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Advertising Week 10th Anniversary Official Guide

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Page 185 of 333

1950s 1940s 1960s Cereal Gets Elevated to the "Breakfast of Champions" In 1934, marketers of Wheaties cereal devised its brilliant, now- iconic packaging featuring star athletes, beginning with baseball's Lou Gehrig. During this decade, although the feet-in-the-street sales force was still the primary way companies sold products and services, the more widespread use of the telephone started mak- ing it easier for customers to buy directly from a company. The Remote Control Revolutionizes TV Viewing The remote control would be a revelation for TV viewers, when Zenith Radio Corporation marketed the first such device. "Lazy Bones," which was connected to a TV set by wire, put the viewer in control. Robert Adler invented the first practical wireless TV remote, which used sound waves and was introduced in 1956. At the time, the up- side for marketers was that TV commercials were now positioned throughout a show rather than just at the top of the hour, creating an opportunity to air multiple commercials during a one-hour show rather than just one before the program started. During the 1950s, advancements in postal technology boost- ed the medium of direct mail. In 1953, the Remington-Rand high-speed printer was introduced, allowing advertisers to print directly on an article of mail rather than just address labels. And in 1959, Farrington's automatic address reader was showcased at the Parade of Postal Progress in Detroit. Another history-making moment was in 1956, when Vincent T. Cullers formed the first black-owned advertising agency, the Cullers Agency. 1930s TV Gets in the Ad Game "America Runs on Bulova time," a 10-second ad that aired before a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies, made advertising history by being the first commercial seen on TV. Marketing to the masses became a reality for the first time ever, converging with the mass produc- tion of goods and services and mass distribution by mail. "It was a big shift when radio was transitioned to television, because mass television made it easier for advertisers to sell and meet demand," notes Shelly Palmer, an advertising, marketing, and technology consultant who has penned several books on digital marketing trends. The Ad Council, which brought awareness to countless good causes, began in 1942 when the 4A's formed the War Ad Council to aid advertisers in supporting U.S. involvement in World War II. To this day, the Ad Council creates pro bono ad campaigns (among the more famous creations: Smokey Bear and "A mind is a terrible thing to waste") for nonprofit organizations. In 1949, a breakthrough came for women: Phyllis Robinson was hired as the first female copy chief at the new agency Doyle Dane Bernbach (DDB), an inspiration for Mad Men's Peggy perhaps? Efficient New Machines Leads to Increase in Direct Mail Technology led DM to still greater heights in the '60s. The U.S. Postal Service tested the prototype of the optical character reader (OCR) in 1962 and a high-speed prototype OCR designed by the Philco Corporation was tried out in Detroit in 1965. Over the next several years, more models were tested, as OCRs made it "possible for us as an advertising organization to do direct mail advertising more easily and quickly," according to Palmer. The birth of the Nielsen Station Index Service helped stations sell TV time via its Viewers in Profile (VIP) report. In 1967, AT&T introduced the toll-free number, which encouraged the ordering of products and services over the phone. Companies began establish- ing their own 1-800 numbers and call centers. Another technological breakthrough: In 1969, the original laser printer, called EARS, was developed at the Xerox Palo Alto Research Center, increasing direct mail efficiencies. 184 CATALYST 1950s 1930s

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