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HIS102Y1 (449)


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P Rutherford

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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 - 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
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