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BroadVision Marketing Blog

How do you sell a tube of toothpaste? Part 1 of a three-part discussion

Posted by Jaco Grobbelaa on Mon, Oct 03, 2011 @ 02:52 AM



[caption id="" align="alignleft" width="210" caption="Advertising from 1890sGuest Blogger Ann Mullen"] [/caption]


Guest Blogger Ann Mullen

When advertising began at the end of the 1800s, it was enough to just put a drawing of the item in the newspaper. Quickly, salesman started putting a pretty girl next to the item and advertisement appeals began getting complicated.

In the 1970s Jib Fowles published a paper, “Mass advertising as social forecast: A proposed method for futures research, that the abstract said, “is an attempt to develop a procedure for anticipating broad socialcultural change by a decade. . . .culled with an content analysis of mass marketing.” In the report Fowles looks at 15 of advertising’s basic appeals, for when showing a tube of tooth paste is not enough.

Shirley Biagi, wrote a textbook “Media/Impact: An Introduction of Mass Media” now in its 8 th edition, that put Fowles’ list of appeals in her book.  At the time of Biagi’s 4 th edition, Frank W. Baker took the list from her book and put it on the internet at http://www.frankwbaker.com/fowles.htm.  Baker’s interest is in education and media literacy.

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Topics: Advertising, Television advertisement, Fowles, Marketing Plan, Facebook, Marketing Principles

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