Park 1 Minsoo Park English 1A Professor Pryor 8 February 2021 Sell and Spin Questions 1. Trace the history of advertising agencies using specific examples. Who is credited with starting the first “full-service” advertising agency in the United States? Explain what is meant by “full-service.” The first to be the founder of the advertising agency is Francis Ayer when he created NW Ayer and Son. The idea of full service is to plan, produce, create, and make the ads. 2. How much on average is spent on advertising globally each year? How has this impacted global culture? What terms and/or phrases have become commonplace in the global lexicon as a result of ads? There is about 450 billion dollars spent on advertising. The two most famous words are Coca Cola and OK 3. What invention most impacted the ability of advertisers to reach a wide audience? Explain how and why this invention propelled advertising. They would connect the product to the consumers. Two big ones are like Tony the Tiger and Jolly Green Giant and the Marlboro man. Park 2 4. Sell and Spin: The History of Advertising was produced in 1999… How has advertising evolved in the 21st century? In what notable ways has advertising changed? In what ways has it remained the same? Explain using specific examples of advertising types and technologies. There is a huge change due to the technology. The ads were the ones to make people make a choice but that has mostly changed over time. This is now due to changing the radio or clicking on a new video or skipping ads. 5. In what ways is advertising narcissistic? Give examples citing current advertisements. This is narcissistic since the consumers are targeted directly. This can be like ads targeted to women at home. They are told to buy the latest cookware or cleanware to get things done quicker. This is the case for things like the Echelon that targets the wife at home. 6. Explain the ways in which Philip-Morris “re-connected” with consumers by re-branding its Marlboro tobacco product. What, specifically, is the “flavor” Marlboro promised consumers? Quantify the success of Marlboro’s new ad campaign. Philip believed to use the flavor as a way to escape the desk job for people after the war. It was meant as a brand that hooked people to the idea of the flavor. The wild west. 7. List specific examples of the ways in which advertising has emulated the propagation of various religious movements. Ads did become like religion since people are realizing things they wanted to see. The product was there to meet their needs in the advertising. It is just all about branding. The first thing that advertised and changed so much is the Gutenberg printing press. Caxton was the one who made signs to make the book available. This is for any goods including tobacco and such. Park 3 8. What is Lydia Pinkham’s Vegetable Compound? How did advertising propel the product to the forefront of patent medicines? Name how a similar product in modern times uses advertising to generate buzz. It is a vegetable compound that was revealed in 1875. They thought it was enough after the initial advertising. This became bad after they ended the ads. There is something similar like the Apple airpods. It helped to sell more as the stylish brand. 9. Why did early newspaper publishers reject the notion of advertising? Provide specific examples. The publishers became more business like and the newspapers did not respect the idea of having ads. It was not easy to make the same pitches. This is the same when those in advertising tried to persuade the people to make the same notions or feelings from the products. 10. What, according to the film, is one of the biggest marketing flops of all time? Explain the cause of this failure. The Ford Edsel had the marketing campaign, but the product was disliked. It was a momentous failure even after spending millions of dollars for the advertising. It was also not part of the wishes of the consumer because of its sci fi appearance. 11. Explain the origin of the word advertising. How has the term “evolved” from its original meaning? Advertising came from the words “adverto” which is to notify but it can also mean to get the attention from the public. This is used to raise the sales of the product advertised. Park 4 12. What is “reason why” advertising? How does it create a need for products? Whish group of Americans was most influenced by this form of advertising? What contemporary social or cultural groups are influenced by this form of advertising? This was meant to give the consumers a way to purchase the product by convincing them of why they need it. It makes those see what is the main reason for the needed product. Young adults are always swayed by trends in fashion to buy the same goods. It is to fit in. 13. How many ads is the average American subjected to each day? Where do these ads appear? Give specific examples. What do we have to do to avoid seeing ads altogether? The average American will see about 3000 ads per day. This can be from social media, Youtube, phones, newspapers, and tv. We need to avoid them by turning off all electronics. We can also live off the grid. 14. Who is Leo Burnett? What embodies his approach to advertising? It is the guy who runs the largest agencies. He had a unique approach by placing the product in the middle of everything so it is obvious. It gives it the common feeling and makes the branding much more clear to the viewer. 15. Describe some of the earliest known examples of advertising. Find at least three examples not included in the film. It was things that are found in the newspaper. It later became visuals like posters or illustrations. 16. Which medium has had the greatest impact historically on advertising both to the delight and chagrin of consumers? Which modern medium is similarly fraught with controversy? Explain the similarities and differences between these two mediums. Park 5 The advertising agency has made a huge impact with magazines. The controversial one is the television. This is where the people are more able to read the ads in a magazine because they can go back to the page. The difference is the tv channel can not go back to the original ad or the person tries to avoid it. 17. How is America’s modern notion and practice of hygiene a product of advertising? Give specific examples. Ads would try to scare people by showing them with bad hygiene or smelling bad. This will increase sales. 18. What was the first company to use a commercial jingle? When? The Wheaties brand used a jingle to sell their stuff. This was in 1926. 19. How did Pepsi-Cola build its soda empire? Who invented this medium? Why was it so effective? What invention drew consumers away from this form of advertising? Why? What is the primary example of this shift in advertising? What product best exemplified this shift? The Pepsi-Cola built their brand by having a plane that writes messages for the public. They were interested by the novel idea of putting the ad in the sky. 20. What was the first medium conquered by advertisers? How was this achieved? In the digital age, what medium has largely replaced the print ads of the 20th century? What is the net effect of this shift on companies and consumers? Park 6 The first medium was used by words or speech or with pictures. This was later changed by the Internet or television or the radio. The shift was one where it changed the demographics to the younger generation since its related to technology. At the same time, we see this as a shift to market it to different niches.
