Keep it simple.
This is the advice of Matthew Hallock, president of the Voice Advertising Agency. According to Hallock, the key to effective advertising is to keep the message simple but memorable.
Hallock, who currently teaches Advanced Web Design on campus, spoke at Fairfield University’s Marketing Club meeting in the Dolan School of Business last night. Hallock came armed with a slide show of old advertisements that would have made Don Draper, the advertising king of the television show “Mad Men,” proud.
Advertising is not a new pursuit, he said. The Industrial Revolution sparked the rise of advertisement once mass production was developed in the 1800s. Hallock presented examples of old newspapers that were filled with ads.
The creative revolution of the 1950s led to the fall of the “guy in the grey suit” era in advertising, he said. The “guy in the grey suit” stereotype, as Hallock explained, was the Ivy League, white, Anglo-Saxon male who ran advertising in America prior to companies like Doyle Dane Bernbach (DDB).
DDB, unlike other advertising agencies at the time, opened its doors to anyone willing to work regardless of their education level or ethnic background. The company developed the idea of allowing the creative and artistic directors to collaborate on an idea rather than work separately, Hallock said.
DDB took on companies like Volkswagen and Avis and turned their businesses around while making advertising history. During World War II, DDB took the German car company Volkswagen and created ad campaigns with simple messages that proved to be effective on a broad spectrum of consumers.
Hallock also said that DDB took the nearly bankrupted Avis car rental company and made it the number two car rental service.
“In a world where advertising is so prominent that we even have TV shows like
“Mad Men” about it, Hallock’s talk further proved the effects advertising has on the general public today,” Gabby Pelle ‘13 said.
John Weisheit ‘13, an International Business major and member of the Marketing Club, thought Hallock presented an interesting introduction to advertising. The laid back setting of Hallock’s talk made it enjoyable for the Marketing Club members as well as Hallock’s family, who also attended the event.
Hallock’s prior employment includes working for various ad agencies in New York City and teaching advertising at Yale University.
By: Celeste Tallarico, http://www.fairfieldmirror.com