The Man in the Hathaway Shirt PDF

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Summary

notes from lecture for quizzes and exams...

Description

From Common to Classy: Shirts, Eyepatches and the Ideal Man I.

II.

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V. VI.

The “Iconic” Male a. Arrow Collar Man b. Has everything - athletic, square jaw, smokes, but approachable typical man that every male strived to be Hathaway Shirt Company a. History b. Product Innovations i. Custom work, tailored for consumers c. Advertising pre-David Ogilvy i. “Our budget is small, but we will never fire you or change your advertising” ii. Do what you think is necessary to advertise the Hathaway shirt company - perfect for ogilvy because he hadn’t hit his big idea yet iii. Advertising with 2/3 of an image, other third is actual words ogilvy style David Ogilvy - worked as a spy, many different career paths a. Brother was in advertising before David arrived, helped him get his foot into the door b. Inferiority complex to his brother - overcome image people had of him due to his brother helping him in i. Wanted to create that “big idea” to prove he belonged c. Personal Background i. Salesman ii. Cook iii.Gallup Organization 1. Scientific work d. Entry Into Advertising i. Meeting Rosser Reeves ii. Inferiority to Older Brother e. Searching for the Big Idea Cables & Reeves a. Cables - power of big ideas b. Reeves - came to public attention through advertisements with Bic Pens (1950s) i. Seeing is believing Hathaway as a Client a. Won’t Change Advertising Ogilvy Style a. Large Photograph b. Headline

c. Sales Copy Beneath VII. The Brand Image” VIII.The Man in the Hathaway Shirt a. Creating an Icon b. The Eyepatch c. Creating Curiosity d. Distribution of Advertisements e. Focus on the Consumer f. End of the Campaign IX. Impact of the Advertisements X. Key Takeaways

a. Continuity of Protagonist b. The Strength of Ideas c. Client Trust - TV has changed the way of advertising - Every advertisement is part of the long term investment in the personality of the brand...