Earnest Elmo Calkins

By Group 9: Kelly Bastyr, Angela Drewno, Eric Handrich, Esther

Kim, Katie Laugal

Dean of Advertising Men

Table of Contents
Individual
Biography..
Agency
Biography..
Signature Advertising
Campaigns
Historical Advertising Significance.
Philosophically Remolded Campaign
Appendix.
Annotated Bibliography

Timeline of Career Highlights

1868 Born

1902 - Joins with Ralph Holden to

found the advertising agency,
Calkins & Holden
1908 - Debut of the
automobile, Henry Fords
Model-T
1914 - World War I
begins Snow campaign
1917 - The Phoebe
comes to a halt due to the great need
of anthracite coal for the war effort
1920 - The Roaring Twenties begin
1925 - Calkins is the first
recipient of Harvard Universitys
Edward Bok Gold Medal for
distinguished personal service
in advertising
1929 - The stock market crashes
starting The Great Depression
1933- Prohibition is
repealed
1937 - Writes a history of
Galesburg, They Broke the Prairie,
an autobiography, Louder Please!,
and many other books
1959 - Calkins & Holden
merges with Fletcher Richards
to become Fletcher Richards,
Calkins & Holden

1900 - Creates the fictional

character Phoebe Snow
1905 - Writes the first textbook on
contemporary advertising, Modern
Advertising
1908 - George Rowell asks Calkins
to write a column for his periodical,
Printers Ink
1920 - Encourages Louis Pedlar to
form the Art Directors Club in New
York
1921 - Organizes the first
juried exhibition of advertising
art
1927-Federal Radio
Commission controls and
regulates
broadcasting
1929 - Calkins
describes the
situation during this time as
outstripped consumption
1931 - Retires from Calkins &
Holden due to his worsening
deafness and the prevalence
of radio advertising
1945- Atomic bomb on Hiroshima
& Nagasaki ends World War II
1948 Television begins
explosive growth in America
1964 - Died on October 4
in New York City at age
97

Individual Biography
Early Career Path
New Advertising StylesHe couldnt hear, but he could see
The father of modern art in American advertising introducing the
industry to elements of European Modernism and avant garde

Elevated art to a higher aesthetic appeal in the advertising

industry

1925: Travels to Paris for Exposition Internationale des Arts

Dcoratifs et Industriels Modernes and came away inspired

It is extremely new art and some of it too bizarre, but it

achieves a certain exciting harmony, and in detail is
entertaining
Modernism offered the opportunity of expressing the
inexpressible, of suggesting not so much a motor car as
speed, not so much a gown as style, not so much a compact
as beauty.

Early Life
Graduation
Graduation

Graduates
Graduates from
from
Knox
Knox College
College
Begins
Begins first
first job
job
as
as aa typesetter
typesetter
at
at local
local paper
paper

Birth
Birth

March
March
15
15thth,, 1868
1868
Geneseo,
Geneseo,
IlIl

1868

Moves
Moves to
to New
New
York
York

1874

Deafness
Deafness Begins
Begins

1891

Contracts
Contracts the
the
measles,
measles, which
which led
led
to
to progressively
progressively
worsening
worsening hearing
hearing
throughout
throughout his
his
lifetime
lifetime

Writes
Writes copy
copy
for
for small
small
print
print shop
shop
Returns
Returns home
home
after
after aa year,
year,
is
is
unsuccessful
unsuccessful

1891

1890s

Wins
Wins Contest
Contest

Submits
Submits ad
ad for
for
Bissell
Bissell Carpet
Carpet
Sweepers
Sweepers and
and
wins
wins
Charles
Charles Austin
Austin
Bates
Bates is
is aa judge
judge

Calkins & Holden Ad

Agency
History of Company
Calkins was loaned $2,000 which was used to fund the
agency
Started out with small accounts such as ribbons merchant
and clothing manufacturers
Cyrus Curtis helped agency get established by hiring
Calkins & Holden to write copy telling people why they
should place advertisements in the Ladies Home Journal
andReferred
the Saturday
toEvening
as thePost
first modern

advertising agency

Full service agency which provided designing

of ads, copy writing, space brokerage, and
Company Founders
media
In 1902, Earnest
Elmoplanning
Calkins and Ralph Holden opened an
agency, Calkins & Holden, in New York City. Together they
formed an agency which tried to sell the concept of
advertising, not advertisements themselves.

Calkins and Holden complimented each other as partners:

Holden managed the business side of the
agency
Corporate
Approach
Philosophy
Calkins tookor
charge
of creative work
They envisioned changing advertising as the world knew it at
the time.
Transformed advertising into an art form
Quality of ad matters more than the quantity of ads
In 1905, Calkins and Holden published the book
Modern Advertising

Considered the first textbook on the concept of

advertising

Was a reflection of the advertising philosophy of

Trends Developed or Followed

Calkins & Holden was established as an innovative agency which
ignored the business conventions of advertising.
Pioneered and focused on soft-sell advertising:
Advertisement establishes an atmosphere and makes
sales pitches by association
Trademark characters, catchy jingles, creative
copy

Agencies preceding Calkins & Holden sent ads to newspapers and

had them determine typography
Established typography department

At the time, artists did not find the appeal in working for
commercial advertising
One of the first agencies to have an art department where
artists were willing to work for commercial advertising
Impact
on Advertising Industry

Emphasis on design, not quantity

Beginning of full-service agencies
Trademark characters and product association (soft sell
advertising)

Major Clients
Major clients of Calkins & Holden
included

Major Campaigns of Calkins &

Holden

Arrow Shirts -1913

Joseph Leyendecker
designed the Arrow Collar
Man
Became important symbol
for college men
Images were stylized as
opposed to being realistic

Pierce -Arrow-1915
Illustrated class
atmosphere which
portrayed car as good
quality and associated the
brand with being
surrounded by a
fashionable world

Lackawanna Railroad:
Phoebe Snow Campaign
Trademark character
who wore all white
Positioned company
as cleaner trip due to
less soot from
anthracite coal
The Road of
Anthracite

Force Breakfast Cereal

Sunny Jim was a
gloomy character who
turned happy after
eating Force breakfast
cereal
Became popular
trademark character
Advertisements
included catchy jingles

Primary Areas of Agency Strength

Success of agency was due to its soft sell approach

Major Agency Competitors

Lord & Thomas Reason -why approach
Albert Lasker, Claude Hopkins, John E. Kennedy
N.W. Ayer & Son
J. Walter Thompson
Helen Resor
Added emotional appeal
Combined soft sell and reason-why approach

Major Failures/ Reasons Behind Failures

After multiple successful campaigns, Calkins and Holden
had a falling out with Edward Ellsworth of Force food
because when asking him for payment for a campaign, he
did not respond, only to find out later he went bankrupt

Trademark characters and their popularity did not

necessarily translate into sales
After years of success, J. Walter Thompson ended up
winning Lackawanna Railroads over as a client which
marked the end of Phoebe Snow
Sunny Jim advertisements changed to conventional,
more hard-sell advertisements which included
nutritional benefits of Force cereal

Overall, Calkins & Holden was a successful agency

In 1926, Ralph Holden died and the agency was
merged with the Interpublic Group of Companies,
Incorporated
Calkins retired in 1931, his reason being the rise in the
popularity of radio and how he felt that his deafness
would prevent him from being successful in this shift in
advertising.
In 1959 Calkins and Holden turned into Fletcher

10

Signature Ad
Campaigns

Phoebe Snow

Helped to show that riding trains was clean and that even
in her white dress she would not become dirty.

It was to show that Delaware, Lackawanna & Western

Railroad company used clean burning coal and therefore
was a key differentiator from competitors.

Phoebe Snow was among the first trade characters ever

created and began to influence other companies to create
them in the future.

As the campaign progressed, the advertisements called

out even more of the features of the railroad.
This included the dining experiences, use of
electricity and even more cutting edge technology of
the time

11

Signature Ad
Campaigns
R & G Corsets

These ads emphasized art over text

and were some of the first to feature
photography.

These ads were featured in the ladies

home journal and depicted a woman
wearing the corset. It had aimed to
influence women to buy the corsets
through the use of periodicals and
magazines.

This was the first time that R&G had

ever done this sort of advertising and
it ended up doubling the number of
dealers that carried their goods, which
in turn led to a large increase in sales.

12

His Advertising
Philosophy
No well-defined method of preparing for advertising. Every advertiser arrives
at profession by different routes
The ideal Advertising man
supplies business with animation because manufacturer is too close to
product
brings fresh eye to problem and solve any problem
has vision, creative power, intuition, and knowledge of the human
nature
Mixture of bookkeeper and artist.
Advertising is that subtle indefinable, but powerful force whereby the
advertiser creates a demand for a given article in the minds of a great many
people or arouses the demand that is already in latent form
Advertising modifies the course of a peoples day, thoughts, gives them new
words and phrases new ideas fashions, customs
Advertising is more than writing of copy or salesmanship on paperits
about producing consumer acceptance
Selling goods is not always its entire purpose.
Advertising definition: produces a favorable state of mind toward the
advertisers good
Advertisers purpose is accomplished if the reader retains in his mind a
certain prejudice favorable to the article advertised
Chief

service of advertising has been the convenience of the consumer

goods are better
faster distribution
lower price
and labor of selling decreases

Advertising is one of the greatest education

13

21st Century Significance

The biggest influence that Calkins had on modern advertising is the

creation of consumer engineering, or the artificial creation of demand.
He did this through the promotion of the consumption approach, which
pushes Americans to indulge themselves in material things. This was
made possible by advanced technology and resonates in todays
society as well.

Calkins & Holden also created advertising campaigns for the PierceArrow Motor Company. These ads served as the foundation between
the advertising and automobile industry for years to come. The
strategies thattrengths
Calkins came up with as the originator of these car ads
transcended the simplistic and conventional car ads that had preceded
them. These ads were often full of color and art, which wasnt as
popular then as it has been in the 21st century.

Calkins also pioneered the soft sell and was an early proponent of this
less aggressive sales approach. He wanted to build a relationship of
trust between the consumer and manufacturer that would serve to
benefit the advertisers in the long run. The main importance of this
was really understanding the target consumer and their underlying
values of what they wanted from a product or service. This basic idea
is still used today
in much more sophisticated
ways, but has been
hreats
pportunities
evolved and inspired from his original ideas. The soft sell often turned
into art being intertwined with the advertisement itself. This was
extremely important in fueling concepts for future advertising and
creating a bond between fine art and advertising.

He was a man that was ahead of his times in terms of what he thought
the future of advertising. He said that things like statistics and
psychology would be integral parts of advertising in the 20th century
and beyond.

14

Our Remodeled Ad
Campaign
Brand:
Nutella
Product:
Chocolate Hazelnut Spread
Current Target Market:
kids and mothers of young children
(higher income)
Current Positioning: nutritious & tasty snack or breakfast for kids

Over the past five years, sales of Nutella in the

U.S. have more than tripled to $240.4 millionEuromonitor International

Strengths

Mature product
product with
with long
long history
history
Mature
(50 years)
years)
(50
-70% market
market share
share
-70%

Weaknesses

-lacks brand
brand personality
personality
-lacks
-limited advertising
advertising and
and
-limited

penetration in
in emerging
emerging
penetration
economies
economies

-Strong brand
brand loyalty
loyalty
-Strong

-In 2012,
2012, sued
sued for
for false
false claims
claims
-In

-strong in
in snack
snack category
category
-strong

that Nutella
Nutella is
is healthy
healthy and
and
that

-popular product
product world-wide
world-wide (sold
(sold
-popular

nutritious
nutritious

in 30
30 countries)
countries)
in

-limited brand
brand extension
extension
-limited

-#1 selling
selling branded
branded hazelnut
hazelnut
-#1

-product has
has not
not changed
changed in
in 50
50
-product

spread in
in America
America
spread

years
years

Opportunities

Threats

-Add different
different flavors
flavors and
and brand
brand
-Add

-Western cultures
cultures may
may not
not adapt
adapt to
to
-Western

lines
lines

chocolate for
for breakfast
breakfast
chocolate

-Penetrate market
market in
in developing
developing
-Penetrate

-Negative perception
perception after
after 2012
2012
-Negative

countries
countries

lawsuit claiming
claiming Nutella
Nutella is
is healthy
healthy
lawsuit

-position Nutella
Nutella as
as a
a breakfast
breakfast
-position

-Increased imitation:
imitation: Jiff,
Jiff, Hershey,
Hershey, ad
ad
-Increased

product or
or snack
snack to
to Western
Western
product

many other
other brands
brands sell
sell chocolate
chocolate
many

countries
countries

hazelnut spreads
spreads
hazelnut

-create trademark
trademark character
character to
to
-create
improve brand
brand identity
identity
improve

15

Nutellas
Competition:
Chocolate with hazelnut
spread

vs.
Strengths
Weaknesses
Product launch in 2014 making
New product so
it new and fresh to consumers
consumers are unaware
Hersheys is well-known in
Nutella still dominates the
America
chocolate spread market
Hersheys is trusted by
holding a 70% market
Americans
share in the U.S.
Hersheys dominates the
Jifs hazelnut spread
chocolate industry in the U.S.
(launched in 2012)
Lots of money spent on
controls 20% of market
advertising new Hersheys
share in U.S.
Less than 5% market
spreads (TV ads)
Nutella and Hersheys chocolate hazelnut spread are very similar products. Both have
shareof both contain: 200 calories,
similar ingredients and nutritional facts. Two tablespoons
12g of fat, and 20g of sugar. Nutella positions itself as a snack and breakfast option.
Nutella usually shows the spread on a piece of bread next to milk. However consumers
eat Nutella in a variety of wayssometimes right out of the jar. Hersheys features the
jar of its spread with fruit like strawberries, pineapples, or apples. The spread is also
positioned as a healthy snack enhancer to consumers of all age. Unlike Nutella,
Hersheys launched a line of spreads including: plain chocolate and chocolate with
almond. With a 70% market share in the chocolate spread category, Nutella still rules

16

Advertising Strategy
Platform of delivery:
Print and Digital Ad
Benefits of Nutella:
Tasty because it is natural and not artificial
Serve as snack and/or breakfast enhancer
Creamy texture
Rich Italian culture
Product Personality:
Fun, light-hearted, family-oriented,
Hazel, our trade character, is young and relatable to
children
Product you grow up eating as a kid and pass it down to
your own kids (lifetime consumers)
Key Selling Idea:
Tasty spread that moms give their kids for breakfast
Tasty, chocolaty hazelnut spread that kids want and
moms buy for breakfast
Note: not positioned as healthy or nutritious
Newly positioned as a breakfast option to enter the
breakfast category
Visual Appeals:
Of ads: artistic, friendly, memorable
Packaging: We will keep the same packaging of and same iconic
logo

17

Creative Strategy
Print Ad:
Image is artistic and picturesque
Strong use of artwork
Use of soft sell and impressionistic copy
Use less aggressive sales approach
Main focus is image, copy underneath, and large logo- resembles
R&G corset ads
Copy emphasizes the rich taste
Copy focused more on establishing relationship with reader and
product association rather than just trying to sell the product
Placed in magazines like Better Homes & Gardens, Cooking Light,
InStyle, Eating Well, & The Oprah Magazine (readers are young
mothers)
Digital Ad:
Creation of trade character Hazel
Use of rhyming copy and jingle
Replicates Phoebe knows and says copy Calkins created
Placed on Facebook to target mothers of young children
Moms are a target because they buy what their kids ask for
Run digital campaign where mothers can upload pictures to
Facebook, Instagram, and Twitter of happy moments (usually with
their kids) using the hashtag and Nutellas slogan
#SpreadTheHappy to be entered to win a family trip to Italy

18

Advertising Strategy
Contd
Product Concept
Positioning:
Product Differentiation
Life Cycle (improvement on existing product,
etc.)
ii) Target Audience
(1)Detailed Description of Audience

(2) Prospective Buying Influences

(3) Benefits They Seek

(4) Demographics or Psychographics

19

Philosophically
Remodeled Ads
Print Ad:

Who says kids cant be excited for breakfast? Nutella is not too rich
and just the right amount of sweet, its the perfect compliment to
waffles, toast, and more. Spread the happy and add creamy hazelnut
flavor, unlike any other spreads, to your kids breakfast. Moms buy it
to make the kids happybut find themselves sneaking a taste too.

20

Philosophically
Remolded Ads
Digital Ad:

Hazel says and Hazel knows :

Nutella is a hazelnut spread
That keeps kids satisfied and fed
Its chocolaty and sweet
When moms give their kids a special
treat
Spread the happy
Youll never feel badly!

21

21

Appendix

facing more competition

because..
Spreads are a $3.4
billion category
The fastestgrowing subsegment of that
are chocolate
spreads
The chocolate spreads
category grew by 13%
in 2012
Category now
estimated at over
$300 million and
expected to continue
expanding through at
least 2018

22

Annotated
Bibliography
Calkins, Earnest Elmo, 1868-1964. Advertising. Chicago: American library association,
1929.
This booklet begins with a short introduction of how Calkins defines advertising and the
importance of it. The rest of the booklet is a guide to six books in advertising he
recommends anyone should read if they are interested in this industry. Calkins discusses
the three types of advertising classes: national, mail-order, retail, and the complexities of
an advertising agency. Calkins also explains the benefits of advertising. He believes
advertising has been the convenience of the consumer. Advertising makes goods better,
distribution improve, cost lower, and labor of selling them reduces, according to Calkins.
He also goes on to say advertising is one of the great education forces. For example,
Calkins, Earnest Elmo. The Advertising Man. New York: C. Scribner's sons, 1922.
people have been taught to change behavior or new words all because of advertising.
This book answers the question Calkins got from many people, How can I can into
advertising? He says its hard to answer that question because there is no well-defined
method to success in this industry. The book focuses on who ought to get into the
business, how to get in get in, what they they do when they are in, and what they get for
it. The chapters are broken in up into describing what advertising is, the roles of an
advertising solicitor, advertising manager, and advertising agent. Calkins believes
advertising is learned by doing and practical knowledge is a necessity. Calkins says the
successful advertising mans qualities are vision, creative power, intuition, and knowledge
of the human nature. He believes they have to be the ideal mixture of a bookkeeper and
artist. He also describes the advertising man as one who solves problems no matter what
Calkins, Earnest Elmo. "Are the Railroads Consumer Conscious? No."The Rotarian July
course is necessary.
1932:. Print.
An interesting article in the Rotarian that is written by Earnest Elmo Calkins. It reflects
upon how the railroad engineering has affected consumers, and Calkins believes that
the railroad cars were designed with a biased mind. That they were designed to be
replaced and that the railroad engineers and manufacturers only had themselves in
mind. This is in contrast with his advertising approach, where he attempts to engineer
Tungate,
Mark.
"Calkins
& Holden
Agency/
Earnest
Elmo
Calkins."of
Adland:
A Global History of
consumers
to buy
the things
through
his soft
sell and
promotion
consumption
Advertising.
London:
Kogan
Page,
2007.
Print.
approach.
This book is written by Mark Tungate and as the title suggests, it studies the advertising
industry as a whole. The book discusses modern advertising but in order to do so, it also
discusses how modern advertising originated and the beginning of advertising as a
profession. This book is devoted to many different contributors to the advertising industry,
including Earnest Elmo Calkins. The section about Earnest Elmo Calkins gives a brief
biography about his

23

Annotated
Bibliography
Calkins, Earnest Elmo, 1868-1964. The Business of Advertising. New York: D. Appleton and
company, 1925.
The Business of Advertising was published 10 years after Modern Advertising because Calkins
thought it was necessary to write an updated edition because of all the changes that happened
in the advertising practice within the 10 year gap. Calkins says this book shows briefly the work
of those who deal in advertising. He also says The Business of Advertising is intended for all
who wish to know what advertising is and how it is done.
Calkins, Earnest Elmo. Business, the Civilizer. Boston: Little, Brown, 1928. Print.
In the excerpts that I have read Calkins refers to advertising as a way to escape the drudgery of
his past. He recounts all of the needless tasks that his mom had to do when he was younger that
have now been made obsolete with some of the new inventions that have been marketed to the
masses. He says that it allows people to dream beyond what they thought were even imaginable
and allows for new and revolutionary things. The importance of advertising is that it allows
consumers to see new things, and while freedom from advertising may never exist, it facilitates a
need for consumers want for innovation.
Calkins, Earnest Elmo, 1868-1964. "Louder Please!": The Autobiography of a Deaf Man. Boston:
The Atlantic monthly press, 1924.
Calkins autobiography focuses on the hardships of being deaf in the advertising industry and
his struggles in his personal life. Calkins also writes in third person. The book begins with his
childhood in rural Illinois and how he was inspired by Line upon Line and and found his love of
print. The autobiography continues with several chapters about the novels and his love for
geography that inspired him. Calkins discusses his disinterest with school because he could not
understand or hear anything. Although he did finish high school but worked at The Press and
People, a printing company, throughout his adolescence. He went onto Knox College and wrote
for the college magazine. By his senior year he was editor-in-chief of the college magazine and
newspaper. At 23 he moved to New York and had a difficult time finding a steady job until he
became an editor for a butcher meat-trade newspaper.
Calkins, Earnest Elmo, 1868-1964. Modern Advertising. New York: D. Appleton and Company,
1905.
This book is written by Calkins and his agency partner Ralph Holden. The book represented the
best practices of advertising according to Calkins. The book begins by defining what
advertising is in a modern and dictionary sense. They mention a bit about the history of
advertising regarding patent medication and discuss the great possibilities of the future. They
also discuss the many channels of advertising and an idea that revolutionized the clothing
business. Calkins describes the main differences between magazine and newspaper advertising
as well as describing the the differences between mural and outdoor advertising. The book also
addresses the definition of mail-order and retail advertising. The next part of the book
describes the various roles one can have in advertising. They discuss the general advertiser
and the manager. Lastly, the book talks about how an agency is set up, the styles of

24

Annotated
Bibliography
Gorman, Carma. The Industrial Design Reader. New York: Allworth, 2003. Print.
Consumer engineering was something that was pioneered by EE Calkins, and Gormans book
includes excerpts about what Calkins did to revolutionize advertising. It gives information regarding
how obselitism and the rise of the modern day factory helped consumption and allowed for more
Americans to indulge in activities and material things more than ever before. Gorman talks about
how Calkins was the most revolutionary ad man of the 1920s and 30s and offers some brief
insight into his advertising designs and the new business science of artificial obselitism.
Lang, Harry G., and Bonnie Lang. "Earnest Elmo Calkins." Deaf Persons in the Arts and Sciences: A
Biographical Dictionary. Westport, Conn.: Greenwood, 1995. Print.
As the title suggests, this book talks about Deaf Persons in the Arts and Sciences, including Earnest
Elmo Calkins. It gives a brief description of his life with a timeline of major events and how
deafness made him the great contributor to advertising that he is considered today
Schorman, Rob. "This Astounding Car for $1,500": The Year Automobile Advertising Came of
Age." Enterprise & Society 11.3 (2010): 468-523. Project MUSE. Web. 3 Mar. 2015.
<https://muse.jhu.edu/>.
This article talks about the advertising industry in terms of the growth of the automobile industry
and how advertising influenced it. It refers to two specific campaign as the start of it all: Calkins &
Holdens Pierce-Arrow automobile ads and advertisements for Chalmers automobiles. The author
credits these campaigns in the merging of the advertising industry and the automobile industry,
Tungate,
"Calkins
& Holden
Agency/ Earnest Elmo Calkins." Adland: A Global History of
as well asMark.
in creating
modern
consumer.
Advertising. London: Kogan Page, 2007. Print.
This book is devoted to many different contributors to the advertising industry, including Earnest
Elmo Calkins. The section about Earnest Elmo Calkins gives a brief biography about his childhood,
including how childhood deafness affected his visual sense. The book talks about Calkinss
professional advertising career, including when he began working at an advertising agency called
Bates in 1897. The book talks about contributions of Calkins such as the creation of Phoebe Snow
and how he was a pioneer of the soft-sell approach to advertising which was considered an
impressionistic style of advertising.
Watkins, Julian. 100 Greatest Advertisements 1852-1958 Who Wrote Them and What They Did.
Dover Publications, 2012. Print.
This book includes Calkinss famous Phoebe Snow campaign and describes it in great detail.
The book also describes Calkinss inspiration for Phoebe and the impact she had on society at the
time. Phoebes femininity and pin-up charm is examined as well.

25

Annotated
Bibliography
Young, Margaret. "Project MUSE - On the Go with Phoebe Snow: Origins of an Advertising Icon."
Project MUSE - On the Go with Phoebe Snow: Origins of an Advertising Icon. Advertising
Educational Foundation, 1 Jan. 2006. Web. 3 Mar. 2015. <http://muse.jhu.edu/journals/advertising
and society_review/v007/7.2young.html>.
This article describes one of Earnest Elmo Calkins greatest achievements which was the creation
of Phoebe Snow, a fictional character meant to show the public the notion that Lackawanna
Railroads was using cleaner soot. Developing a fictional character was an example of an
impressionistic type of advertising, meaning that advertisers used prose and storytelling, among
other things to create drama and make advertisements memorable for consumers. This article
talks about how Calkins wrote in his book that an advertiser must find a product story which
establishes performance and equity, or credibility, which is what he did with Phoebe Snow and
what makes him an important contributor to the advertising agency.
Ferdman, R. (2014, February 4). Nutella should be worried about Hersheys new hazelnut
spread. Retrieved April 19, 2015.