ADPR 3100 Lecture Notes - Lecture 5: James Vicary, Planned Obsolescence, Claude Hopkins

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All people were assumed to respond the same way to a message. How well it works, not how nice it looks. Coined by claude hopkins; a kind of producer-led advertising. Pio(cid:374)ee(cid:396)ed the (cid:862)f(cid:396)ee sa(cid:373)ple(cid:863) th(cid:396)ough di(cid:396)e(cid:272)t (cid:373)ail a(cid:374)d (cid:373)ail order catalogues. Got his sta(cid:396)t (cid:449)o(cid:396)ki(cid:374)g fo(cid:396) pate(cid:374)t (cid:373)edi(cid:272)i(cid:374)es; e(cid:454). (cid:862) (cid:374)ake oil(cid:863) the(cid:374) late(cid:396) o(cid:374) (cid:862)a(cid:374)ti- (cid:374)ake oil(cid:863) Led to pure food and drug act; laid groundwork for modern day: advertising as a science, logical, rational appeals, products solve problems. Rosse(cid:396) ree(cid:448)es" fo(cid:396)(cid:373)ula; a se(cid:272)o(cid:374)d ki(cid:374)d of p(cid:396)odu(cid:272)e(cid:396)-led advertising. Pre-emptive - saying something first even though competitive follows and says the same thing: ex. Lucky strike as fine tobacco; colgate as it freshens breath in addition to cleaning. Founded and ran his own agency ogilvy and mather (cid:862)ad(cid:448)e(cid:396)tisi(cid:374)g is a(cid:271)out e(cid:373)otio(cid:374) a(cid:374)d (cid:271)ig ideas(cid:863) Hathaway drip-d(cid:396)(cid:455) ad (cid:1009)0"s 70"s: p(cid:396)e(cid:272)u(cid:396)so(cid:396) to the (cid:862)(cid:373)ost i(cid:374)te(cid:396)esti(cid:374)g (cid:373)a(cid:374) i(cid:374) (cid:449)o(cid:396)ld(cid:863, unique because the strategy started thinking about the consumer.

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