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Advertising Ideas. The Evolution of Creativity in Advertising 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”.

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advertising ideas

Advertising Ideas

The Evolution of Creativity in Advertising

Big Ideas

Lasker & Hopkins

Y&R

The “USP”

2 founding concepts
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
3 very big ideas
3 Very Big Ideas!
  • 1 Big Product Idea - King Gillette
  • 2 Big Media Idea - J. Walter Thompson
  • 3 Big Business Idea - Cyrus Curtis
king gillette s big idea
King Gillette’s Big Idea!
  • Make a product that must be re-purchased
  • Advertise it aggressively
  • Gillette becomes one of first

“packaged goods”

j walter thompson s big idea
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!
cyrus curtis s big idea
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!!
many early ads were posters
Many Early Ads Were Posters
  • Soaps
  • Soft Drinks
  • Cereals
  • Cigarettes
ad evolution 1900 1920

John E. Kennedy

  • Claude Hopkins
Ad Evolution 1900-1920
  • The “Age of Lasker”
  • Lasker Hears a Big Idea...

“Advertising

is salesmanship

in print.”

“Scientific Advertising”

lasker s ads
Lasker’s Ads

Created by

Claude Hopkins

  • Hopkins’ “pre-emption”
  • Baked Beans
  • Cereal
lasker s ads10
Lasker’s Ads

Created by

Claude Hopkins

  • Hopkins’ “pre-emption”
  • Baked Beans
  • Cereal
  • Shaving Cream
lasker s ads11
Lasker’s Ads

Created by

Claude Hopkins

  • Hopkins’ “pre-emption”
  • Baked Beans
  • Cereal
  • Shaving Cream
  • Orange Juice
lasker s ads12
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.
early pull advertising
Early “Pull Advertising”
  • Elmo Calkins & “Phoebe Snow”
    • Dressed in white - “Road of Anthracite”
jwt s creative business team

Stanley Resor

JWT’sCreative/BusinessTeam
  • Helen Resor
  • HS Valedictorian
  • Strong writing -

“A skin you love to touch"

  • Suffrage Leader
  • Professionalism
  • Partnership
jwt s creative

Creative that Combined

Reason Why & Emotion

(Daring for its time)

JWT’sCreative
jwt s creative16

JWT Understood

the Power of Testimonials

and Celebrity Endorsement.

JWT’sCreative
pull vs push
“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
john caples direct approach
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

ray rubicam y oung r ubicam
Ray Rubicam (Young&Rubicam)
  • Creative Control of Advertising
  • Used Research w. George Gallup
  • Writer/Art Director Team - New Standard
  • Ethical Behavior
  • First Modern Agency
ray rubicam y oung r ubicam20
Ray Rubicam (Young&Rubicam)
  • Creative Control of Advertising
  • Used Research w. George Gallup
  • Writer/Art Director Team - New Standard
  • Ethical Behavior
  • First Modern Agency
ray rubicam
Ray Rubicam

Early (pre Y&R) Rubicam Ad

Solved major competitive

problem w. image and style.

ray rubicam22
Ray Rubicam

This Ad was done in 1939!

Power of Words + Visual

Still looks contemporary.

advertising goes to war
Advertising Goes to War!!
  • War Advertising Council
  • Part of Social Change - women in work force
  • Image Advertising (product shortages)
2 more big ideas

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
the new ad medium television
The New Ad Medium - Television!!
  • Increased Post-War Consumption
  • Increased Ad Spending (up 300%!)
  • Increased Agency Size
  • “Modern” age of advertising begins...
rosser reeves the usp
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.”
rosser reeves the usp27
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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