"Big Idea"  Advertisement that the consumer can grab onto. Sell in the first frame 3 seconds. Oglivian layout - headline, copy, sub copy, read 10 oclock to bottom

(1911–1999)Ogilvy & Mather, New York   Ogilvy was a notable advertising 

executive. He has often been called “The Father of Advertising.” In 1975, Time called him “the most 

sought-after wizard in the advertising industry.” He was known for a career of expanding the bounds of 

both creativity and morality. Ogilvy was known for espousing a strong emphasis on the “BIG IDEA.” 

He said, “results for clients is the goal in the modern world of business, it is useless to be a creative, 

original thinker unless you can also sell what you create” “It takes a big idea to attract the attention of 

consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass 

like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.”  

Unique Selling Proposition All characteristics make us special. make specific. one thing makes it better. differentiate coke vs pepsi such as their ad campaigns. He was the first person to create an ad for the presidential campaign (Esienhower)

(1910-1984) Ted Bates & Co., New York.  Picking up where the  

sing must sell" preaching of Claude Hopkins left off, Reeves' mid-century Unique 

Selling Proposition concept focused on driving home a central, research-based selling point. A 

copywriter at a Virginia bank, Reeves moved to New York, worked at various agencies and in 1940 

joined Bates. Reeves meshed USP and repetition to drive Viceroy, Anacin, Carter's Little Liver Pills, 

Listerine and Colgate toothpaste sales.In 1952, his spot TV approach was adapted to help elect Dwight 

Eisenhower president of the U.S., thereby changing American political campaigns. His 1961 best seller, 

"Reality in Advertising," made Reeves, David Ogilvy's brother-in-law, and an advertising standard-bearer.   The definition of 

Unique selling proposition (USP) An approach to developing the advertising message that concentrates on the uniquely 

differentiating characteristic of the product that is both important to the customer and a unique strength of the advertised 

products when compared to competing products. 

Who is Leo Burnett?

To relate good with identity such as the jolly green giant. Give them a human personality Leo Burnett Co., Chicago Although rumpled, overweight Leo Burnett 

hardly embodied the "adman" image, however his copy always impressed. Burnett imbued copy with 

the product's "inherent drama" through warmth, shared emotions and experiences. He created such 

evocative icons as the Jolly Green Giant, Pillsbury Doughboy, Charlie the Tuna and Tony the Tiger. 

His Marlboro campaign, a legendary example of advertising's power to build a global business 

featured the Marlboro Man, considered by most to be the most recognizable advertising icon in 

history.  His legacy was that he felt people could not identify with product, they identified with 

people and human emotion. 1)His icons helped millions of consumers vault the products he advertised to top of their 

respective categories.  

"Slice of Life" Reality TV. Took product and put it into every day useage. Volkswagon best campaign created ever.  (1911-1982)Doyle Dane Bernbach, New York 

influential creative force in advertising's history, Bernbach served as an inspiring 

father figure to some of advertising's most brilliant talents. Bernbach would focus on richly empathic 

adult, fresh and relevant ideas. Unpretentious ideas.  His “Think Small” campaign for Volkswagen was 

considered the best advertising campaign – ever.  Rules are what the artist breaks; the memorable never 

emerged from a formula." -- Bill Bernbach 

Literacy Education, Speak to large audience at once. No differences in interpretation

was a German goldsmith and printer who is credited 

with being the first European to use movable type printing, in around 1448, and the global inventor of the 

mechanical printing. Among the specific contributions to printing that are attributed to Gutenberg are the          

 design of metal movable type, the invention of a process for making such type in quantity (mass production),  

  the use of oil-based ink, and the use of a wooden printing press similar to the screw olive and wine presses of  

    the period. His truly epochal invention was the combination of these elements into a practical system.       

    Gutenberg's printing technology spread rapidly throughout Europe and is considered a key factor in the    

     European Renaissance. Gutenberg remains a towering figure in the popular image; in 1999, the A&E     

          Network ranked Gutenberg #1 on their "People of the Millennium" countdown, and in 1997, Time–Life    

                           magazine picked Gutenberg's invention as the most important of the second millennium. 

1st female owner of a national advertising company. I LOVE NY.  

 She was the founding president of Wells Rich Greene an advertising agency 

known for its creativity and innovative work, and the first woman owner of an advertising agency and the 

first female CEO of a company listed on the New York Stock Exchange.  By 1969, Mary Wells was 

reported to be the highest-paid executive in advertising. A partial listing of Wells Rich Greene slogans[3] 

(the first three were for Alka-Seltzer): Plop plop, fizz fizz; I can't believe I ate the whole thing; Try it, 

you'll like it; I ♥ New York; Trust the Midas touch; At Ford, Quality is Job 1; Raise your hand if you're 

Sure; and Friends don't let friends drive drunk 

Graham Wallas' Creativity model -The early twentieth-century reformer 

Graham Wallas got somewhat nearer the source of the creative process, which he outlines in his book, The Art of 

Thought. Summarizing his own and other people's work in this area, Wallas described four stages of creation. 

Preparation - The person expecting to gain new insights must know his field of study and be well prepared.   

Incubation - Wallas noticed many great ideas came only a period of time spent away from the problem. 

Illumination - The "click" or "flash " of a new idea. It's a mysterious phase. Verification - In this final step, 

efforts are made to see if the "happy idea" actually solves the problem. Since "great" ideas don't always work out 

in actual practice, this final step is vitally importantto the success of any project.  

1. Newspapers

2. Radio

3. TV

4. Internet

Federal laws - highways no billboards

Sate Law influence - states honoring tobacco laws 

Local jurisdiction - affected by government such as free speech 

Supreme Court - commercial free speech say what want in ads

Culture

social pressures

family

Time

Place

Environment

Preparation - The person expecting to gain new insights must know his field of study and be well prepared.   

Incubation - Wallas noticed many great ideas came only a period of time spent away from the problem. 

Illumination - The "click" or "flash " of a new idea. It's a mysterious phase. Verification - In this final step, 

efforts are made to see if the "happy idea" actually solves the problem.