ADVERTISINGABC’s

of

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.

A complete A-Z of influential people, businesses, taglines, and campaigns.

Megan Smock

ADVERTISINGABC’s

of

ad·ver·tis·inga 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.

C MY K

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.

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.

Doyle DaneBernbach

e-advertisingA 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

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.”

Goodby, Silverstein & Partners

headlineGrabs 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. WalterThompson

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.

Advertising executive known for creating the Jolly Green Giant, the

Marlboro Man, Toucan Sam, Charlie the Tuna, the Pillsbury Doughboy, and Tony the Tiger.

Leo Burnett

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.”

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.

David Ogilvy

promotionOne 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.

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.”

Rosser Reeves

Super Bowl

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.

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.

The RichardsGroup

Uncle Sam

National personification of the American government originally

used during the War of 1812. The well-known “recruitment” image

was created by James Montgomery Flagg.

viral advertisingRefers to marketing techniques that

use social networks to produce increases in brand

awareness through self-replication viral processes.

Wieden+Kennedy

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.”

In order for an advertisement to be successful, a distince target market

must be identified.

eXpose your customers

Allstate’s popular slogan “You’re in Good Hands With Allstate” was created in the 1950’s. A sales

manager that worked for Sears creat-ed the slogan, believing that the slo-gan conveyed Allstate’s commitment

to its customers.

Since 2000, Mazda has used the phrase “Zoom-Zoom” to describe what it calls the “emotion of motion.” The Zoom-Zoom campaign has been accompa-

nied by the “Zoom Zoom Zoom” song in many television and radio

advertisements.

Zoom-Zoom

B www.180360720.no/index.phpD adbrio.files.wordpress.com F theblindcook.comG eladerezo.comI macamour.comK hubimg.comL wetzelbrothers.com, asapblogs.typepad.com, hubimg.comM ticklethewire.comN static.desktopnexus.comO hamlethamster.files.wordpress.comQ creatwoodpr.comT 4.bp.blogspot.comY iml.jou.ufl.edu

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