Download Advertising History & Development: A Decade of Recession & Creative Challenges - Prof. Luc and more Study notes Banking Law and Practice in PDF only on Docsity! 11/15/10 History and Development of Advertising Lecture Notes Today… -how advertising responds -positioning comparative ads Recap… -diversity and reform -racial/ethnic -gender -children -declining creativity Recap: 1970’s -economic recession -automobile advertising hit hard -1975: worst economic slump since the Depression -Billings did not keep pace with inflation -campaign effectiveness judged by sales figures -refocus on research -TV, magazines hit Can creativity survive? -creative boutiques became too big and cumbersome to retain their edgy style -Ex: DDB (golden child of 1960’s; perfected the emphasis on creativity) -lost the $20 million Alka-seltzer account to Wells Rich Greene -well-received, funny, but not effective “-we will be more product oriented” (mary wells) -big blow for DDB—Wells Rich Greene was a boutique agency -1971: lost $15 million in billings -lost Lever Brothers, Quaker Oats, Cracker Jack, Whirlpool Advertising Responds Given the economic recession, how did advertisers react? -return to the hard sell -“Today, thank god, we are back in business as salesman instead of pretentious entertainers. The pendulum has swung back our way—the Hopkins way.” (Ogilvy) Positioning -Positioning-that exclusive space your brand owns in the marketplace; it’s relevant and compelling to your customers, and different from your competitors. Where does brand fit into their mental model? First thing you think is what does your consumer think about your product -Jack Trout and Al Ries (individuals who discussed and fleshed out positioning) -realistic, tough, consumer-oriented approach to advertising. -NOT humorous, emotional, or aesthetic (or entertaining) Positioning -involves understanding the mind of the consumer EX Nyquil (The nighttime cough and cold medication—their position: medication you take at night) -cutting through the clutter: quick, simple, aggressive pitches -Three steps: -Name -Single selling point (like USP) -repetition -methodical approach to advertising (positioning) turned creative revolution inside out Positioning -Kinds Functional -solve problems, provide benefits Symbolic -self-image, belongingness, ego, identification Experiential -sensory or cognitive stimulation Also: Repositioning: change the identity of a brand Depositioning: change the identity of competing brand Crest: solve Tartar buildup with Tartar protection (product benefit—functional) Fiji water: appeal to a particular self-image that consumers have about themselves (symbolic) Dove chocolate: selling their chocolate as a sensual enjoyment (experiential) Repositioning: High fructose corn syrup (studies showing that it leads to obesity) so changes name to corn sugar Depositioning: comparative advertising is implicit. Comparative Advertising -had been used obliquely in the past (Sterling-Getchell: Look at All Three!) -Informal Ban: 1964: NBC allowed it 1972: other networks caved + allowed it -FTC and consumers saw it as empowering and a benefit to consumers (the more information out there, the better it is for consumers) ex: Tylenol v. Aspirin “For those of you who can’t take Aspirin, take Tylenol!” Ex: Scope v. Listerine “If you don’t want that mediciny feeling, use Scope!” Avis revived “We Try Harder!” (comparison to Hertz) -1980: ¼ ads on ABC was a comparative ad
