ADPR 3100 1st Edition Lecture 5 Outline of Previous LectureI. Consumer SocietyII. Emergence III. Ways of buyingIV. Branding Outline of Current Lecture I. Producer-led paradigmII. Producer-led advertisinga. FunctionalityIII. examplesCurrent Lecture- Producer-Led Paradigm - “Paradigms” in consumer society o Manufacturing: designing and making productso 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 ruleso Agency “books of procedure”o “The Bible” at Kenyon and Eckharto 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 - Scorecardo How well the ad was executed o All layouts should look like a magazine story (not like an ad) If not -7o All ads should use photographs If not -6o 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
View Full Document