quiz 1 Flashcards
1
Q
- Women advertising pioneer
- Her Vegetable Compound was the most-advertised product of the day, and was targeted to women for their hormonal needs. first product advertised to women
- 1870s
A
Lydia Pinkham’s Vegetable Compound
2
Q
-Chicagoan who made the first retail catalog
Created “C.O.D.” Cash on delivery, no money had to be sent in advance
-1890s
A
Richard W. Sears
3
Q
- Sears’ first business partner.
- In his first 2 years the business success tripled
- allied with he US Postal Service- “R.F.D.” — rural free delivery.
- 1890s
A
Julius Rosenwald
4
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 W. Ayer
5
Q
- one of the 1st advertising agents
- 1st to set out to make a living off of it. In the early years starting selling advertisements when everybody else just sold ad space
- 1860s
A
George P. Rowell
6
Q
- considered the father of modern advertising
- pioneered fixed prices and money-back guarantees with honest, consistent ad support & also reformed the U.S. postal system
- 1880s
A
John Wanamaker
7
Q
- a highly influential copywriter
- The world’s first full-time copywriter, he worked for the department stores Lord & Taylor and Wanamaker’s
- 1880s
A
John Powers
8
Q
- one of the first known advertising agencies in the US
- became the exclusive buyer of advertising space.
- the first agency to provide a wide range of advertising services to clients.
- 1880s
A
J. Walter Thompson Agency
9
Q
- copywriter who created his own copywriting business & advertising agency
- Company took a hit for investing in patent medicine. Hired Earnest Elmo Calkins as a copywriter
- 1890s
A
Charles Austin Bates
10
Q
- advertising exec who pioneered the use of art in advertising
- wrote first textbook about Modern Advertising
- 1900s
A
Earnest Elmo Calkins
11
Q
- There was more of a need to transport products & items state-wide, and nationally
- There was a growing need to speed up the need for people to communicate with each other.
- 1860s
A
Transportation Revolution
12
Q
- famous advertising symbol, featuring a young boy in rain gear holding a box of crackers, had a great and very specific meaning in the early part of the century
- 1900s
A
Uneeda Biscuit Campaign
13
Q
- positioned it as a cure to halitosis(bad breath)
- implied it as a medical condition that needed attention & had a social impact — aspiration; companionship “Halitosis makes you unpopular”
- 1900s
A
Listerine Advertising Campaign
14
Q
- apostle=believer. messenger of modernity lying for sales came into play more, and it was working
- 1920s
A
Apostles of Modernity
15
Q
- editor of the Ladies Home Journal, Pulitzer Prize winner
- believed that advertising was the one tool to sell magazines
- 1890s-1920s
A
Edward Bok
