- “Producer-led” Paradigmcommon way of approaching advertising and marketing through the 1950shas not gone away, but people have thought of other ways to do thisMarket Management view of how to market and promote products- view that there is individual people within companies that make the shots, decides what to do4 P’s: product, price, promotion, placeIt stressed the functionality over styleFunctionalityHow well it works; not how nice it looks.Come up with a perfect design of a product, meant didn’t have to come up with anything else, could save money. Wanted to find the “perfect design”Or standardize to minimize costs to maximize sales. Did this to save money. Ex. Ford Motor company. Assembly line to make cars. Used the same design for all the models of his cars.Producer-led advertisingAdvertising done in same producer-led way.Just like products were put together, ads were put together by the rules. There was a search for the perfect rules of advertising.Agencies had “books of procedure”. Step by step ways on how to advertising perfectly. Rule BooksReason-why advertisingClaude HopkinsBelieved advertising was a science. Thought that if you could discover the laws of advertising, then you would follow those laws to do affective advertising.Believed in ads that made logical, rational appealsFelt that products solve problems. Thought you had to logical explain to people how these products logically solved your problems.Unique Selling PropositionRosser Reeves: thought advertising was a no-sense gigOnly was concerned…”does the ad work?”Key Rules he believed should always followRepetition: key words and phrases needed to be repeated so people would catch on easilyContinuity: the very first ad in a campaign should be virtual identical to the last ad in a campaign. There should be no different. Pages, lines, sentences all the sameSingle, simple message: wanted to make things absolutely as easy as possible for people to understand. Wanted just one simple message“Unique Selling Proposition”: unique feature and benefit of your product that your competitors product do not have. Needed to emphasize what you have and your competitors don’t while trying to sell product.Ex. Colgate printed ads. No matter the product all ads would be done the same wayDavid OgilvyInitially a pollster with GallupFounded and ran his own agency Ogilvy and MatherHad his own rules and principles of effective advertisingIn agency all members would evaluate each other with scorecardAds would be expected to have layouts that look like a magazine page. If not deduce 7 pointsAll ads should use photographs, no illustration, no drawings. If not would deduct 6 pointsAll the words should be in black ink on a white background. Would deduct 4 points if the ads did not have this.These rules were done for all ads.Producer Led ParadigmFelt that private markets were generally not that b right. They were pretty predictable, and since they were they were usually easily controllable customersBelief that products were best mass-producedADPR3100 1st Edition Lecture 5 Outline of Last Lecture I. No lectureOutline of Current Lecture II. “Paradigms” in consumer societyIII. Manufacturing (designing and making products)IV. Marketing (distribution and promotion of products)Current Lecture - “Producer-led” Paradigm- common way of approaching advertising and marketing through the 1950s- has not gone away, but people have thought of other ways to do this- Market Management view of how to market and promote products- view that there is individual people within companies that make the shots, decides what to doo 4 P’s: product, price, promotion, place It stressed the functionality over style Functionality- How well it works; not how nice it looks.- Come up with a perfect design of a product, meant didn’t have to come up with anything else, could save money. Wanted to find the “perfect design”- Or standardize to minimize costs to maximize sales. Didthis to save money. Ex. Ford Motor company. Assembly line to make cars. Used the same design for all the models of his cars. Producer-led advertising- Advertising done in same producer-led way. - Just like products were put together, ads were put together by the rules. There was asearch for the perfect rules of advertising. - Agencies had “books of procedure”. Step by step ways on how to advertising perfectly. Rule BooksThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. Reason-why advertising - Claude Hopkinso Believed advertising was a science. Thought that if you could discover the laws of advertising, then you would follow those laws to do affective advertising. o Believed in ads that made logical, rational appealso Felt that products solve problems. Thought you had to logical explain to people how these products logically solved your problems.  Unique Selling Proposition- Rosser Reeves: thought advertising was a no-sense gig- Only was concerned…”does the ad work?”- Key Rules he believed should always followo Repetition: key words and phrases needed to be repeated so people would catch on easilyo Continuity: the very first ad in a campaign should be virtual identical to the last ad in a campaign. There should be no different. Pages, lines, sentences allthe sameo Single, simple message: wanted to make things absolutely as easy as possible for people to understand. Wanted just one simple messageo “Unique Selling Proposition”: unique feature and benefit of your product thatyour competitors product do not have. Needed to emphasize what you have and your competitors don’t while trying to sell product. Ex. Colgate printed ads. No matter the product all ads would be done the same way- David Ogilvyo Initially a pollster with Gallupo Founded and ran his own agency Ogilvy and Mathero Had his own rules and principles of effective advertisingo In agency all members would evaluate each other with scorecard Ads would be expected to have layouts that look like a magazine page.If not deduce 7 points All ads should use photographs, no illustration, no drawings. If not would deduct 6 points All the words should be in black ink on a white background. Would deduct 4 points if the ads did not have this. These rules were done for all ads. Producer Led Paradigm- Felt that private