CMAF 3810 Lecture Notes - Lecture 2: Ddb Worldwide, Consumerism, Bbdo

• School: University of Windsor
• Department: Communication, Media and Film
• Course: CMAF 3810
• Professor: Dr.Asquith

Document Summary

Rosser reeves and 1950s advertising: rosser reeves worked for the ted bates agency in 1950s, social science research to quantify ad effectiveness, use of doctor/scientist testimonials, he believed in scientific research, for him advertising was a science that you could break down into science formulas and rules, simple core message ( unique selling proposition usp), repeated excessively, find the central message and just hammer it out. 1960s: a huge turn from the science advertising to hip/cool advertising, it changed the way advertisers communicated with consumers, the biggest difference is bernbach cared about creativity whereas reeves cared about science of ads, counter culture and rebellion of the 1960s, change in advertising style, and a change in how you run an ad agency, creativity more important than research and science, clients silent, need to trust agency, first, they changed their ways with clients.