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Advertising’s Ages. Part One Big Ideas Lasker & Hopkins Y&R The “USP” . 2 Founding Concepts:. 1 The Power of Ideas Creation & “Creative Destruction”. 2 Government Supports Business. Benjamin Franklin. Printer, “Idea Person” “The First American”. Alexander Hamilton.

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Advertising s ages l.jpg

Advertising’s Ages

Part One

Big Ideas

Lasker & Hopkins

Y&R

The “USP”


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2Founding Concepts:

  • 1 The Power of Ideas

    • Creation & “Creative Destruction”

  • 2 Government Supports Business

  • Benjamin Franklin

  • Printer, “Idea Person”

  • “The First American”

  • Alexander Hamilton

  • U.S. as Business Partner


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3 Very Big Ideas!

  • 1 Big Product Idea - King Gillette

  • 2 Big Media Idea - J. Walter Thompson

  • 3 Big Business Idea - Cyrus Curtis


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King Gillette’s Big Idea!

  • Make a product that must be re-purchased

  • Advertise it aggressively

  • Gillette becomes one of first

“packaged goods”


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J. Walter Thompson’s Big Idea!

  • Sell ad space in magazines

  • Pocket a commission

  • JWT becomes key agency

  • And...

  • Magazines become a national ad medium!


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Cyrus Curtis’s Big Idea!

  • Have agencies sell ad space in your magazines for you

  • Only agencies can pocket a commission (clients can’t)

  • Curtis Publishing Becomes Big!

  • Ad Agency Business is Established!!


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Many Early Ads Were Posters

  • Soaps

  • Soft Drinks

  • Cereals

  • Cigarettes


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  • Claude Hopkins

Ad Evolution 1900-1920

  • The “Age of Lasker”

  • Lasker Hears a Big Idea...

“Advertising

is salesmanship

in print.”

“Scientific Advertising”


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Lasker’s Ads

Created by

Claude Hopkins

  • Hopkins’ “pre-emption”

  • Baked Beans

  • Cereal


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Lasker’s Ads

Created by

Claude Hopkins

  • Hopkins’ “pre-emption”

  • Baked Beans

  • Cereal

  • Shaving Cream


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Lasker’s Ads

Created by

Claude Hopkins

  • Hopkins’ “pre-emption”

  • Baked Beans

  • Cereal

  • Shaving Cream

  • Orange Juice


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Lasker’s Ads

Created by

Claude Hopkins

  • Hopkins’ “pre-emption”

  • Baked Beans

  • Cereal

  • Shaving Cream

  • Orange Juice

  • Note: when products are new, advertising about those products can be very interesting.


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Early “Pull Advertising”

  • Elmo Calkins & “Phoebe Snow”

    • Dressed in white - “Road of Anthracite”


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JWT’sCreative/BusinessTeam

  • Helen Resor

  • HS Valedictorian

  • Strong writing -

“A skin you love to touch"

  • Suffrage Leader

  • Professionalism

  • Partnership


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Creative that Combined

Reason Why & Emotion

(Daring for its time)

JWT’sCreative


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JWT Understood

the Power of Testimonials

and Celebrity Endorsement.

JWT’sCreative


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“Pull” vs. “Push”

  • Example: Jordan

    • Imagery and “word magic”

    • Works best when times are good

  • Pushing Plymouth

    • Positioning and competing

    • Works best when times are tough


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John Caples’ Direct Approach

  • Father of Direct

    • www.caples .org

    • Major awards for direct response marketing

  • Learned and Shared Lessons of Direct

    • Initial Involvement

    • Best delivery of benefit

John Caples of BBDO


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Ray Rubicam (Young&Rubicam)

  • Creative Control of Advertising

  • Used Research w. George Gallup

  • Writer/Art Director Team - New Standard

  • Ethical Behavior

  • First Modern Agency


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Ray Rubicam (Young&Rubicam)

  • Creative Control of Advertising

  • Used Research w. George Gallup

  • Writer/Art Director Team - New Standard

  • Ethical Behavior

  • First Modern Agency


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Ray Rubicam

Early (pre Y&R) Rubicam Ad

Solved major competitive

problem w. image and style.


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Ray Rubicam

This Ad was done in 1939!

Power of Words + Visual

Still looks contemporary.


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Advertising Goes to War!!

  • War Advertising Council

  • Part of Social Change - women in work force

  • Image Advertising (product shortages)


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  • Alex Osborn, BBDO“Applied Imagination”

  • Marion Harper

2 More Big Ideas

1 “Brainstorming”

  • Model for Idea Development

2 New Way to Organize Advertising Agencies

  • Interpublic, 1st Mega-Agency


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The New Ad Medium - Television!!

  • Increased Post-War Consumption

  • Increased Ad Spending (up 300%!)

  • Increased Agency Size

  • “Modern” age of advertising begins...


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Rosser Reeves & The “USP”

  • Unique Selling Proposition

    • Proposition - buy this product and get this specific benefit

    • Unique - competition does not or cannot offer

    • Must be strong enough to “move the mass millions.”


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Rosser Reeves & The “USP”

  • Unique Selling Proposition

  • Repeat, repeat, repeat!!!

    • Melts in your mouth, not in your hands.

    • Build strong bodies 12 ways.

    • Cleans your breath while it cleans your teeth.

    • Fast, Fast, Fast Relief!




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