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 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.
Scientific Advertising
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Laskers Ads
Created by Claude Hopkins

• Hopkins pre-emption

• Baked Beans

• Cereal

12
Laskers Ads
Created by Claude Hopkins

• Hopkins pre-emption

• Baked Beans
• Cereal

• Shaving Cream

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Laskers Ads
Created by Claude Hopkins

• Hopkins pre-emption

• Baked Beans
• Cereal

• Shaving Cream

• Orange Juice

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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.

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Laskers Contributions

• Hardings Landslide

• Other Key Concepts
• Baseballs organization
• Air Power in WWII
• The Lasker Foundation (provided seed
  money)
• 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

16
Early Pull Advertising

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

17
JWTs Creative/Business Team

• Helen Resor

• HS Valedictorian
• Strong writing -

A skin you love to touch"

• Suffrage Leader

• Stanley Resor

• Professionalism
• Partnership

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JWTs Creative/Business Team
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National Agencies Emerge

• NW Ayer Son
• J. Walter Thompson
• Lord Thomas
• BBDO
• Still print advertising - magazines and
  newspapers

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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

21
Ad Evolution 1930-1939

• Golden Age of Radio

• New Medium Emerges
• First FREE Ad Medium
• Hard Sell for Hard Times

22
Ray Rubicam (Young Rubicam)

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

23
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

24
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!
• International Expansion
• Increased Services (Marketing)
• Two Visionaries

• Alex Osborn

• Brainstorming
• Marion Harper

• Interpublic, the 1st Mega-Agency

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A New Ad Medium - 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

• 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!