Principles of Advertising Reading Notes.docx - Principles...

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Principles of Advertising Reading Notes09/22/2013°The Origins of Advertising°°- Advertising is a crucial piece in what Opie describes as ‘the jigsaw of consumer behavior, you have to put it into historical context to see why its important°°- Advertising has been around for as long as there have been goods to sell and a medium to talk them up°°- The first advertising agent was probably one William Tayler, who opened an office in London’s Warwick Square in 1786the firm became known as Tayler & Newton°°An Industry Takes Shape°°- Most history of Advertising started in the mid 19thcentury°°- Advertising got into its stride with the industrial revolution—aided andabetted by the rise of the newspaper as a mass medium°°- Advances in technology meant consumer goods could be produced and packaged on a previously undreamed-of scale °°- In order to blaze the names and virtues of their products into the memories of consumers, they branded their goods and began to advertise them °°- Thomas J. Barrett: worked for A&F and was first to secure a celebrity endorsement for advertisingHe convinced the popular artist Sir John Everett Millais to paint a young boy gazing at rising soap bubbles and have pears’ soap in the painting
Bubbles became one of the earliest advertising icons, and set the tone for a highly successful campaign°°- Advertising boots sales dramatically for manufactures °°- Lithography: allows for richer colours and larger print-runs to produce groundbreaking posters°°- Among the earliest goods advertised on a national scale in the UnitedStates were ‘patent medicines’familiar today via a stock character in Westerns movies°°Early Advertising Agencies°°- The earliest advertising agents worked for newspapers rather than advertisers—acting as intermediaries—they had nothing to do with creating ads°°- George P. Rowell: came out with the first media directorya guide to more than 5,000 newspapers across America, including their circulations and advertising rates°°- Francis Wayland Ayer: founder of N.W. Ayer & SonAyer brought transparency to the business of buying and selling space, charging advertisers a fixed commission of 12.5 per cent°°- John E. Powers: described as ‘the father of creative advertising’°°- Charles Austin Bates: becoming the first professional advertising critic
Establishing a weekly column in the trade journal Printer’s Inkbates was a crucial figure in the history of advertising, as his agencybecame a cradle of creativity °°- Earnest Elmo Calkins: started out as a copywriter, helped take advertising design away from the client and into the agencyCame to the conclusion that fancy copy was no longer enough: consumers needed to be assailed by visuals that stopped them in their tracks °°Arrow to the Future°°- In the beginning of the 20thcentury a new generation of illustrators working on a commercial basis began to emergefor the first time advertising was to have a major impact on popular culture°°- Joseph Christian Leyendecker

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Term
Fall
Professor
NoProfessor
Tags
Advertising, Test, The Land, Advertising agency, Leo Burnett, David Ogilvy, Ogilvy Mather, Claude E Hopkins

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