Exam 3: The History of Advertising and Brand Promotion

In which era were ads particularly conscious of social class while promoting consumption in a rather conservative way, wrapped up in traditional American values?

Why did national firms begin putting their names on household goods and investing in promotions for them?

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) One notable characteristic of the creative revolution was that

The first regulatory initiative by the federal authorities that would exert strict regulations on many levels of advertising and promotion was the Pure Food and Drug Act.

Scenario 3-5 Jerome Brown 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.Jerome 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 one based on the Strawberry Shortcake toy, drove regulators nuts during which period?

Advertisers responded to the Depression by adopting a tough, no-frills style in their ads.

Scenario 3-3 Zooppa is a global social network for creative talent that partners with companies to launch user-generated advertising campaigns. Two years after it was initially founded in 2008, the company continues to offer consumers an outlet for their creative advertising ideas. Members of the network submit their original ads in response to a company's creative brief.These ads can take various formats including video, print, banners, concepts, and radio, and winners of the various competitions often take home a monetary prize. The site now boasts over 60,000 members, a number that will surely continue to grow as more consumers feel the urge to influence the way their favorite products are advertised through various forms of media. -(Scenario 3-3) What is one main reason why companies such as Zooppa, as well as many other online companies have succeeded in the Web 2.0 era when they could not in the dot-com era?

During the 1990s, New York was challenged as the "center of the advertising universe" by

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) By 1900, shortly after Ivory soap was originally branded,

During which era of advertising did consumers first begin to surround themselves with devices related to communication?

Which of the following were among the four agencies most noted for their early role in the creative revolution?

The mid-1990s presented scary moments for those heavily invested in traditional advertising.

Scenario 3-5 Jerome Brown 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.Jerome 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) An ad with the sponsor's Internet address attached likely came from which era?

In the late 1800s, consumers were willing to pay more for brands than for unmarked commodities, even if they were otherwise identical.

What advertising agency dominated the 1920's ad industry?

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) One effect of the passage of the Pure Food and Drug Act of 1906 was that

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?

The text points out that a certain form of commercial message is seen as "artistic speech" and gets more free speech protection by the First Amendment than others do.What is it?

The Pure Food and Drug Act actually had only a minimal effect on advertising, since it really didn't restrict advertiser's claims.

Scenario 3-4 In 2010, Procter & Gamble, the world's largest ad spender, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions. The films are designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys. This was not the first time the two major brands teamed up to push family-oriented entertainment-in the late 1990's, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainment-the organization responsible for getting the WB's Gilmore Girls on the air. The two have each found great success as a result of the moves, with each seeing an increase both in sales and brand favorability scores. Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one. -(Scenario 3-4) A recent advancement makes the use of various forms of advertising more desirable because it allows the amount of ad exposure and impact to be directly measured, and allows companies such as P&G and Walmart to measure the success of their experimental methods. This advancement is in