1 / 27

Advertising Ideas

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”.

tracey
Download Presentation

Advertising Ideas

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Advertising Ideas The Evolution of Creativity in Advertising Big Ideas Lasker & Hopkins Y&R The “USP”

  2. 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. 3 Very Big Ideas! • 1 Big Product Idea - King Gillette • 2 Big Media Idea - J. Walter Thompson • 3 Big Business Idea - Cyrus Curtis

  4. King Gillette’s Big Idea! • Make a product that must be re-purchased • Advertise it aggressively • Gillette becomes one of first “packaged goods”

  5. 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!

  6. 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!!

  7. Many Early Ads Were Posters • Soaps • Soft Drinks • Cereals • Cigarettes

  8. 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”

  9. Lasker’s Ads Created by Claude Hopkins • Hopkins’ “pre-emption” • Baked Beans • Cereal

  10. Lasker’s Ads Created by Claude Hopkins • Hopkins’ “pre-emption” • Baked Beans • Cereal • Shaving Cream

  11. Lasker’s Ads Created by Claude Hopkins • Hopkins’ “pre-emption” • Baked Beans • Cereal • Shaving Cream • Orange Juice

  12. 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.

  13. Early “Pull Advertising” • Elmo Calkins & “Phoebe Snow” • Dressed in white - “Road of Anthracite”

  14. Stanley Resor JWT’sCreative/BusinessTeam • Helen Resor • HS Valedictorian • Strong writing - “A skin you love to touch" • Suffrage Leader • Professionalism • Partnership

  15. Creative that Combined Reason Why & Emotion (Daring for its time) JWT’sCreative

  16. JWT Understood the Power of Testimonials and Celebrity Endorsement. JWT’sCreative

  17. “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

  18. 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

  19. Ray Rubicam (Young&Rubicam) • Creative Control of Advertising • Used Research w. George Gallup • Writer/Art Director Team - New Standard • Ethical Behavior • First Modern Agency

  20. Ray Rubicam (Young&Rubicam) • Creative Control of Advertising • Used Research w. George Gallup • Writer/Art Director Team - New Standard • Ethical Behavior • First Modern Agency

  21. Ray Rubicam Early (pre Y&R) Rubicam Ad Solved major competitive problem w. image and style.

  22. Ray Rubicam This Ad was done in 1939! Power of Words + Visual Still looks contemporary.

  23. Advertising Goes to War!! • War Advertising Council • Part of Social Change - women in work force • Image Advertising (product shortages)

  24. 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

  25. The New Ad Medium - Television!! • Increased Post-War Consumption • Increased Ad Spending (up 300%!) • Increased Agency Size • “Modern” age of advertising begins...

  26. 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.”

  27. 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!

More Related