ADV 205 Study Guide - Midterm Guide: Adapter Molecule Crk, Federal Communications Commission, Elaboration Likelihood Model
Document Summary
What makes an ad effective: guttenberg and his invention . Advertising and the great depression advertising spending plummets. Late 1800"s advertising patent medicine heroin bayer, cocaine toothache relief, all sorts of different unhealthy medicines causing issues. Reeves, ogilvy, burnett, bernbach reeves: esp product differentiation (tonic water, rolls royce), ogilvy: imagery and story appeal, bernbach: believed in positioning, feelings and power. Wonder bread, president eisenhower), burnett: believed in inherent drama . Marlboro man introduced. (pillsbury doughboy, tony the tiger, toucan sam) Ww i advertising advertising companies got rid of a lot of clients to support to war effort, uncle sam introduced. Public service ads done by the ad council. Wheeler lea ftc authority over both unfair methods of competition and unfair or deceptive acts or processes : deception. Reasonable consumer (kids don"t count: unfair advertising. Causes or is likely to cause substantial injury to consumers. Which is not reasonably avoidable by consumers.
