Term
| 1. How did Tradespeople attract the attention of customers especially when so few people at the time were literate? |
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Definition
o ”Barkers” were employed (by Babylonian merchants) and they shouted descriptions of newly arrived shipments
o Billboards
o Carved signs/painted shop fronts featured symbol of trade |
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Term
| What was the most single important development in the history of advertising? |
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Definition
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Term
| the period of time when the newspapers appeared in America |
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Definition
| The first newspapers were 16th century, but in America it was The Boston Newsletter in 1704. |
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Term
| The word gazette came from…? |
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Definition
| In Italy publications became known as “gazettas” because it was the same word for a coin (or the price of the pamphlet) |
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Term
| What were the first known printed ads in America? |
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Definition
3rd issue of Boston News-Letter (1704)
Two notices offered a reward, third offered real estate for sale (first paid ad in America) |
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Term
| The advertising of the Colonial period centered around what commodities? |
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Definition
Land, runaways (apprentices and slaves), transportation
Lost articles, books, and merchants’ lists of goods accounted for rest
Slaves |
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Term
| In 1765, England threw their weight around with the Stamp Act and many other taxes, what other problem affected the colonies and its advertising? |
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Definition
Most of the nation’s households made a living from farms, growing everything they needed. If farmers had a surplus they bartered in exchange for other goods. Thus, the need to advertise was very little.
Due to paper shortages (made worse by mediocre circulation and how paper was made) 18th and Early 19th century newspapers crammed more type into less space and restricted advertising. 12 point type shrunk to 6 point type |
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Term
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Definition
| - large sheet of paper with print only one one side (typically event announcements) |
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Term
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Definition
| pamphlet handed out hand-to-hand |
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Term
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Definition
| small cards usually given by clients to potential customers in social circles |
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Term
| The first government launched advertising from the United States government what for and during when? |
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Definition
First advertising campaign during the civil war
War bonds: issued by federal government to help the war effort |
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Term
| Photography was invented in |
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Definition
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Term
| When was chromolithography popular? |
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Definition
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Term
| What was the Pony express? |
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Definition
1860; fast, rapid delivery service
only lasted 18 months
telegraph invented and diminished demand for the Pony Express |
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Term
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Definition
| Newspaper costing 1 cent; reached the common man and used advertising to subsidize costs |
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Term
| penny paper and who introduced it to America? |
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Definition
| Benjamin Day issued New York Sun (1833) |
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Term
| Because of the restriction in advertising in the urban, mid 19th century papers, how did the publishers and advertisers get around it? |
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Definition
Repeated the same message over and over again
Formed type into images
Slogans |
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Term
| Who were the two New York publishing Giants to encourage advertising and helped break down the restrictive barriers? |
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Definition
| Joseph Pulitzer & William Randolph Hearst |
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Term
| Why didn’t magazines advertise and how did they make their money? |
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Definition
They believed it cheapened the quality of their publication
Many started as promotional vehicles for book publishers/promotions for other products
Started to accept paid announcements |
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Term
| The earliest known advertising agent in America |
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Definition
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Term
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Definition
1840 - gathered ads from individuals/businesses and sold them to newspapers (broker)
1856 - became full-time advertising agent |
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Term
| How did Lydia Pinkham make a breakthrough in advertising through her Vegetable Compound? |
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Definition
Sales took off when family included picture in the advertisements
first face of a product who created the product, and who is real |
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Term
| Marketing’s first success with brand-name, packaged goods was |
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Definition
Quaker Oats Oatmeal.
Packaged in jars>stigma with eating oatmeal, demand was low>transferred oats to more desirable packaging>cardboard packaging kept oats fresh>beginning of success
Manufacturers started packaging cereals, soups, cigarettes, canned vegetables, fruits, milk |
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Term
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Definition
| A name, term, design, symbol, or any other feature that identifies one’s seller, good, or service as distinct from those or other services |
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Term
| Name three brand names from the late 19th century. |
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Definition
Royal baking powder
Sapolio
Ivory soap
Kodak
Heinz
Coca-Cola |
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Term
| What was one of the first submissions to receive a trademark under the new federal trademark law of 1870? |
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Definition
| Underwood Devil, registered to William Underwood and Co (Boston) |
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Term
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Definition
| a memorable motto, or phrase used in political, commercial, religious, and other contexts as a repetitive expression of an idea or a purpose |
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Term
| Who was the first woman to work in advertising...as far back as 1867? |
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Definition
M.C. Weil
started M.C. Weil agency (NYC), previously sold space as independent broker |
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Term
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Definition
Aiming to get noticed by claiming be best/greatest/most powerful
Straightforward and fact-filled
Attention-grabbing
Uses a more direct, forceful, and overt sales message |
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Term
| Who introduced honesty into advertising? |
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Definition
John Powers; “The Powers Style”
Simple, direct language because it should be aimed towards the average man |
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Term
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Definition
Feel-good style focusing on establishing brand name (reputability of manufacturer)
Goal was to link together all-important trade-marks and symbols for brand name with favorable and memorable associations to build up desire for product
Uses a more subtle, casual, or friendly sales message |
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Term
| Name five advertising characters. |
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Definition
Aunt Jemima
Michelin Man
Mr. Peanut
Phoebe Snow
Betty Crocker |
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Term
| African American cook, Nancy Green, was hired by a company to play the role of whom? |
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Definition
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Term
| Coca-Cola and Pepsi were both drinks to cure what? |
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Definition
| Energy source & headache/exhaustion; dyspepsia/peptic ulcer pain |
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Term
| How and why was Kodak important to both advertising and photography? |
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Definition
Its slogan was “You push the button, we do the rest.”
it produced the first hand-held, ready-to-use camera that could be operated by virtually anyone |
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Term
| The major late 19th century companies |
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Definition
N.W. Ayer & Son (1869)
J. Walter Thompson (1871)
Lord & Thomas (later to be Foote, Cone & Belding) (1871)
George Batten & Co, (later BBDO)(1891)
Bates Agency (1893) |
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Term
| The last portion of the 19th century was highly illustrative in advertising . The styles in illustration were: |
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Definition
| Arts & Crafts movement and Art Nouveau |
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Term
| How did Americans change their way of living prior to World War I than they did 30 years earlier? |
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Definition
| The US became a consumer economy; people began shopping for clothes and food at stores and via secondary vendors rather than growing or crafting their own |
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Term
| How did manufacturers go from selling small quantities of good to limited markets at high prices to mass producing goods available at convenient locations at affordable prices? |
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Definition
| Because of advertising and the Industrial Revolution. Advertising helped inform people about what products were and why people wanted them, and the Industrial revolution brought factories |
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Term
| How did immigrants know of opportunities available in the U.S. when they were overseas? |
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Definition
| US advertisers branched out and targeted European cities and towns through newspapers, posters and pamphlets |
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Term
| The first two chain stores were? |
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Definition
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Term
| Who was Helen Landsdowne Rezor? |
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Definition
Copywriter and creative supervisor at J.Walter Thompson (agency was the first agency to become first full service advertising agency to create an international network*)
Believed women should write for women |
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Term
| The successful and historic “Uneeda Biscuit” campaign came from which agency? |
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Definition
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Term
| Describe the Gold Dust ads. |
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Definition
The African American Gold Dust twins (Goldie and Dustie) are cleaning various household things
Slogan is “Let the Gold Dust twins do your work.”
Sales boom
Example of racism in ads at time
Inspired by cartoon in English humor magazine Punch
Over time twins became more european |
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Term
| The Lackawanna Railroad created this character to advertise their railroad? |
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Definition
Phoebe Snow
Remained spotless/white when riding rail service
Met new crewmember in every ad |
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Term
| John E. Kennedy, along with Claude Hopkins developed a new style of advertising, what was it called and how did it work? |
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Definition
“The Preemptive Claim”
Establishes a product’s uniqueness; connection between product advertised and the audience (logical and emotional appeals)
Studies the consumer; ad should be built around a single selling point |
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Term
| How did World War I boost advertising? |
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Definition
Advertising shifted from promoting simply consumer products to war production efforts, government and national programs
Helped escape depression |
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Term
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Definition
Wages increased
More married women enter work force
40% of population earns more than $2,000 annually by 1925
5-day week
Paid vacations
50% of pop in urban areas
Price of electricity goes down for commoners
Telephones
Radio brings news & entertainment
Refrigerators
Supermarkets (piggly wiggly) |
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Term
| Who were the number one targets of advertising in this decade? 1920s |
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Definition
| Women; they were the ones doing the shopping for the family |
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Term
| What were the new styles of popular culture targeted to the female market in the 1920s? |
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Definition
| Flappers; shorter skirts and hair, heavier and more noticeable amounts of makeup worn, drinking and smoking in public is now acceptable |
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Term
| Advertisers were breaking new ground by mentioning new themes in the 1920s ads, what were these themes? |
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Definition
Melodrama
Friendly advisor
Modern Testimonial
Tabloid testimonial
Celebrity endorsement |
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Term
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Definition
ad copy talking to consumers like best friend
personalities important for fostering warmth and personal touch; does not have to be real person, can also be a fictional character |
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Term
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Definition
| hearing what others have experienced with the product |
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Term
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Definition
| using inherent drama to draw you in, and to bring up level of suspense |
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Term
| The first nationally marketed cigarette was? |
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Definition
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Term
| How did Lucky Strike cigarettes further empower women? |
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Definition
Until then advertising had supported notion that smoking was only for men
Appealed to women’s growing sense of independence
Promoted color green (color of box) so it matched women’s outfits
Celebrities endorsed product and made it “fashionable” for women
“Reach for a Lucky instead of a Sweet” |
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Term
| What were the call letters for the first radio station and where was it located? |
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Definition
| KDKA in Pittsburgh, Pennsylvania |
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Term
| The first radio station ad ran in what year and in what radio station? |
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Definition
WEAF had the first paid on-air advertising, which was real estate
1922 |
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Term
| Explain the Art Deco movement. |
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Definition
The predominant decorative art style of the 1920s and 1930s, characterized by precise and boldly delineated geometric shapes and strong colors, and used most notably in household objects and in architecture.
took influence from egyptian culture and architecture.
Important with ads for design appeal and celebrities. Egyptian royalty was trendy. |
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Term
| What was Roosevelt’s New Deal about? |
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Definition
| Creating agencies/programs to give financial aid to unemployed, put millions of people back to work, support farmers, provide loans to homeowners unable to pay their mortgages, promote industry-government cooperation, create Social Security, insure savings accounts, and place tighter regulations on Wall Street |
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Term
| Describe the ads of the “Alphabet Soup” period or the New Deal. |
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Definition
Advertising shifts back to hard sell
Federal agencies became known by letter acronyms (i.e. FDIC, NRA, etc.)
In the 30s, advertisers focused on savings.
Time of Great Depression |
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Term
| Name five slogans from the 1930s. |
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Definition
We do our part (NRA member)
Call for Phil-lip Morris (Phillip Morris Cigarettes)
Guinness is good for you (Guinness Beer)
For the smile of beauty (Ipana toothpaste)
Mellowed a hundred million years (Sinclair motor oil)
Duz… does everything (Duz soap)
Look at all three (Plymouth automobile)
Breakfast of champions (Wheaties)
It’s the real thing (Coca-Cola)
Don’t be a paleface (Coppertone suntan cream) |
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Term
| Explain Walter Chrysler’s historic ad. |
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Definition
“A new era of transportation brings function design”
Smooth and sleek; “streamline”
New car model “slips through the air” and reduced resistance to air
New car shape symbolized “modernity”
Out of most people’s grasp during depression |
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Term
| What was the rule on comparative advertising? |
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Definition
There was an informal ban on comparative advertising, but in 1932 “Chrysler dared consumers to compare its new Plymouth with Ford and Chevrolet models” despite this ban.
“Look at all three.” |
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Term
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Definition
Worked at Young and Rubicam,
Conducted research for the creative process,
Professor for advertising and journalism |
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