Lecture 6 notes Aug 26
Lecture 6 notes Aug 26 ADPR 3100-0
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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”