The History Of Advertising Flashcards
In the 1940s who was credited with pioneering the unique selling proposition?
Roaster reeves of ted bates & company. One examples of his work was his slogan for Colgate ‘cleans your breath as it cleans your teeth’
Outline the main thought processes of advertising in the 1940s
Advertising was dominated by rational thinking ‘salesmanship’ in print
Name an example (not Colgate) of pre 1940s advertising that shows the use of rational thinking
Listerine, introduced it’s product as a cure for halitosis, a relatively unknown term in those days. They presented a consumer problem and their product as the solution. In 7 years their revenue increased from $115,000 to $8,000,000
In the 1950s and 1960s how did advertising vary from the ‘hard sell’?
The 1950s saw the introduction of the ‘soft sell’, humour and jokes were common place in advertising often commenting on the social and cultural state of the world
Name an example of soft sell advertising from the 50s and 60s
The agency DDB created the campaign ‘think small’ for the Volkswagen beetle. It juxtaposed the beetle against the trend for buying huge consumerist cars in the states. The ad featured a tiny car as well as copy outlining the benefits of owning a small car.
In the 1970s planning was invented simultaneously at which two agencies?
Jwt and bmp
What award was introduced in the 1980s
The IPA effectiveness award was invented to celebrate effective advertising encouraging agencies to track and report their campaign metrics
In the 1990s which book introduced neurological experiments to advertising?
Antonio demasio’s book ‘Descartes error’ outlined neurological proof that mind, emotions and the body were interlinked providing a framework of proof that brand positioning and emotional advertising was effective
