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ADVERTISING
Copyright © 2011 Megan Smock This book was created as a class project for Broc Sears’ publication design course at Texas Christian University.
Acknowledgements I dedicate this book to two professors who opened my eyes to the exciting world of advertising, Bill Galyean and Bill Johnson.
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ADVERTISING
A complete A-Z of influential people, businesses, taglines, and campaigns.
Megan Smock
ad路ver路tis路ing a form of communication intended to persuade an audience to purchase or take some action upon products, ideas, or services
Bill Bernbach is credited with the combined efforts of the art director and copywriter, a model that still exists in ad agencies today.
CM YK
A subtractive color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key black.
Doyle Dane Bernbach Known internationally as DDB, is one of the world’s largest advertising holding companies. It was started by Bill Bernbach, Ned Doyle, and Mac Dane. Their campaigns for Volkswagen throughout the 1950s and 1960s were said to have revolutionized advertising.
e-advertising A form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering messages to attract customers.
Founded the first U.S. ad agency in 1869. He changed the business by implementing the open contract, which allowed an agency to work exclusively for a client. Created slogans, including “When it rains, it pours” for Morton Salt and “A Diamond is Forever” for DeBeers.
F. Wayland Ayer
Goodby, Silverstein & Partners An advertising agency located in San Francisco and Detroit. The agency was founded in 1983 by Jeff Goodby, Andy Berlin and Rich Silverstein. Widely-recognized campaigns include “got milk?” for the California Fluid Milk Processors Board and Sprint’s “Now Network.”
headline Grabs the attention much like a newspaper’s headline. Designed to be the first copy the potential customer reads. In order to be effective, it must draw the reader to the ad.
Apple has used a variety of ad campaigns to promote the iPod. The more notable commercials and print advertising feature dark sillhouetted characters against bright-colored backgrounds.
iPod
J. Walter Thompson The namesake of the JWT advertising agency and a pioneer of many advertising techniques. Formed the first known creative department in an advertising agency. He is credited as the “father of modern magazine advertising� in the U.S.
Kellogg’s “Snap! Crackle! and Pop!” Created in the early 1930s by Leo Burnett Advertising.
Leo Burnett Advertising executive known for creating the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, the Pillsbury Doughboy, and Tony the Tiger.
Mmm. Mmm. Good!
One of the most famous and recognized slogans in advertising history. It was created in 1988 by Wieden and Kennedy when Dan Wieden, speaking of Nike’s can-do attitude said, “You Nike guys, you just do it.”
David Ogilvy Has often been called “The Father of Advertising.” He placed emphasis on the big idea. One of his most notable campaigns was “Only Dove is one-quarter moisturizing cream.” This campaign helped Dove become the top selling soap in the U.S.
promotion One of the four elements of the marketing mix. It is the communication link between buyers and sellers.
“Yo Quiero Taco Bell!” Advertising catch-phrase used by Gidget “The Taco Bell chihuahua.” It was developed in 1997 by TBWA and used by Taco Bell.
Rosser Reeves Hugely successful advertising executive and pioneer of television advertising. His ads were focused around the unique selling proposition. Some of his slogans still exist today, such as M&M’s “melt in your mouth, not in your hand.”
Known for the high-profile advertisements that air during its television broadcast. The broadcase typically reaches nearly 90 million viewers. Prices for advertising space can typically cost millions of dollars.
Super Bowl
The Richards Group The largest independently owned agency in the country. The Richards Group reports annual billings approaching $1.25 billion. Memorable work includes the Chick-Fil-A Cows and the dialogue-free Corona Beer TV commercials.
National personification of the American government originally used during the War of 1812. The well-known “recruitment� image was created by James Montgomery Flagg.
Uncle Sam
viral advertising Refers to marketing techniques that use social networks to produce increases in brand awareness through self-replication viral processes.
An independent advertising agency best known for its work for Nike. It was founded by Dan Wieden and David Kennedy. Became famous with its iconic work for Nike, including the tagline “Just Do It.�
Wieden+Kennedy
eXpose your customers In order for an advertisement to be successful, a distince target market must be identified.
Allstate’s popular slogan “You’re in Good Hands With Allstate” was created in the 1950’s. A sales manager that worked for Sears created the slogan, believing that the slogan conveyed Allstate’s commitment to its customers.
Zoom-Zoom Since 2000, Mazda has used the phrase “Zoom-Zoom” to describe what it calls the “emotion of motion.” The ZoomZoom campaign has been accompanied by the “Zoom Zoom Zoom” song in many television and radio advertisements.
Index B www.180360720.no/index.php D adbrio.files.wordpress.com F theblindcook.com G eladerezo.com I macamour.com K hubimg.com L wetzelbrothers.com, asapblogs.typepad.com, hubimg.com M ticklethewire.com N static.desktopnexus.com O hamlethamster.files.wordpress.com Q creatwoodpr.com T 4.bp.blogspot.com Y iml.jou.ufl.edu