Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

ADV > exam 1 > Flashcards

exam 1 Flashcards

1
Q

-Founded in Chicago by John Johnson in 1945 -portrayed black life, reputed stereotypes, and inspired readers

A

Ebony Magazine

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
1
Q

-chief copywriter of Lord & Thomas -1900s -“salesman in print” -reason-why advertising

A

John E. Kennedy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
1
Q

-There was more of a need to transport products & items state-wide, and nationally -ability to make things & distribute things was the driving force

A

Transportation Revolution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
1
Q

1

William B. Ziff

A

-founded publishing company in 1920 -published “the negro market” that described black consumers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

-shaped the image of female consumers in national advertising -scientific approach- market/consumer research to understand women’s habits, in order to speak to target them -Odorono deodorant ads— played up women’s insecurities of social disgrace (being musty) -Woodbury’s soup- “the skin you love to touch” -1920s

A

J.W.T. Women’s Editorial Department

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

-popular musical variety radio show featuring ginger ale -At this time advertising was not allowing on radio broadcasts— so brand integration took place. Band members wore eskimo outfits when performing and dogs were a part of the theme -1923

A

Cliquot Club Eskimos

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

1

Arthur Kallet

A

-Co-author of 100,000,000 Guinea Pigs -1933

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

1

Henry J. Heinz

A

-first to do trade cards -slogan “57 varieties” -did a lot of booth/outdoor advertising and distributed pickle paraphernalia -was known for good quality of products and fair treatment of employees 1860s- 1900s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

1

Paul K. Edwards

A

-published the book “the southern urban negro as a consumer” —most detailed examination of black consumers available -1930s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

1

George P. Rowell

A

-one of the 1st advertising agents -1860s -1st to set out to make a living off of it. -In the early years they did not sell advertising, they just sold ad space.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

-parents should not be neglecting children

A

Parable of the Unraised Hand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

-experimental marketing campaign by Barnett and Edwards -Black people went around and demonstrated Rumford products to potential black consumers and increased their purchasing

A

Rumford Baking Company Experiment

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

1

100,000,000 Guinea Pigs

A

-Book written by Arthur Kallet and F.J. Schlink -inform consumers they are being used like guinea pigs bc the producers of food and patent medicines are administering unsafe products contradictory to claims -1933

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

1

J. Stirling Getchell

A

-first to use photos in advertising -started his own agency in 1931 -Chrysler line, “Look at all three” which was the beginning of addressing competitors in ads -1930s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

-Consumer-run parody magazine making fun of advertisements and their false claims -1931

A

Ballyhoo Magazine

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

-editor of the Ladies Home Journal, Pulitzer Prize winning author -1890s-1920s -believed that advertising was the one tool to sell magazines

A

Edward Bok

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

-Invented the Kodak camera slogan: “You press the button, we do the rest” positioned photography as something everybody could do -1888

A

George Eastman

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

1

Raymond Rubicam

A

-Founded Y&R agency with James Orr Young in 1923— emphasis on copywriting and art instead of business -created “Little Albie” to sell grap-nuts cereal -created comic strips known as an: “advertising statesman” -1920s-1930s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

1

Dr. Walter Dill Scott

A

-professor -1900s -“The Psychology of Advertising “ -pointed out weakness in reason-why copy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q
A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

1

James Webb Young

A

-Key leader of JWT agency -copywriter for Odorono deodorant campaign

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

1

Negro Radio

A

-first black radio programs, were limited to prominent local region -didn’t experience growth until after WWII -1920s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

1

Rosie the Riveter

A

-painted by Rockwell -represented the millions of American women who worked in factories during World War II -in war propaganda to get more women into the work force to replace the men fighting in WWII’s jobs -1940s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

1

John E. Kennedy

A

-chief copywriter of Lord & Thomas -1900s -“salesman in print” -reason-why advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

-“Somewhere West of Laramie” -used vivid & colorful copy- a style new to car industry typically used to sell fashion, and jewelry. very well received

A

Jordan Motor Car Company Campaign (1920s)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

1

Ballyhoo Magazine

A

-Consumer-run parody magazine making fun of advertisements and their false claims -1931

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

1

Volney Palmer

A

-first advertising agent -worked for newspapers and persuaded companies to buy space -1840s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

-pioneer in retail advertising— progressed from writing women newspaper articles to ad copy -in 1928 worked as head fashion copywriter for Macy’s & coined the phrase “it’s smart to be thrifty” -worked at Macy’s, Gimbel’s, and Wanamaker’s

A

Bernice Fitz-Gibbon

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

1

Parable of the First Impression

A

-stressed the importance of appearance in society -These ads advised consumers to avoid body odor, bad breath, ect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

-Chairman/CEO of General Motors -Started market strategy—targeted all people & appealed to every income & lifestyle -created planned obsolescence -1920s-1950s

A

Alfred Sloane

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

-Journalist and publisher— founded the Associated Negro Press -Fought against segregation in the military

A

Claude Barnett

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

1

John Johnson

A

-Founded Johnson Publishing Company & Ebony Magazine

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

written by Louisa Knapp Curtis, wife of the magazine’s publisher 1880s -depended on middle class readers ready to buy consumer goods appropriately advertised reached average woman in terms of content and price

A

Ladies Home Journal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

1

Committee on Public Information

A

-federal committee that helped shape public opinion, fostered wartime patriotism, and informed citizens of how they could help in the war -1910s -colorful eye-grabbing visual communication -keep it simple

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

1

Ladies Home Journal

A

written by Louisa Knapp Curtis, wife of the magazine’s publisher 1880s -depended on middle class readers ready to buy consumer goods appropriately advertised reached average woman in terms of content and price

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

1

Bruce Barton

A

-advertising executive at BBDO, author, & politician -Created the character of Betty Crocker -1920

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

1

Gold Dust Washing Powder Campaign

A

-“Gold Dust Twins” -Racist cartoonish black trademark of twin boys washing dishes— slogan “let the twins do your work” -1890s - 1950s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

-Albert Lasker made the radio sitcom show a promotional vehicle— Pepsodent toothpaste -1920s-1950s

A

Amos ’n’ Andy Show

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

1

Edward Bok

A

-editor of the Ladies Home Journal, Pulitzer Prize winning author -1890s-1920s -believed that advertising was the one tool to sell magazines

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

1

Reason-why Advertising

A

-hard-sell advertising -Albert Lasker, John E Kennedy, Claude Hopkins -1900s -sales strategies designed to overcome resistance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

-Co-author of 100,000,000 Guinea Pigs -1933

A

Arthur Kallet

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

-Co-founder of Sears, Roebuck and Company & sold his part of the company to Richard Sears -President of Emerson Typewriter Company from 1909-1924 -invented improved typewriter called the “Woodstock”

A

Alvah Curtis Roebuck

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

1

Parable of the Democracy of Goods

A

-an advertising tactic that stressed the fact that middle class consumers could live like the wealthy by purchasing products that were typically only available to the upper class — aimed to make people feel like they were sharing an experience with the wealthy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

-professor -1900s -“The Psychology of Advertising “ -pointed out weakness in reason-why copy

A

Dr. Walter Dill Scott

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

1

Francis Wayland Ayer

A

-first to do an “open contract”, setting his commission at a set percentage -founded his own agency, N. W. Ayer & Son -1860s

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

1

Phoebe Snow

A
  • a fictional character created by Earnest Elmo Calkins to promote Lackawanna Railroad. -Most train rides left passengers dirty so the advertisements showed her in white clothing traveling, to reinforce that you can ride and not get dirty
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

-federal committee that helped shape public opinion, fostered wartime patriotism, and informed citizens of how they could help in the war -1910s -colorful eye-grabbing visual communication -keep it simple

A

Committee on Public Information

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

1

Cliquot Club Eskimos

A

-popular musical variety radio show featuring ginger ale -At this time advertising was not allowing on radio broadcasts— so brand integration took place. Band members wore eskimo outfits when performing and dogs were a part of the theme -1923

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

1

F.J. Schlink

A

-He co-author of 100,000,000 Guinea Pigs & cofounded the watchdog group for consumer research

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q
A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
36
Q

1

Parable of Civilization Redeemed

A

proclaimed victories over threats to health and beauty — cure to gaining weight

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
37
Q

-an advertising tactic that stressed the fact that middle class consumers could live like the wealthy by purchasing products that were typically only available to the upper class — aimed to make people feel like they were sharing an experience with the wealthy

A

Parable of the Democracy of Goods

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
39
Q

-pharmacist who invented Coca-Cola in 1880s -created it to cure addiction to morphine addiction

A

John S. Pemberton

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
40
Q

-Sears’ first business partner. -1890s -established “satisfaction guaranteed on your money back” -Fund for African-American children -RFD — rural free delivery.

A

Julius Rosenwald

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
42
Q

-Created by Rowell -gave agencies estimated value of media space -1800s

A

Printer’s Ink

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
43
Q

1

Claude Barnett

A

-Journalist and publisher— founded the Associated Negro Press -Fought against segregation in the military

44
Q

1

Parable of the Captivated Child

A

kids are like sponges to the media so mothers must be loving and manipulative

45
Q

1

J.W.T. Women’s Editorial Department

A

-shaped the image of female consumers in national advertising -scientific approach- market/consumer research to understand women’s habits, in order to speak to target them -Odorono deodorant ads— played up women’s insecurities of social disgrace (being musty) -Woodbury’s soup- “the skin you love to touch” -1920s

47
Q

1

George Eastman

A

-Invented the Kodak camera slogan: “You press the button, we do the rest” positioned photography as something everybody could do -1888

48
Q

-co-owner of “Calkins and Holden” -created first full-service agency -1902

A

Ralph Holden

49
Q

-created by Theodore MacManus -no illustrations, no mechanical details, no mention of automobiles -set out to reclaim Cadillac’s aura of reliability and high quality rather than seeking fast sales -readers admired and identified with the message

A

The Penalty of Leadership” Campaign (Cadillac)

50
Q

-Founded Y&R agency with James Orr Young in 1923— emphasis on copywriting and art instead of business -created “Little Albie” to sell grap-nuts cereal -created comic strips known as an: “advertising statesman” -1920s-1930s

A

Raymond Rubicam

50
Q

1

Planned Obsolescence

A

-designing a product with a limited useful life, so it will become unfashionable or no longer functional after a certain period of time & boosts long-term sales

52
Q

1

Jordan Motor Car Company Campaign (1920s)

A

-“Somewhere West of Laramie” -used vivid & colorful copy- a style new to car industry typically used to sell fashion, and jewelry. very well received

53
Q

-hired by Lasker after Kennedy; one of the most influential copywriters in advertising -1900s -hard sell-simplicity and force -Scientific Advertising -ads should be built around single selling point -created “preemptive claim”

A

Claude Hopkins

54
Q

1

Charles Austin Bates

A

-copywriter who created his own copywriting business advertising agency -1890s -Company took a hit for investing in patent medicine. Hired Earnest Elmo Calkins as a copywriter

55
Q

1

John Powers

A

-highly influential American copywriter. -1880s -The world’s first full-time copywriter, he worked for the department stores Lord & Taylor and Wanamaker’s

56
Q

1

Office of War Information

A

-began publicizing government sponsored war messages about, military, recruiting, ext -very constant messaging — through radio, cartoons, public speakers

57
Q

-first to do trade cards -slogan “57 varieties” -did a lot of booth/outdoor advertising and distributed pickle paraphernalia -was known for good quality of products and fair treatment of employees 1860s- 1900s

A

Henry J. Heinz

58
Q

-ad maker of the agency MacManus, John and Adams Inc. copywriter. -“atmospheric”/impressionistic soft-sell style - 1910s -created famous cadillac motor corporation ad

A

Theodore MacManus

60
Q

-behavioral psychologist - worked for JWT agency to help advertisements become more scientific -must appeal to human drives (love, fear, rage) bc people could not choose their cigarette of choice just based on taste. his findings weren’t applied to advertising until 1950s

A

John B. Watson

61
Q

-first to use photos in advertising -started his own agency in 1931 -Chrysler line, “Look at all three” which was the beginning of addressing competitors in ads -1930s

A

J. Stirling Getchell

62
Q

-Founded Johnson Publishing Company & Ebony Magazine

A

John Johnson

62
Q

1

Alfred Sloane

A

-Chairman/CEO of General Motors -Started market strategy—targeted all people & appealed to every income & lifestyle -created planned obsolescence -1920s-1950s

64
Q

1

John B. Watson

A

-behavioral psychologist - worked for JWT agency to help advertisements become more scientific -must appeal to human drives (love, fear, rage) bc people could not choose their cigarette of choice just based on taste. his findings weren’t applied to advertising until 1950s

65
Q

-founder of Pennsylvania Gazette -1720s -created first known illustrations to appear in an American newspaper ad

A

Benjamin Franklin

66
Q

-one of the 1st advertising agents -1860s -1st to set out to make a living off of it. -In the early years they did not sell advertising, they just sold ad space.

A

George P. Rowell

67
Q

-invented by General Mills in 1921 -created model for sponsors to combine instruction with promotion of products in print and advertising -Radio and TV programs appeared in 1924

A

Betty Crocker

68
Q

-founded publishing company in 1920 -published “the negro market” that described black consumers

A

William B. Ziff

70
Q
  • a fictional character created by Earnest Elmo Calkins to promote Lackawanna Railroad. -Most train rides left passengers dirty so the advertisements showed her in white clothing traveling, to reinforce that you can ride and not get dirty
A

Phoebe Snow

71
Q

1

Earnest Elmo Calkins:

A

-advertising executive who pioneered the use of art in advertising -1990s -wrote the first textbook about contemporary advertising, “Modern Advertising”

72
Q

1

Alvah Curtis Roebuck

A

-Co-founder of Sears, Roebuck and Company & sold his part of the company to Richard Sears -President of Emerson Typewriter Company from 1909-1924 -invented improved typewriter called the “Woodstock”

73
Q

1

Amos ’n’ Andy Show

A

-Albert Lasker made the radio sitcom show a promotional vehicle— Pepsodent toothpaste -1920s-1950s

74
Q

-copywriter who created his own copywriting business advertising agency -1890s -Company took a hit for investing in patent medicine. Hired Earnest Elmo Calkins as a copywriter

A

Charles Austin Bates

76
Q

1

Ebony Magazine

A

-Founded in Chicago by John Johnson in 1945 -portrayed black life, reputed stereotypes, and inspired readers

76
Q

1

Transportation Revolution

A

-There was more of a need to transport products & items state-wide, and nationally -ability to make things & distribute things was the driving force

78
Q

-painted by Rockwell -represented the millions of American women who worked in factories during World War II -in war propaganda to get more women into the work force to replace the men fighting in WWII’s jobs -1940s

A

Rosie the Riveter

79
Q

1

George Washington Hill

A

-owner of American Tobacco Company -1910 -Lucky Strike cigarettes hired Albert Lasker to begin targeting women consumers

81
Q

1

The Penalty of Leadership” Campaign (Cadillac)

A

-created by Theodore MacManus -no illustrations, no mechanical details, no mention of automobiles -set out to reclaim Cadillac’s aura of reliability and high quality rather than seeking fast sales -readers admired and identified with the message

82
Q

-owner of American Tobacco Company -1910 -Lucky Strike cigarettes hired Albert Lasker to begin targeting women consumers

A

George Washington Hill

84
Q

kids are like sponges to the media so mothers must be loving and manipulative

A

Parable of the Captivated Child

85
Q

1

Aunt Jemima

A

-Reinforced stereotype that black women were only capable of remedial jobs (cook) -Hired Nancy Green, a black cook, to travel to fairs and cook pancakes -1890s

86
Q

1

Soap Operas

A


-daily radio stories for housewives to be entertained founded by the Blackett-Sample-Hummert agency in Chicago in 1932 -created greatest sponsor identification for Oxydol detergent by character- Oxydol’s own Ma Perkins

87
Q

1

Claude Hopkins

A

-hired by Lasker after Kennedy; one of the most influential copywriters in advertising -1900s -hard sell-simplicity and force -Scientific Advertising -ads should be built around single selling point -created “preemptive claim”

88
Q

1

Listerine Advertising Campaign

A

-positioned it as a cure to halitosis(bad breath) -1900s “Halitosis makes you unpopular” “often a bridesmaid, never a bride” campaign by Women’s editorial department

90
Q

-Key leader of JWT agency -copywriter for Odorono deodorant campaign

A

James Webb Young

91
Q

-Henry Parson Crowell— did rebranding -marketings first successful brand-name, make generic product popular -nationally recognized trade character -ads ran in newspapers, magazines, signs, billboards, store displays, ext -1888

A

Quaker Oats

93
Q

-led JWT agency and collaborated with his wife Helen and made the agency a leading agency -1910s-1950s

A

Stanley Resor

94
Q

-positioned it as a cure to halitosis(bad breath) -1900s “Halitosis makes you unpopular” “often a bridesmaid, never a bride” campaign by Women’s editorial department

A

Listerine Advertising Campaign

95
Q

1

Industrial Revolution

A

-new technologies rapidly shaped the processes of production, transportation, and communication -cost people less to buy products rather than making them early 1800s

96
Q

-hard-sell advertising -Albert Lasker, John E Kennedy, Claude Hopkins -1900s -sales strategies designed to overcome resistance

A

Reason-why Advertising

97
Q

-co-author of Your Money’s worth -him and Schlink suggested the federal government test goods so consumers could make informed decisions

A

Stuart Chase

98
Q

1

Parable of the Unraised Hand

A

-parents should not be neglecting children

99
Q

1

Stanley Resor

A

-led JWT agency and collaborated with his wife Helen and made the agency a leading agency -1910s-1950s

100
Q

-stressed the importance of appearance in society -These ads advised consumers to avoid body odor, bad breath, ect

A

Parable of the First Impression

101
Q

1

Betty Crocker

A

-invented by General Mills in 1921 -created model for sponsors to combine instruction with promotion of products in print and advertising -Radio and TV programs appeared in 1924

102
Q

proclaimed victories over threats to health and beauty — cure to gaining weight

A

Parable of Civilization Redeemed

103
Q

1

Theodore MacManus

A

-ad maker of the agency MacManus, John and Adams Inc. copywriter. -“atmospheric”/impressionistic soft-sell style - 1910s -created famous cadillac motor corporation ad

105
Q

-“Gold Dust Twins” -Racist cartoonish black trademark of twin boys washing dishes— slogan “let the twins do your work” -1890s - 1950s

A

Gold Dust Washing Powder Campaign

106
Q

-medical doctor who created Corn Flakes -Kellogg Company -1900s

A

Dr. John Harvey Kellogg

108
Q

1

John S. Pemberton

A

-pharmacist who invented Coca-Cola in 1880s -created it to cure addiction to morphine addiction

109
Q

1

War Advertising Council

A

-volunteers from agencies created campaigns for WWII -created campaigns: smokey the bear, every litter bit hurts

110
Q

1

Julius Rosenwald

A

-Sears’ first business partner. -1890s -established “satisfaction guaranteed on your money back” -Fund for African-American children -RFD — rural free delivery.

111
Q

-Book written by Arthur Kallet and F.J. Schlink -inform consumers they are being used like guinea pigs bc the producers of food and patent medicines are administering unsafe products contradictory to claims -1933

A

100,000,000 Guinea Pigs

113
Q

-new technologies rapidly shaped the processes of production, transportation, and communication -cost people less to buy products rather than making them early 1800s

A

Industrial Revolution

114
Q

1

Rumford Baking Company Experiment

A

-experimental marketing campaign by Barnett and Edwards -Black people went around and demonstrated Rumford products to potential black consumers and increased their purchasing

115
Q

1

Printer’s Ink

A

-Created by Rowell -gave agencies estimated value of media space -1800s

116
Q

1

Ralph Holden

A

-co-owner of “Calkins and Holden” -created first full-service agency -1902

117
Q

-volunteers from agencies created campaigns for WWII -created campaigns: smokey the bear, every litter bit hurts

A

War Advertising Council

118
Q

-news agency established in Chicago by Claude Barnett -provided members majority of black newspapers and a weekly packet with content relevant to African-Americans -1919-1964

A

Associated Negro Press


119
Q

-began publicizing government sponsored war messages about, military, recruiting, ext -very constant messaging — through radio, cartoons, public speakers

A

Office of War Information

120
Q

-designing a product with a limited useful life, so it will become unfashionable or no longer functional after a certain period of time & boosts long-term sales

A

Planned Obsolescence

121
Q

-first advertising agent -worked for newspapers and persuaded companies to buy space -1840s

A

Volney Palmer

122
Q

-He co-author of 100,000,000 Guinea Pigs & cofounded the watchdog group for consumer research

A

F.J. Schlink

123
Q

-highly influential American copywriter. -1880s -The world’s first full-time copywriter, he worked for the department stores Lord & Taylor and Wanamaker’s

A

John Powers

124
Q

-published the book “the southern urban negro as a consumer” —most detailed examination of black consumers available -1930s

A

Paul K. Edwards

125
Q

1

Bernice Fitz-Gibbon

A

-pioneer in retail advertising— progressed from writing women newspaper articles to ad copy -in 1928 worked as head fashion copywriter for Macy’s & coined the phrase “it’s smart to be thrifty” -worked at Macy’s, Gimbel’s, and Wanamaker’s

126
Q

1

Associated Negro Press


A

-news agency established in Chicago by Claude Barnett -provided members majority of black newspapers and a weekly packet with content relevant to African-Americans -1919-1964

127
Q

-first black radio programs, were limited to prominent local region -didn’t experience growth until after WWII -1920s

A

Negro Radio

128
Q

-first to do an “open contract”, setting his commission at a set percentage -founded his own agency, N. W. Ayer & Son -1860s

A

Francis Wayland Ayer

129
Q

-advertising executive at BBDO, author, & politician -Created the character of Betty Crocker -1920

A

Bruce Barton

130
Q

-advertising executive who pioneered the use of art in advertising -1990s -wrote the first textbook about contemporary advertising, “Modern Advertising”

A

Earnest Elmo Calkins:

132
Q

-Reinforced stereotype that black women were only capable of remedial jobs (cook) -Hired Nancy Green, a black cook, to travel to fairs and cook pancakes -1890s

A

Aunt Jemima

133
Q

1

Dr. John Harvey Kellogg

A

-medical doctor who created Corn Flakes -Kellogg Company -1900s

134
Q

1

Stuart Chase

A

-co-author of Your Money’s worth -him and Schlink suggested the federal government test goods so consumers could make informed decisions

136
Q

1

Benjamin Franklin

A

-founder of Pennsylvania Gazette -1720s -created first known illustrations to appear in an American newspaper ad

137
Q

1

Quaker Oats

A

-Henry Parson Crowell— did rebranding -marketings first successful brand-name, make generic product popular -nationally recognized trade character -ads ran in newspapers, magazines, signs, billboards, store displays, ext -1888

138
Q


-daily radio stories for housewives to be entertained founded by the Blackett-Sample-Hummert agency in Chicago in 1932 -created greatest sponsor identification for Oxydol detergent by character- Oxydol’s own Ma Perkins

A

Soap Operas

ADV (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions