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The national biscuit company created a new cracker

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The National Biscuit Company created a new cracker and NW Ayer and Son agency suggested “Uneeda”, like You- need-a biscuit. Listerine Advertising Campaign: Used scare copy and reason why, whisper copy to address a social “problem” of the time- “halitosis” or bad breath. In the 1920s had a campaign about “always a bridesmaid, never a bride”- that bad breath was something that is keeping potential mates away, even if you had everything else going for you. Edward Bok: An influential editor for the Ladies Home Journal. Thought that advertising was an essential tool to sell magazines, and incorporated it into the magazine. He was editor from late 19 th century to the early 20 th century. Walter Dill Scott: Wrote the “Psychology of Advertising” with Sigmund Freud and Carl Jung. Talked about a big weakness of reason-why advertising. The problem according to him was that reason why advertising only described the product, and not the pleasures that the product will give the consumer, which would work so much better. Committee on Public Information: During WW1, headed by George Creel. A campaign to manipulate the public into helping out with the war effort. The Uncle Sam “I Want You” poster was part of this campaign. Benjamin Franklin: One of the first “ad men” His Pennsylvania Gazette was the first paper in the colonies that used illustrations along with the advertisements to grab attention. He had a magazine that was the first in the colonies and he used advertising chiefly in that one as well. Associated Negro Press: Started in the early 1920s by Claude Barnett. He envisioned it as an info clearinghouse to deliver news items about African- Americans to member newspapers around the country. But newspapers did not want to pay the fee to be a member. So the deal was the if there was extra white space in newspapers, that is how the ANP would be compensated. Ran like an advertising agency. Bruce Barton: Started an ad agency. Went along with MacManus’ soft sell atmospheric approach. Barton Durstine and Osborne- late 1920s. Consumers were encourage to buy the “right” bread, the “right” vacuum, and the “right” car. Looking and smelling right- aimed at women. George Washington Hill: Worked for the American Tobacco Company in North Carolina. Created a sweeter tobacco product. Turned women to cigarettes.
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Ladies Home Journal: The magazine started by Curtis, and he let his wife edit a column. The magazine was targeted at middle class women, who were the purchasers in their family. The magazine only accepted the best advertising onto their pages, and a lot of the ads had to be reworked. They never accepted ads for patent medication. This started the reform movement. Different illustrations of the cover each month to attract attention.1903- circulation reached 1 million.
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