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Lecture 6 notes Aug 26

by: Meghan Shah

Lecture 6 notes Aug 26 ADPR 3100-0

Marketplace > University of Georgia > Advertising > ADPR 3100-0 > Lecture 6 notes Aug 26
Meghan Shah
GPA 3.78

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Producer-Led Advertising Paradigm
Principles of Advertising
Nathaniel J. Evans
Class Notes
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This 2 page Class Notes was uploaded by Meghan Shah on Tuesday September 6, 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 9 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.

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Date Created: 09/06/16
Lecture 6: Producer­Led Advertising Paradigm  Aug.26  “Paradigms” in Consumer Society o Manufacturing – designing and making products o Marketing – distribution and promotion of products o Producer­led Paradigm was about “Company Control” over marketing and  manufacturing.  Producer­Led Paradigm o Main Features:  Consumers are predictable and controllable  Products were mass­produced and standardized  Advertising was rigid and formulaic o Common up through the 1950s, however it’s still used today (ex: direct  mailing) o Market management (supply side)   The 4 Ps (product, price, promotion, place)  There wasn’t any consumer consideration  The consumer was viewed as predictable  Magic Bullet Theory/Hypodermic Needle theory: the media  message was sent directly into the minds of an audience,  without their knowing.  They would understand the message  clearly.  Product functionality was emphasized over style, because all  people were assumed to respond the same way to a message.  Functionality and Standardization o How well it works, not how nice it looks  There was a search for a “perfect design”  o Standardize to minimize costs and maximize sales (and profit) o Either approach was used o Functionality was much more important than style; things looked mostly  the same  Reason­Why Advertising o A type of producer­led advertising, credited to Claude Hopkins  Advertising was looked at as a science  Logical and rational appeals were used  Products would solve problems o Gave consumers reasons to like, want, and buy certain products  Unique Selling Proposition o A second kind of producer­led advertising o Used Rosser Reeves’ formula which involved  Repetition   Continuity  Single, simple message  Ex: Mad Men “Lucky Strike”: Pre­emptive USP  L.S/M.F.T) o But, everyone was making relatively the same things the same ways, so  producers had to position theirs as different and better than those of the  competition.  David Ogilvy o Originally was a pollster with Gallup o He cared about consumers o Founded and ran his own agency: Ogilvy & Mather o “Tell the truth… but make the truth fascinating” o “Advertising is about emotion and big ideas” o Ex: Hathaway Drip­Dry (50s – 70s)  Precursor to the “most interesting man in the world”  Imagery and character story drew the reader in – they’d wonder  about the guy in the ad and try to figure out what his story was.  It still included reasons­why, but it was unique because the  strategy started thinking about the consumer and it was a  new way of advertising  It kept consumers’ attention  Reasons why:  “Quality construction”  Drip­Dry “saved time”  Cut of the shirt “provided room for the man on the go”


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