Exam 3: The History of Advertising and Brand Promotion

The 1970s was America's age of       ,and the advertising of the time reflected this.

Scenario 3-1In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, meant that manufacturers could only sell a product with regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process. According to Procter & Gamble, 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." -(Scenario 3-1)One effect of the passage of the Pure Food and Drug Act of 1906 was that: 

The Great Depression was an economic force that yielded the need for advertising.

In the 1980s,the Saatchi and Saatchi ads were primarily politically neutral.

When the Western world turned to capitalism as the foundation of its economic system,the foundation was NOT suited for advertising.

Beginning in 1938,the U.S Congress began to pass real advertising reform,including a law banning "deceptive acts of commerce." This meant that advertisers were now: 

Explain how advertising in the late 1960s had changed in meaningful ways.

Scenario 3-3Zooppa, a pharmaceutical company, started its business in 1850. Its advertisements helped their drugs to grow in popularity and were well-known for a brief period. The company had developed a logo and had made itself known by this symbol on all of its product wrappers. -(Scenario 3-3)With reference to the era in which Zooppa was formed,Zooppa's advertisements would most likely be: 

During the widespread poverty of the Great Depression,most segments of the population believed in the power of advertising.

What is e-business,and how is this a part of our history in the ad and IBP industry?

In the 1990s,the measurement of ROI in advertising was     .

What is an ad blocker,and how can this be considered a big part of advertising history?

Although technology has brought in some game-changers,: 

Scenario 3-5Jerome 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 finds: -(Scenario 3-5)Ads of a particular era focused on the product itself,using lots of copy while lacking the real-world context of accurate information.This is a dominant characteristic of the      era.

During the 1950s,Americans began to fear: 

In the 1700s,a middle class,spawned by the rise of regular wages from factory jobs,was beginning to emerge.

Scenario 3-1In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, meant that manufacturers could only sell a product with regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process. According to Procter & Gamble, 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." -(Scenario 3-1)Jump to modern times: If the Ivory soap was doing product placement in a television show,what is that an example of in today's world? 

By the early 1900s,the "power of advertising" was based on the reality that consumers: 

By the late 1960s,advertisers had realized that advertisements had become: 

Scenario 3-2When 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 thechances 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: