ADPR 3100 1st Edition Lecture 5 Outline of Previous Lecture I Consumer Society II Emergence III Ways of buying IV Branding Outline of Current Lecture I Producer led paradigm II Producer led advertising a Functionality III examples Current Lecture Producer Led Paradigm Paradigms in consumer society o Manufacturing designing and making products o Marketing distribution and promotion of products producer led paradigm o common through 1950s still used today o market management supply side 4 Ps product price promotion place functionality over style Functionality o How well it works not how nice it looks Search for perfect design Tubular chair cheap to manufacture light weight fit any sized person functional Or standardize to minimize costs to maximize sales o Either approach Style or functionality These 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 Producer led advertising o Advertising done in same producer led way o Ads by the rules o Agency books of procedure o The Bible at Kenyon and Eckhart o 34 articles at J Walter Thompson Reason why advertising o A kind of producer led advertising o Claude Hopkins Advertising was a science Logical rational appeals Products solve problems Unique selling proposition o Rosser Reeves Focused on functionality of ads Wanted to make the sales curve move up increase functionality o A second kind of producer led advertising o Rosser reeves formula Repetition Continuity first ad should be identical to the last ad Single simple message Unique selling proposition every ad should emphasize one unique feature and benefit of your product compared to your competitors repeat repeat repeat Reeves in Action o Colgate toothpaste static ad David Ogilvy o Initially a pollster with gallup o Founded and ran his own agency Ogilvy Master Scorecard o How well the ad was executed o All layouts should look like a magazine story not like an ad If not 7 o All ads should use photographs If not 6 o All type should be black on white background If not 4 Ogilvy in action o Zippo magazine story photo black text white background Producer led paradigm o Predictable controllable customers o Mass produced standardized products Rigid formulaic advertising
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