Exam 3: The History of Advertising and Brand Promotion

Volney Palmer, thought to be the first advertising agent in the U.S., opened shop in the mid-1800s.Overall, Palmer

After the "dot-com" meltdown of 2000 and the demise of many websites, Phase II of the e-ad revolution has been

When the Western world turned to capitalism as the foundation of an economic system, the foundation was also laid for advertising.

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) If an advertisement for Ivory soap was reflective of the style of ads during the period known as the "P.T.Barnum Era," it would

The Industrial Revolution was an economic force that yielded the need for advertising.

Advertising directed at children had become a booming business by the 1970s, with spending of about $200 million a year.

Folgers coffee, Miller beer, Dial soap, and Pepsi-cola were some of the first branded goods on store shelves.

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) Branded entertainment has become incredibly popular in recent years because of its many advantages. One of its main advantages is

The Chicago Tribune featured what is considered the first newspaper ad in the U.S., when it printed two notices under the heading of "Advertising" in the early 1880s.

In today's age of Web 2.0,

Following the post-war boom of World War II, the 1950s ushered in great concern over the nature of advertising.Americans feared they were being

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) Which one of the following is an accurate description of the era in which Bill Bernbach created the Volkswagen campaign?

More than anything, the 1970s was America's age of ____, and the advertising of the time reflected this.

Manufacturers were required to list the active ingredients in their products after passage of the Pure Food and Drug Act in the early 1900s.

What became the biggest word of the 1970s, a word that was quickly picked up by advertising and expanded into the promotional theme of the decade?

Men became the major target of advertisers in the 1920s, because they were the heads of households and the keepers of finances.

How did Americans view advertising after WWII? What overall emotions arose after WWII and characterized the 1950s, as well as the ads that were created at the time? How did ad agencies play on these sentiments?

A number of economic and social changes occurred during the Industrial Revolution that helped develop the role of advertising as a business communication.Many sweeping changes occurred almost simultaneously, but which of the following was not one of these changes?

While online advertising continues to grow, the massive audiences and net revenues of television are still very attractive to today's businesses.

With the addition of new channels like wireless technology and Web video,