Intro to Ad, Week 3 Lecture Notes
Intro to Ad, Week 3 Lecture Notes JMC 3303
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This 3 page Class Notes was uploaded by Allison D on Saturday February 6, 2016. The Class Notes belongs to JMC 3303 at University of Oklahoma taught by Dr. David Tarpenning in Fall 2015. Since its upload, it has received 14 views. For similar materials see Intro to Advertising in Journalism and Mass Communications at University of Oklahoma.
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Date Created: 02/06/16
Lecture 2/1/16 Lecture 2/3/16 – Citrix system overview (in-class, notes on D2L) What is advertising? • a form of communication • marketing messages in paid media (people tune out paid media) • A paid mass media attempt to persuade Contributions: • to the economy - there would be no mass media without advertising • to society - an informed public can make better buying decisions Ad started during WWI - 1914-1918. • Imports to the US were stopped by European blockades, so US had 4 paradigm shifts: ◦ Mass production ◦ Mass distribution ◦ Mass education of all genders (higher eduction for women) ◦ Mass communication (telephone & telegraph) Master of promotion: P.T. Barnum • Moved advertising from information to hype King Gillette - the master of marketing - America’s first marketing success. • J Walter Thompson - Master of magazine advertising • Cyrus Curtis - created 15% advertising agency commission • “Salesmanship in print” Jihn Kennedy discovered the value of using advertising as a company representative. 1907 • hard-sell advertising - known as “push” advertising - to push the consumer into buying the produt • soft-sell - designed to “push” the consumer into buying the product using a softer message Albert Lasker - boy-wonder of advertising - owner of America’s largest ad agency (Foote Cone & Belding) • still has the Sunkist orange juice account that they started with Ad’s first account/creative team: Helen and Stanley Resor; copy products that appeal to women. Bruce Barton - BBDO Albert Lasker decided to advertise cigarettes to women - ad for women to lose weight by smoking - sued by candy industry Masters of creativittiy in ad: Young & Robinson • Federal Trade Commission - 18 injections between 1938 and 1940 • 1922 - first radio add run - 6 minutes long - 65% of apartments rented by end of ad • First radio program (Maxwell House Showboat), first soap (Guiding Light) ◦ commercials were part of the program content • 1939 - all ad was done for the war effort (i.e. Rosie the Riveter, “a slip of the lip will sink a ship”) • 1945 - the war ended - consumer goods were advertised everywhere ◦ Lucky Stripe Cigarettes - green to red • 1948 - Television ◦ 108 stations, $12,000,000 revenue ◦ 1959 - revenue of $128,000,000 ◦ Today: over $65 billion Women in advertising: Mary Wells (first ad principal) - first client: Pan American Airlines • USP - unique selling proposition David Ogilvy - “never call the consumer a moron - it could be your wife." Bill Bernbach • 1964 - comparative advertising became legal; caused coke wars (Coke/Pepsi 1980s to 2005) • 1971 - Market segmentation instead of shotgun marketing; dividing by demographics and psychographics • 1970s and 1980s - ad became decentralized; free lance a norm • Non traditional advertising types: - guerrilla - internet - CRM - mobile - *engagement • TV is still #1 in sales. SEO in marketing. • The field changes daily. • lots of avenues for good copywriters - especially online • use traditional and non-traditional internet campaigns together to be more successful