Class Notes (839,246)
Canada (511,223)
History (3,264)
HIS102Y1 (449)
Lecture

Lecture

3 Pages
97 Views

Department
History
Course Code
HIS102Y1
Professor
P Rutherford

This preview shows page 1. Sign up to view the full 3 pages of the document.
Description
HIS316H1 - Lecture 5 The Rise of the Advertising Agency 1870-1920 Selling space - cheif agent of a consumer society - had no copywriters, and others, but they had media buyers - only placed media (bought space in papers), not create - overcharged the advertising, undercharged the newspaper - in 60s, went to 500 million by 1890 The revamped agencies - George Rowell: ammassed information and would sell it to the advertisers - finding out what media would work best as vehicles of sale - Francis Ayer - both had their own agencies - created "open contract": dealings between ad man and advertisers - J W Thompson - focused on magazine - study of what products were advertised in what media - they start writing ads in early 1900's - copywriters then - John E. Powers - a famous copywriter, chief of Winnebackers - reforms the hard sell, plain speech - Earnest Elmo Calkins - copywriter, advocate of art and design, the "look" - found the best artists - - Albert Lasker - account executive - began to buy up the agency by 1904 Soft sell and Hard sell - hard sell: repetition to gain attention (on tv), loud, flickering - Superga shoes: trying to be different - - phillips neatherland, "catching the theif", surveillance systems - soft sell: flowery music, imagery, woo the consumer - Peugeot "Kim Bassinger", 1998, UK - each type would trade as to which was the more prominent - most back with patented medicine were hard sells (health) - became a common style amongst retail stores, etc, using plain speech (prices, uses, etc) - Arrow Shirt Collar campaign - emphasis Arrow brand and male masculinity - Four Cereal www.notesolution.com - Phebe Snow character - Sunny Jim was well-liked, engage in schnanigans - four cereal tasted awful, but was bought for the character - John Kennedy - worked for Lord-Thomas - ads should be clear and simple - Claude Hopkins - replaced Kennedy - developed the concept of USP (unique selling proposition) - Slitch beer "bottles were steam clean" - toothpaste ad mentioned plaque, something nobody knew about before - scientific advertising - easy to manipulate the minds of consumers - in 1910, impressionistic advertising appears - emplyed stiking layouts, dignified writing, clean ethics - by 1920, marketing scientists were on the scene
More Less
Unlock Document

Only page 1 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit