Chapter 1

He's still stressing that we get the book
Anticipate a pop quiz tuesday
He goes VERY fast, (#) represents that I have missing information.

[Finishing Introduction Notes]

Kinds of Brands:
- Packaged Goods [CPG Consumer Packaged Good) in set packages. [Proctor & Gamble leader in this]
- Durable Goods
- Services [American Express, Travelocity]
- Retailers [Walgreens]
- Organizations [Girl Scouts]
- Entertainment Brands [Spiderman, ESPN]
- Others [Virgin]

Three Key Concepts:
+ Information
- A major change in our economy (Powershift, book)
- A major change in how we work (Knowledge Workers)
+ Ideas
- The Economic Power of Ideas
- Advertising is about Ideas
+ The Challenge of Change
- Ideas can change the game.
- Faster than ever
- Ideas can also destroy
- "Creative Destruction"
- The Speed of Change, Yes it's moving faster
- Think what that means for your Education
- Think of what it means for your career

How Brands manage change: (P.I.E.)
- Planning
- Implementation
- Evaluation

You & Your Career
Right now, you're "job shopping"
This book ends with a Marketing Plan for "The Brand Called You"
Understand yourself as a product, your market, & increase your market value.

(end of introduction)
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-

Chapter One: From Advertising to Marketing

2 Key Concepts:
- The Power of Ideas
+ Creation & "Creative Destruction"
- Government Supports Business
+ Benjamin Franklin (Printer, "Idea Person"
+ ###

4 Foundations of Advertising
- Mass Produced Goods
- Mass Communication
- Mass Distribution [get them at your local store]
- Mass Education

Early Media Advertising
- Signs/Signage
- Newspapers/Posters
early advertisers:
- Dept Stores
- Mail Order [Sears]
- Patent Medicines

3 Very Big Ideas:
- Big Product Idea (King Gillette)
Why was it a big idea? He realized that the business to be in, is where the item needed to be replenished. The holder lasts, but you need a new blade. Get people to buy something that they could hang on to, but had to keep replinishing. Make a product that must be re-purchased.

Big Media Idea
J. Walter Thompson
- Sell ad Space in magazines
- Pocket a commission
- JTW becomes key agency
- Magazines become a national ad medium

Cyrus Curtis
Have agencies sell ad space in your magazines for you
Only agencies can pocket a commission (clients can't)
Curtis publishing becomes big & the ad agency business is established!

Early Brands
- Soaps [Ivery, It Floats] differentiation
- Soft Drinks [Coca-Cola]
- Cereals
- Cigarettes [Camel]

Ad Evolution 1900-1920
The "Age of Lasker"
Lasker hears a big idea...
John E. Kennedy "Advertising is salesmanship in print."
Early "Reason Why"

Claude Hopkins "Scientific Advertising" [father of giving people documented evidences for choosing particular products]
Hopkin' "pre-emption"
Baked Beans, Cereal, Shaving Cream, Orange Juice
Note: when products are new, advertising about those products can be very interesting

Lasker's Contributions:
Harding's Landsldie
Other Key Concepts
- Baseball's organiztion, Air Power of WWII, and more
The "Idea" of Advertising

Early "Pull" Advertising
-Elmo Calkins & "Phoebe Show"

Consumers WANT to pull the product.
Creating a desire in the consumer.

Push, advertisers push their product


JTW's Creative / Business Team:
Helen Resor (HS Valedictorian, etc)
###

National Agencies Emerge
- NW Ayer "& Son"
- J.Walter Thompson
- Lord & Thomas (Lasker's agency)
- BBDO
- Still print advertising media only: newspaper, magazines, billboards

Pull vs Push
PULL
-Imagery and 'word magic"
Works best when times are good

PUSH
###
Works best when times are tought


Ad Evolution 1930 - 1947: Golden Age of Radio
New Media Emerges
First FREE Ad Medium
Hard Sell for Hard Times

Ray Rubicam (Young & Rubicam)
- Creative Control of Advertising
- Using Research w. George Gallup
- Writer/Art Director Team - New Standard
- Ethical Behavior
- First Modern Agency

The Consumer Movement
### will not be tested on these anyways

Advertising goes to War!
War Advertising Council
Part of Social Change: women in work force
Image Advertising (product shortages)

Dynamic Agency Growth
Pent-up consumer demand explodes!
International expansion
Increased services (marketing)
Two Visionaries
Alex Osborn "Brainstorming"
Marion Harper ###

A Media Revoluton - Television!
- Increased post-war consumpiton
- Increased ad spending (up 300%)
- Increased agency size
- The "Modern" age begins...

Rosser Reeves & The "USP"
Unique Selling Proposition [what is different about us, that I have to propose to the public. why are we better?]
Repeat, repeat, repeat!!!

"Melts in your mouth, not in your hands" **
"Build strong bodies 12 ways."
"Cleans your breath while it cleans your teeth"
"Fast, Fast, Fast Relief." [ehh, not as good]


note cards - not my work, but should be helpful :)
http://www.studyblue.com/notes/b/advertising-and-the-business-of-brands/11838/0