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16 Cards in this Set
- Front
- Back
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claude hopkins
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identify audience and then write to that one person, place, etc. first great copywriter
invented pre-emption advocated image advertising |
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john caples
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strong, benefit-oriented copy
strong call to action, using "you" |
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david ogilvy
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expanded on the idea of writing to one person
humor, bold attention-getting headline |
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the 60's
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creative revolution, better technology. greater familiarity with the possibilities of tv. color. location shooting rather than studio. rebellious, creative
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leo burnett
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long-running easily approachable campaigns, strong memorable imagery w/ unifying theme
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bill bernbach
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funny, classic, didn't talk down. did not want ads to nag, but entertain and appeal to audience
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techniques used in 60's
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redefine the problem
dramatize visually look into today's world understand the customer |
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ray rubicam
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Young & Rubucam = first modern agency in its greater reliance on research.
adv. has a responsibility to be a positive contributor to society |
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the 80's
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increasingly non-verbal, visually-oriented society b/c of tv and all media, busier lifestyle
emotional response to visual & auditory |
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changes in 80's that reshaped adv
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marketplace - products have matured, sales flat, competition grew. must find new way to excite. harder to reach consumers and get them to switch brands
media - more choices, higher prices, more clutter consumers - more sophisticated, demanding, cynical. harder to sell people; they tuned ads out |
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other important influences and trends
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rock video
technology celebrity (real + created) |
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90's
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new technology, more ads, combination of mediums being used, need for creatives who can think and communicate, more daring concepts
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Howard Gossage
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came up with integrated marketing communications
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3 true things about the 90's
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1) familiarity of formats
2) leveraged forces in marketplace 3) broke through "4th wall" shared consciousness of audience **beginning of brand age and growth of brand awareness |
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3 keys to advertising success after 1990
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1) integrated thinking (think of all goals, all audience segments, all obstacles, and create a plan based off of these things)
2) smart choices (choose from a # of choices... make ones that connect with those most likely to buy) 3) persuasive comm. (learn all you can about your audience and then write in their language) |
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4 a's of advertising
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attention
awareness attitude action |
