AMERSTD 101 Chapter Notes - Chapter 1: Claude Hopkins, Pseudoscience, Externals
5 Feb 2017
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American ads of cars, highways, new patterns of suburban consumption. 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. Popular as went from cigarettes to automobiles. 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. 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. Critics of brainstorming saw it as stuck in meetings and not getting down to the actual work. Depended on the eye of the beholder - variously as a source, or symptom, or solution of the creativity drought.
