I. Terms: USP, Icons, Inherent drama, Creative revolution, Branding, Integreated marketing communication, Segmentaton, Positioning II. People: Leo Burnett, Rosser Reeves, David Ogilvy, Bill Bernbach, Mary WellsII. Concepts: How did the technology culture and media of the and 60’s and 70’s and 80’s impact advertising? Why did marketers dominate the 70’s? Why did the creative revolution happen?Dramatic Technology shift 1940’s-1960’sTelevision was launched in most households in around 10 or 12 years of thatTV disrupted pop culture, business and society  it was as talked as the digital age is and had been for many years  and the changes it was going to costNew stars emerged  traditional media lost audiencewhole new world of TV stars and radio print lost their listen audienceBusiness had to adapt to new technology issuesNo frame of reference to how to make a tv commerciala lot of business issueand the tv industries looked at the radio industries for guidance and so forthCreating content was keyWere creating content on radio and then expanding on TVE.g. Geritol  jeopardy tv show like, they got caught cheating; government regulations came in and changed how TV was ownedThe bathroom break was bornStandardize commercial breaks  no pause button on TV or no taping, so people planned their schedules around when TV shows would come onTelevision is the triumph of machine over peopleHaters of TV“Television has proved that people will looks at anything rather than each other.” Ann Landers“Television has raised writing to a new low” Sam Goldwyn“Television is the first truly democratic culture”Suburbs were born and were wiredBaby boom beginning stagesPeople came back from WII and planned these suburbs with broadcast in mindThis time created “Teenage Culture”American Bandstand spread it across the nation:Spread “teenage culture” music and pop cultureAdvertising in the 60’sWas like Mad Men TV Show  accurate depiction of culture in the USA and what the advertising industry is likeFive innovative leaders: all of them were influential in creating ad agenciesLeo BurnettRosser ReevesBill BernbachDavid OgilvyMary WellsLeo Burnett: named “Adman of the century”; in ChicagoKnown for:1. The perfect campaign  Marlboro (cigarettes)After WWII it was considered a girl’s cigarette  gender is a standard way to approach a specific audienceWestern American culture takes part“the perfect campaign” because it re-launched a whole new company overnight to almost going out of business to then being very successful“Marlboro Country”2. Inherent drama  the emotional story contained within the productmaster story teller  “There is an inherent drama in every product. Our no.1 job is to dig for to and capitalize it” – Leo Burnette.g. Green Giant  taken by Folklore, put it on to a canned food business, use the stories that we already knew and applied to the products3. Icon  Brand Icons“Charlie the Tuna”putting a friendly face on a manufactured product  then other people followed himRosser Reeves:Known for:1. Unique Selling Proposition (USP)if you can hammer the uniqueness into the audience you can be successful“melts in your mouth, not in your hands”“Fast, fast, fast relief” Anacinhe believes that USP should be as literal as possiblehe had the time to describe the ingredients and how it was madeyou can beat it into people’s heads “repeat”2. Ted Bates3. Creative Revolution  scientific boring advertising; 1960’s backlash against Reeves“rules are what the artist break; the memorable never emerged from a formula”he was revolting against it  a decade of experimentationexperimenting in advertising as wellwhen the economy is chaotic  not much risk taken in the societyBill Bernbach: He had a greater impact on American culture than any of the distinguished writes and artists; VW campaign1. Taking risks/breaking rulesThe revolution:Totally different ads and ideasUsed visual in a new wayAdded new dimension to the copyWas intelligent2. Cynical use of humor:launched this was the Volkswagen Beatle Campaign (Think small)  something small and basic and made it an American icon “it makes your house look bigger”“Avis” positioned against Hertz 1960’s3. Creative team approachDavid OgilvyKnown for:1. Introducing the concept of branding  he believed that every piece of communication that the company brought out for the product2. Management Vision  he had certain idea of how an ad agency should work and cooperate togetherhe built the brand of himself  he was aware of his story and how that would re-business to his industrykey brands: Maxwell Ads, Dovemade Dove a woman’s brandScheweppesIBMMary WellsKnown for:1. Being the first woman to be a named partner of an agency – Wells Rich and Greene (went out of business early 2000’s)2. Integrating various forms of marketing communications  e.g. flight attendants clothingshe was the first person that realized that it is beyond the realm of “just advertising:most famous ad: Alka-SeltzerI (heart) NY brandCreative revolution endedRecessionMerger Mania  brands being purchased by bigger brands, changed the autonomy of the agencyAD Evolution (1970-1979)Marketers dominateTougher economic timesNew, more “scientific” tools:Segmentation: the idea that you create different products in your brand line, for consumers in their differing needProduct differentiation in response to consumer’s differing needsMaximize potential market share  if I don’t like Tide Scented, I can get the unscented, fabric softner..and many different optionsPositioning: the way we want consumers to think about our brand..long-termIt made clients think about things in “your brand had to fit in some slot in your mind”E.g. Volvo “safe”1970’s Media Evolution:Cable showed up  for reception, not contentHBO, TBS, ESPN1970’s Agency EvolutionBig NYC agencies dominateExodus from key agencies to start-upsBernbach style of advertising grows  his influence brought people toward the industry1970’s technology:that it would destroy televisionit has the potential to do that, it didn’t because nobody cold figure out how to use the VCRTelevision becomes more important  commercials became little mini moviesE.g. coca cola adsJOUR 2403 Lecture 3 Outline of Last Lecture I. History of AdvertisingII. MaterialismIII. Industrial RevolutionOutline of Current Lecture I. Terms: