Advertising 3100 Lecture 5 Notes 8/26-29
Advertising 3100 Lecture 5 Notes 8/26-29 ADPR 3100-0
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This 2 page Class Notes was uploaded by Bridget Notetaker on Tuesday August 30, 2016. The Class Notes belongs to ADPR 3100-0 at University of Georgia taught by Nathaniel J. Evans in Fall 2016. Since its upload, it has received 24 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.
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Date Created: 08/30/16
Advertising 3100 Lecture 5 Notes Producer Led Paradigm/Advertising: o We currently live in a consumer led paradigm However, it was not always this way o In the 60s there was a major shift from producer led to consumer led o Common up through the 1950s However, it is still used today o Market management (supply side) 4 P’s: Product, Price, Promotion, Place Consumer consideration wasn’t there Consumer was viewed as predictable Magic Bullet Theory: states that an audience is passive and can’t resist the media messages Product functionality over style: because all people were assumed to respond the same way to a message “Paradigms” in consumer society: o Manufacturing: designing and making products o Marketing: distribution and promotion of products Producer led paradigm was about “Company Control” Main Features of Producer Led Paradigm: o Predictable, controllable customers o Mass produced, standardized products o Rigid, formulaic advertising (which was based on the notion that consumers respond uniformly) Functionality and Standardization: o How well it works; not how nice it looks Search for “perfect design” Or standardize to minimize costs to maximize sales o Either approach Functionality, not style Reason-Why Advertising: o A kind of producer-led advertising o Claude Hopkins Advertising as a science Logical, rational appeals Products solve problems Unique Selling Proposition: o A second kind of producer-led advertising o Rosser Reeves’ formula: Repetition Continuity Single, simple message Mad Med “Lucky Strike” pre-emptive Pre-emptive: when they came up with the idea to say Lucky Strike cigarettes were “toasted” even though all cigarettes were toasted David Ogilvy: o Initially a pollster with Gallup o Founded and ran his own agency called Ogilvy & Mather o “Tell the truth…but make the truth fascinating” o “Advertising is about emotion and big ideas” o Hathaway Drip-Dry: (50s-70s) Precursor to the “most interesting man in the world” Imagery and character story drew in the reader Unique because the strategy started thinking about the consumer Reasons why: “Quality construction” Drip-dry “saved time” Cut of the shirt “provided room for the man on the go”
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