Exam 3: The Evolution of Promoting Brands

The Great Depression resulted in advertising being seen as part of big business, big greed, and big lust which was the "cause" of the depression in the first place.

Scenario 3-5 John Piper is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. He is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20ᵗʰ century to try to understand how advertising has evolved. Here are some descriptions of the ads that he found: -(Scenario 3-5) Shows that blended product advertising and program content, like Strawberry Shortcake, drove regulators nuts in which period?

Proctor & Gamble's web-site beinggirl.com is an attempt by the personal products giant to decrease dependency on national broadcast TV and magazines to save money on advertising budgets.

The Industrial Revolution led to mass production of advertising materials.

National television programs, movies, sporting events and other entertainment options tend to be much more supported by advertising than by subscription and event ticket sales.

In 1995, William T. Esrey, chairman and CEO of Sprint, announced that clients were "going to hold ad agencies more closely accountable" than ever before. He said this because

Scenario 3-4 Interactive TV will let the TV viewer interact with the show they are watching. Imagine that you are watching a show on gardening and would like more information about the planting techniques being discussed. You could hit a button on the remote and up pops a page of more information. But interactive TV isn't limited to just reading pages of text. In fact, that might be a very limited aspect of it. After all who wants to read a lot while the show is on? An important possibility emphasizes the direct interaction of the viewer. For example, take a political show where they are discussing an upcoming election. They could run a viewer poll in real-time. The TV viewer can select their favorite candidate, and the results of all the viewers are shown in real-time as they participate. With the Internet being as popular as it is, it's a good bet that interactive TV will use the Internet in some way; however, it's important to note that interactive TV is not just another website. We see it as a source of information that is tightly linked with the show it relates to. In fact, treating it as just another website would likely dissolve the interactive nature of the programming. If a viewer starts surfing the Web, they've stopped watching the show. The interactive content should add to the show, and not get in the way. (Wisconsin Public Television INteractive TV Project http://itv.wpt.org/about/) -(Scenario 3-4) The future of advertainment is expanding. One set of advantages that advertainment offers advertisers is:

During which of the following periods were advertising messages primarily informational?

In 1906, the Federal Trade Commission passed the Pure Food and Drug Act, which required manufacturers to label the active ingredients in their products.

Scenario 3-2 When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle, Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, 'Lemon.' The copy for 'Lemon' said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don't sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you'll never get one of our lemons. "For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, From Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.) -(Scenario 3-2) The "Lemon" ad just described is characteristic of the style of advertising for which the creative revolution is known. Therefore, it can be described as having

In the new era of promotion, advertising will no longer be one of the primary tools in the promotional mix.

During the 1950s, a renewed consumer culture resumed but attitudes toward advertising, remained different and more skeptical than its heyday in the 1920s.

Ads in the 1920s were visual and showed slices of life in a sophisticated way that depicted

In the advertising era referred to as World War II and After (1941-1960), advertising creativity

Scenario 3-3 In late 2004 a high-school teacher created the first strictly consumer produced advertisement, paying homage to Apple's iPod mini. It turned out to be a phenomenal hit. Since then advertisers have gotten on board and encouraged consumers to submit ads to them. In 2007 four consumer-created ads aired on the Superbowl. They included an ad for Firefox, an open-source web-browser that received 280 entries. The wining entry featured a girl who talks about surfing and then declares "My other browser is a surfboard." When General Motors requested ads for the new Chevy Tahoe was deluged with sharp anti-SUV ads from environmentally sensitive consumers. Nevertheless, letting consumers play the ad game often means that a small investment brings big buzz. -(Scenario 3-3) The new agency for GM's Tahoe may begin to use the new media to attract an ever-growing target market of young people, but is aware that this generation may question the environmental impact of the Tahoe. They plan to elicit these consumers' comments on how the next model of the Tahoe could be more environmentally friendly in order to begin building positive brand awareness. How could they reach them best?

The 1920s was a boom time for society and advertising. The economy was strong, and consumption became not only accepted but expected.

America was experiencing tremendous economic growth, its people feared subliminal advertising, and advertising agencies began to use motivational research. This time period was

Large amounts of investment capital were needed to finance the Industrial Revolution in the United States. During the 1840s, ____ emerged as way for individuals to reduce the risk of the loss of personal wealth when investing in business ventures.

The Consumer Empowerment era of advertising is characterized by great turmoil. At the crux of this turmoil is

Scenario 3-1 In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process. According to Procter & Gamble legend, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales--Ivory soap--with the slogans "It floats" and "99-44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.) -(Scenario 3-1) Which one of the following is not a characteristic of the period in which Ivory soap was introduced?