AMERSTD 101 Chapter Notes - Chapter 1: Claude Hopkins, Pseudoscience, Externals

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5 Feb 2017
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Stephen Fox Second Boom
15 years after WW2
American ads of cars, highways, new patterns of suburban consumption
Exploding prosperity
Total ad expenditure doubled in 5 years 2.9bil to 5.7bil
1950’s powered by a combo of demographics and geography
Baby boom and drift to suburbs = prosperity for the construction business
-new homes, shopping centers
Popular as went from cigarettes to automobiles
Merchandising departments
More importance
Performed tasks for both clients and agency
Client were helped with product development, recommending changes in packages,
sales presentations
Agency were helped with merchandising advised creatives about a product’s selling
points, told contact men about clients selling operation, and recommended advertising
media on basis of product’s potential market
Ads lacking creativity
Copying each other
ALex osborn
Brainstorming techniques 1950s
Creative mind separate from the judicial mind (former spouts ideas and latter judged
them)
Walter O’Meara points out externals becoming too important the form then becomes
degenerate
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