proposition
  • Repeat, repeat, repeat!!!

30
Coming Next
  • The Creative Revolution!

31
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