By John A. Morello
Smooth advertisements moved into the twentieth century borne on many autos and exceptional by means of many thoughts, 3 of the main often used being the reason is, advertisements, star endorsements, and pre-emptive claims. most sensible identified for his for the reason that ads, Albert Davis Lasker, president of the Lord & Thomas company of Chicago, championed all 3 options, assisting fortunate Strike Cigarettes, Van Camp's beef & Beans, and Sunkist Oranges turn into enterprise successes. His least recognized yet most sensible paintings used to be within the political quarter, the place he helped the Republicans achieve keep watch over of Congress in 1918, and with the election of Warren G. Harding, recapture the White condo in 1920.This booklet covers occasions resulting in Harding's nomination and election and the major function Lasker performed in his election. Bringing alongside the tips he had used to promote cleaning soap, beer, cigarettes, and canned meals, Lasker plunged into political advertisements, endlessly altering the way in which political applicants are publicized.
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Additional info for Selling the President, 1920: Albert D. Lasker, Advertising, and the Election of Warren G. Harding
Sample text
The ultimate snub occurred in California, where Hughes stumped the state but refused to meet with Senate candidate and key Progressive Hiram Johnson. 7 Enter Will Hays. Elected chairman of the Indiana GOP in 1914, he had helped to heal the rift between Republicans and Progressives, and his methods had been viewed as a possible formula for national reconciliation. He brought Progressives into the state GOP's hierarchy. He also kept the party active year-round, especially in nonelection years. He developed schools to train county chairmen and committeemen.
That, said Kennedy, had a negative implication. Not everyone thought washing was a drudgery, so right away the ad had alienated potential customers. When Lord & Thomas got the account, Kennedy suggested a more positive approach. " The copy referred to the machine's motor springs, which did all the hard work, and the slats, which acted as paddles to power the washer. The ad concluded with a promise to pay the shipping and to refund the customer's money if not completely satisfied. A similar approach was used to promote the medicine Cascarets, which "don't Purge, nor Weaken nor waste Digestive Juices in flooding out the Bowels like Salts, Castor Oil or Cathartics.
What if Hopkins advertised Schlitz's brewing techniques in a way that implied it was doing something more complicated and expensive than its competitors, but wasn't charging extra for it? No other brewery would be able to make a similar claim without sounding like a Schlitz copycat. The campaign was a roaring success, and sent Schlitz into a first-place tie with Anheuser Busch, which also happened to be a Lasker client. In one of Hopkins's ads, "Poor Beer vs. Pure Beer," he compared Schlitz to others, listing all the purification techniques he had seen, and underlined the fact that all this work was being done at no extra cost to the consumer.