The writer of an unsigned 1902 editorial in Printers' Ink spoke for the majority, noting: "More attractive than fine pictures, more potent than fine language, are the Why and Wherefore of the goods-the Reasons.
Killers and Poets
Hard-sell advocates frequently criticized "poets" for desiring personal recognition for their creativity.
Conversely, soft-sell advocates often criticized "killers" for their lack of creativity.
Copymans trouble
1908, observations in Printers Ink:
"The modern 'copy man' has to say things in a way that they have not been said before-because that is the only kind of talk that will nowadays attract attention."
A period of experimental discovery
1905: the University of Pennsylvania offered a course in "The Marketing of Products"
1908: Harvard Business School opens
1908: Northwestern University opens its School of Commerce, which will later become the Kellogg School of Management, home to influential marketing professor Philip Kotler
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1950s After World War II society had to settle back for a moment before it picked up the 20th century. Stella Blum
Marketing for the masses
Marketing theories
More of the consumer viewpoint and of economic analysis were introduced .
The concept of marketing was being reformulated .
Rise of MadMan
Leo Burnett, identified two schools of strategic thought in a Printers' Ink article:
1-Poster-style advertising
2-Reason-why advertising
Ultimate question continues
In the 1950s, a slim majority continued to argue that advertising's role was to sell products directly, with remarks similar to those of hard-sell advocates from forty years earlier.
Television is the triumph of machine over people.
The birthday of the bathroom break.
July 1, 1941, the first day the Federal Communications Commission allowed TV stations to switch from experimental to commercial broadcasts. NBC New York affiliate WNBT becomes the first of 22 FCC licensees to air sponsored programming.
The birth of USP
The president of N.W. Ayer and Son observed in 1941 that advertising "cannot create a single point of superiority in a product or add a single virtue to its manufacturer. What advertising can do is to speed up the process of getting a good product well and favorably known."
Hierarchy of needs
Maslow's Hierarchy of Needs model was developed between 1943-1954 , and first widely published in Motivation and Personality in 1954 . At this time the Hierarchy of Needs model comprised five needs. Maslow's most popular book is Toward a Psychology of Being (1968), in which more layers were added.
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60s Don't trust anybody over thirty! Jack Weinberg
Question of ethics
Rise of cynicism
What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public. Vilhjalmur Stefansson, 1964
First trial
In 1968, a creative team at BBDO, New York, slips some marbles into a bowl of Campbell's vegetable soup to keep the vegetables from sinking to the bottom. This seemingly innocent effort sparks a Federal Trade Commission probe and becomes the basis for the FTC's efforts to eliminate false ads with a practice that allows it to demand "corrective advertising" from an advertiser that has made a false claim.
