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UT ADV 325 - Mary Wells 60s, and 80s

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1960’s in the middle of the 60s.She focused on the youth and kidsLeft DDB open Wells Rich GreeneMost successful woman in advertising to datePeggy? From Mad Men.Famous Taglines:Plop plop, fizz fizz (alka seltzer)I cant believe I ate the whole thingTrust the midas touchAt ford, quality is job 1Flick your BicRaise your hand if you are sure.Brantiff planes: (it wont get you there faster but it will get you there, “the end of the plain plane”)I <3 NY (most famost campaign by Mary wells)DEFINING CHARACTERISTICS OF THE 60S REVOLUTION:From redundancy toAsk people to participateProvocativeSofter and softer saleChanged agency client relationships ( the creative argued with clients about the content of advertising)Clients went after the creative and wanted more creativity in stead of just media buying serviceHonesty in the ads (that wasn’t there before)Brands felt different, you could relate to the brand (NYC and Chicago main cities)Why did this happen?  UNIQUE SELLING PROPOSITION (USP)Proposition for one thing that makes it uniqueno difference between the product.Explosion or more and more products (parity: no real difference between them why are they different now we associate emotions with brands)1980sRegional agencies, smaller but also good.Enterprises grew and state based companies wanted access to great creativeIf you are in Arizona, are you really going to call someone in NYC?Accessibility, tools and, technology : were leaner, cheaper and better to obtainAgencies realized is was cheaper to talk to someone in their same place rather than in NY.Creative could remain in their towns and not travel to NYC. (they could live)Agencies not have as many levels of approvals. There was a freedom to fool around and try something new.1984 Ad: Apple (Super bowl ad)Adv 325 1st Edition Lecture 9Outline of Last Lecture I. Guest Speakers from Criquet ShirtsOutline of Current Lecture II. Mary Wells contributions to advertisingIII. Definng characteristics of the 60s ad revolutionIV. 1980s and radical changes in AdvertisingCurrent Lecture 1960’s in the middle of the 60s. - She focused on the youth and kids- Left DDB open Wells Rich Greene - Most successful woman in advertising to date- Peggy? From Mad Men. o Famous Taglines: Plop plop, fizz fizz (alka seltzer)  I cant believe I ate the whole thing Trust the midas touch At ford, quality is job 1 Flick your Bic Raise your hand if you are sure.  Brantiff planes: (it wont get you there faster but it will get you there, “the end of the plain plane”) I <3 NY (most famost campaign by Mary wells)  DEFINING CHARACTERISTICS OF THE 60S REVOLUTION:- From redundancy to - Ask people to participate- Provocative- Softer and softer sale- Changed agency client relationships ( the creative argued with clients about the content of advertising) - Clients went after the creative and wanted more creativity in stead of just media buying service- Honesty in the ads (that wasn’t there before) - Brands felt different, you could relate to the brand (NYC and Chicago main cities) - Why did this happen?  UNIQUE SELLING PROPOSITION (USP) o Proposition for one thing that makes it unique o no difference between the product.- Explosion or more and more products (parity: no real difference between them why are they different now we associate emotions with brands) 1980sRegional agencies, smaller but also good. - Enterprises grew and state based companies wanted access to great creative- If you are in Arizona, are you really going to call someone in NYC?- Accessibility, tools and, technology : were leaner, cheaper and better to obtain - Agencies realized is was cheaper to talk to someone in their same place rather than in NY. - Creative could remain in their towns and not travel to NYC. (they could live) - Agencies not have as many levels of approvals. There was a freedom to fool around and try something new.  1984 Ad: Apple (Super bowl ad) Real cinematic style (riddley scott) never seen


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