Advertising’sAges The Copy Workshop Workbook Chapter 1

2 Key Concepts: The Power of Ideas

Creation & “Creative Destruction”

Government Supports BusinessBenjamin Franklin

Alexander Hamilton

Printer, “Idea Person”“The First American”

U.S. as Business Partner

Foundations of Advertising

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

3 Very Big Ideas!

Big Product Idea - King Gillette

Big Media Idea - J. Walter Thompson

Big Business Idea - Cyrus Curtis

King Gillette’s Big Idea!

Gillette becomes one of first

Make a product that must be re-purchased

Advertise it aggressively

“packaged goods”

J. Walter Thompson’s Big Idea!

Magazines become a national ad medium!

Sell ad space in magazines

Pocket a commission JWT becomes key agency

And...

Cyrus Curtis’s Big Idea!

Curtis Publishing Becomes Big!

Have agencies sell ad space in your magazines for you

Only agencies can pocket a commission (clients can’t)

Ad Agency Business is Established!!

Early Brands Soaps

Cereals

Soft Drinks

Cigarettes

Ad Evolution 1900-1920

Lasker Hears a Big Idea...

The “Age of Lasker”

John E. Kennedy

“Advertising is

salesmanship in print.”

Early “Reason Why”Made Canada better-dressed

Ad Evolution 1900-1920

Lasker Hears a Big Idea...

The “Age of Lasker”

John E. Kennedy

Claude Hopkins

“Advertising is

salesmanship in print.”

“Scientific Advertising”

Lasker’s Ads Hopkins’ “pre-emption” Baked Beans

Created by Claude Hopkins

Lasker’s Ads Hopkins’ “pre-emption” Baked Beans

Cereal

Created by Claude Hopkins

Lasker’s Ads Hopkins’ “pre-emption” Baked Beans

Cereal

Created by Claude Hopkins

Shaving Cream

Lasker’s Ads Hopkins’ “pre-emption” Baked Beans

Cereal

Created by Claude Hopkins

Shaving Cream

Orange Juice Note: when products are new, advertising about those products can be very interesting.

Lasker’s Contributions:

Harding’s Landslide Other Key Concepts

Baseball’s organization Air Power in WWII The Lasker Foundation (www.laskerfoundation.org)

& 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

Early “Pull Advertising”

Elmo Calkins & “Phoebe Snow” Dressed in white - “Road of Anthracite”

JWT’s Creative/Business Team

Helen Resor

Stanley Resor

HS Valedictorian Suffrage Leader Strong writing -

Professionalism Partnership

“A skin you love to touch"

JWT’s Creative/Business Team

National Agencies Emerge

NW Ayer “& Son” J. Walter Thompson Lord & Thomas (Lasker’s agency)

BBDO Still print advertising media:

newspapers, magazines, billboards

Example: Plymouth Positioning and competing

Works best when times are tough

“Pull” vs. “Push”

Example: Jordan Imagery and “word magic”

Works best when times are good

Ad Evolution 1930-1947:

Golden Age of Radio New Medium Emerges:

First FREE Ad Medium Hard Sell for Hard Times

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Ray Rubicam (Young & Rubicam) Creative Control of Advertising

Used Research w. George Gallup

Writer/Art Director Team - New Standard

Ethical Behavior First Modern Agency

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

Advertising Goes to War!!

War Advertising Council

Image Advertising (product shortages)

Part of Social Change - women in work force

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

A Media Revolution - Television!!

Increased Post-War Consumption

Increased Ad Spending (up 300%!)

Increased Agency Size The “Modern” age begins...

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!

Rosser Reeves & The “USP”

Unique Selling Proposition

Repeat, repeat, repeat!!!

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Coming Next…

The Creative Revolution

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