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 Marketing Plan Outline vii

To Debbie

My partner in everything.
MFW

To Meghan and the Boys

Meghan, your support and love carry me every day. Jonah and Eli, you make being a daddy so much fun.
CA
the preface

What’s New? All textbooks evolve, but compared to those that cover other disciplines, texts that illuminate
fields as dynamic as advertising and IMC must do so at an accelerated pace. The 14th edition
of Contemporary Advertising and Integrated Marketing Communications incorporates many
changes designed to ensure it is relevant and essential for your students.
We provide a chapter-by-chapter breakdown of what is new for our returning adopters
later in this introduction. But here we introduce our three biggest changes to the book: the
addition of a new chapter on social media, a more thorough infusion of the IMC concept
throughout the text, and the integration of McGraw-Hill’s Connect system for enhancing
student learning.
The new chapter was born following much deliberation between Chris and Mike and
careful consultation with a team of expert reviewers. We wanted to know: Did social media
deserve its own chapter? Or should it be covered throughout the text where appropriate,
even though that means scattering coverage (under digital interactive, public relations, di-
rect response, etc)? Is social media important enough (as of 2013) to deserve extensive cover-
age? After going back and forth over several months and then considering the responses of
our panel, the consensus was—mixed. Some reviewers strongly supported a social media
chapter, whereas others believed coverage should be scattered throughout. The split was
exactly 50–50.
But a closer look uncovered broad areas of agreement. Reviewers were unanimous that
social media is important and deserves careful attention. They agreed that this generation of
students needs a thorough understanding of the role of social media in the IMC budget, and
should know how social media differ from other communications options. All reviewers
acknowledged they would like to see more coverage, and that they cover social media (or
want to do so) in their classes.
So we came to believe that giving the topic its own chapter is warranted. Digital in-
teractive advertising expenditures already exceed those of radio and out-of-home com-
bined. Moreover, Internet budgets are growing at a far greater pace than other media.
Within the category of digital interactive, social media and search are growing at far faster
rates than other forms (banner ads, e-mail, etc.). If expenditures are a sign of importance,
then social media is significant today, and will be more so tomorrow.
Perhaps most importantly, generalizations concerning effective use of other media types
do not always hold for social media. It really is a new way of engaging consumers. This is a
point we stress from the opening vignette on how Barack Obama’s campaign used traditional
and social media for very different purposes. We believe that your students will have a better
sense of the value, and the challenge, of social media by giving it it’s own coverage. We are
proud to be the first advertising and IMC text to cover social media this way.
The IMC concept moves front and center in this edition, eclipsing attention devoted to
traditional advertising for the first time. As with other texts, changing the focus from adver-
tising to IMC has been a gradual evolution, until now. Our adopters tell us that the broader
focus is the one they prefer, and we endorse that perspective. What does this mean for
you and your students? It means we encourage message creators to begin with an audience
and message in mind rather than a media platform. It means solving communica-
tions problems rather than working through advertising issues. It means stressing relation-
ship development rather than executing a sale. Advertising remains a uniquely powerful way
to address brand messaging, but not the only way, and sometimes not the best way. We’ve
viii
 The Preface ix

reoriented our text to better help you guide your students toward an audience-focused ap-
proach to brand communications. We think this reflects how companies think about their
messaging, and how you think about the topics your course should cover.
McGraw-Hill’s Connect system, for educators who’ve not used it in the past, is an amaz-
ing online platform for enriching your students’ learning. Created by the authors of the text,
the Connect exercises bring advertising and IMC practice alive and help reinforce key learn-
ing objectives from the text. Instructors can assign students a variety of exercises that include
case studies, video cases, and concept reinforcement. The experience is completely customiz-
able, so that instructors can use as much or as little of the Connect content as they wish. The
exercises can be done strictly for student study or set up as online homework. Instructors can
even add their own exercises to the ones created by the authors.
Best of all, Connect will scale easily to the size of your class. One of us (Weigold) regu-
larly teaches advertising and IMC to over 200 students a semester. Connect makes it easy to
give regular out-of-class assignments to large classes and have student performance evaluated
and downloaded into an instructor grade book automatically. Reaching large numbers of
students in an engaging and exciting way has never been easier. We think that you and your
students will love having this resource.
As always, we want to know what you think. Visit our Facebook page (www.facebook.
com/adv.imc) for teaching tips and resources. And drop us a line about what you like and
don’t like. Write Mike at mweigold@gmail.com, and write to Chris at carens@gmail.com.
We’d love to hear from you.

The Audience Every one of us exists as a member of the target audience for thousands of brands. That alone
would make the study of advertising and IMC worthwhile. In addition, at some point in
for This Book their lives, most people will probably become creators of advertising—whether they design a
flier for a school car wash, write a classified ad for a garage sale, post a YouTube message ad-
vocating for a cause or idea, create a LinkedIn profile for professional advancement, or de-
velop a whole campaign for some business, charitable event, or political cause.
That makes the study of IMC and advertising more important today than ever before,
not only for students of business or journalism—who may be contemplating a career in the
field—but also for students of sociology, psychology, political science, economics, history,
language, science, or the arts. Many of these people will become users of advertising; all will
be lifetime consumers of it.
The study of IMC gives students, regardless of their major field of study, valuable tools
to use in any subsequent profession. It teaches them to think and plan strategically; gather
and analyze research data; compute and evaluate alternative courses of action; cooperate with
a team in developing creative solutions; analyze competitive proposals; understand why peo-
ple behave the way they do; express themselves and their ideas with clarity and simplicity;
defend their point of view with others; appreciate and assess the quality of different creative
endeavors; and use powerful ideas to speak with knowledge, confidence, and conviction.
In addition, students of business, journalism, and communications gain several specific
benefits. By studying IMC, they will learn to
■ Understand the real economic, social, and cultural role of advertising and, conversely,
the impact of a society’s values on advertising.
■ Realize how advertising supports journalism and relates to the whole field of
communications.
■ Appreciate the global effect of IMC on business, industry, and national economies.
■ Comprehend the strategic function of IMC within the broader context of business and
marketing.
■ Evaluate and appreciate the impressive artistic creativity and technical expertise
required in IMC.
■ Discover what people in advertising and related disciplines do, how they do it, and
what the expanding career opportunities in these fields now offer.
x The Preface
Student-Oriented
Features for the
Twenty-First Century
Award-Winning
Graphic Design
Chapter-Opening Vignettes
Extensive Illustration Program
Full-Color Portfolios
Ad Lab
Our mission in Contemporary Advertising and Integrated Marketing Communications con-
tinues to be presenting advertising as it is actually practiced. Now, as we introduce the
14th edition, our purpose remains the same. We also believe advertising and IMC should
be taught in an intelligible manner and lively style relevant to college and university stu-
dents of the 21st century.
Among the many benefits this text brings to instructors and students of IMC are an elegant,
coffee-table-book feel and award-winning graphic design—an important feature for a book that
professes to educate students about the aesthetics of advertising design and production. The
open, airy look—reinforced by the book’s high-quality, clay-coated paper stock—contributes to
learning by making the text material colorful, inviting, and accessible to students. Throughout
the book, chapter overviews, chapter learning objectives, and key terms printed in boldface type
all work together to make the text material as reader-friendly as possible. And our new publica-
tion format, unbound, means this text is one of the most affordable you can offer your students.
To capture and hold student interest, each chapter begins not with a case but with a story.
Each vignette depicts an actual situation that illustrates a basic concept. Wherever possi-
ble, the opening story is then woven throughout the chapter to demonstrate how text-
book concepts actually come to life in real-world situations. For example, throughout
Chapter 1, we examine how the campaign of President Barack Obama changed the
way advertising is practiced. In Chapter 4, the story of McDonald’s advertising is comple-
mented with numerous examples that range from global to local. In Chapter 6, we use the
incredible success story of Old Spice’s “The man your man could smell like” to illustrate
the importance of creativity and strategic thinking in marketing and advertising planning.
And in Chapter 10, we’ve wrapped the whole subject of creativity and the creative process
around the way Target uses creative, quirky, unexpected advertising to add value to its
retail locations and offerings.
The best way to teach is to set a good example. So each of the 19 chapters features beautiful
full-color illustrations of recent award-winning ads, commercials, and campaigns that dem-
onstrate the best in the business. In fact, Contemporary Advertising and Integrated Marketing
Communications is one of the most heavily illustrated textbooks on the market, with all the
major media represented—print, electronic, digital, social, and out-of-home—in a balanced
manner. We carefully selected the examples and illustrations for both their quality and their
relevance to students. Nearly half of the ads are new to this edition.
Furthermore, we feature a mix of local, national, and international ads from both
business-to-business and consumer campaigns. In-depth captions tell the stories behind
many of the ads and explain how the ads demonstrate the concepts discussed in the text.
The book is liberally illustrated with models, charts, graphs, and tables. Some of these
encapsulate useful information on advertising concepts or the advertising industry. Others
depict the processes employed in account management, research, account planning, media
planning, and production.
In addition to the individual print ads and actual frames from TV commercials, the book
contains several multipage portfolios of outstanding creative work. These include “Strategic
Use of the Creative Mix,” “Outstanding Magazine Ads,” “Advertising on the Internet,” “Cor-
porate Advertising,” and others. Accompanying captions and questions tie the ads to topics
germane to the chapter in which they appear.
Active participation enhances learning, so Ad Labs play a significant role in virtually every
chapter. These unique sidebars to the world of advertising introduce students to topics of
current interest or controversy and then involve them in the subject by posing questions that
stimulate critical thinking. Some of the many topics presented in Ad Labs include govern-
ment regulation, bottom-up marketing, creativity, the psychological impact of color, advertis-
ing on the Internet, “green” advertising, sales promotion, and direct-response advertising.
 The Preface xi

Ethical Issues Students face new and challenging ethical issues, and they need to exercise even greater sensi-
tivity than their 20th-century counterparts. Therefore, in every chapter of the book, we intro-
duce a current ethical issue—to focus attention on the most critical social questions facing
marketers today. These include the debate over puffery, marketing to children, comparative
advertising, the targeting of ethnic minorities, consumer profiling, privacy, negative political
advertising, visual and statistical manipulation, and others.

My IMC Campaign For instructors who offer students semester-long projects as a way of getting their hands dirty,
we’ve included this valuable resource. In each chapter students receive practical advice on
developing a real campaign, culminating with tips on developing a plans book and a client
presentation.

People behind the Ads Behind the thousands of ads we see and hear are real human beings—the writers, designers,
programmers, executives, and media specialists. In the final analysis, the marketing commu-
nications industry is more than a collection of concepts, processes, and activities. It is an in-
dustry of people, some of the smartest, most creative, and most interesting people in the
world. Your students will meet some of the most interesting right here, many offering insights
provided uniquely for this text.

Additional Learning Aids Each chapter concludes with a summary followed by questions for review and discussion.
These pedagogical aids are designed to help students review chapter contents and assimilate
what they have learned. Throughout the text, key ideas and terms are highlighted with bold-
face type and defined when introduced. The definitions of all these terms are collected at the
end of the book in a thorough and extensive glossary.

The Advertising True to the text’s agency approach, the 14th edition of Contemporary Advertising and Inte-
grated Marketing Communications continues hands-on application exercises that place stu-
Experience Exercises dents in the advertisers’ shoes to help them see how advertising is done in the real world.
Effective as outside assignments or in-class discussion starters, the Advertising Experience
allows students to effectively apply their knowledge of each chapter.
Many exercises also require students to access the Web and perform research on questions
relevant to the chapter topic.
My IMC Campaign is a chapter-by-chapter guide for students enrolled in classes that
involve semester-long campaign projects. From our conversations with dozens of professors,
we know that semester-long projects are a major component of many advertising and IMC
courses. These projects help students gain their first experience with the practice of marketing
communications. We applaud instructors who make the effort to offer their students this
opportunity, and we are proud to provide a chapter-by-chapter project guide.
The My IMC Campaign feature offers students practical advice for developing their proj-
ects. The advice ranges from frameworks for developing creative strategy, media plans, and situ-
ation analyses, to practical tips on using collaborative software, developing presentations, and
working in teams. We believe professors who incorporate team projects in their classes will find
this new feature greatly assists their efforts to give students real-world experience in advertising.
The 14th edition continues our exciting partnership with AdForum. Instructors who
choose to incorporate AdForum in their classes will gain access, both for themselves and for
their students, to a database of tens of thousands of advertisements from around the world.
With AdForum, adopters and their students are no longer restricted to print examples.
Instead, this feature brings alive the exciting world of video and digital ads, including thou-
sands honored in international competitions such as Cannes, for viewing and analysis.
Bringing thousands of ads to student desktops is a worthy goal in itself. However, we in-
tend our AdForum feature to be more than just a showcase for outstanding commercial work.
We do this by incorporating in each chapter relevant exercises that students can complete to
enhance their understanding of advertising. So, for example, in Chapter 4, students can as-
sume the role of a brand manager evaluating the work of several ad agencies. And in Chapter 2,
xii The Preface

they can assess the historical changes in television advertising by tracking the evolution of
Coke ads. Students gain access to this database of ads by purchasing online premium content.
We also continue our Facebook site for adopters. Here instructors can find regular posts
on teaching tools, breaking news, and the latest trends in IMC. Instructors can post for one
another, access our video collection, and ensure they have the most recent, relevant, and im-
portant information about the topics they teach. You can also find the authors there. Let us
know your thoughts and opinions, and tell us what we can do to make the book better for
you and your students. You can find us on Facebook at www.facebook.com/ADV.IMC.
This edition deepens our commitment to our IMC core. The need to consider advertis-
ing within an IMC framework is no longer debated in either industry or academia. The focus
on the message receiver, as compared to the message creator, has improved the practice of
marketing communications. While advertising remains an important part of the book, we give
greater coverage to other promotional elements. You will find that in choosing between the
words advertising versus IMC, we emphasize the former when the practices we describe are
largely those of advertising agencies. When practices are used across broader or more inte-
grated messaging platforms, we use IMC. Some marketers may still pine for the days of com-
plete control over brand messages (if such days ever truly existed) but savvy organizations have
embraced the new world of “conversations” with customers. In a recent Ad Age article, writer
Jack Neff noted that “Managing a brand has always been a slightly odd concept, given that
consumers are the real arbiters of brand meaning, and it’s become increasingly outmoded in
today’s two-way world.” Neff writes that companies such as P&G and Unilever are going so far
as to rename brand managers “brand advocates.” He predicts that advocates will be “more
consumer-centric,” “nimbler,” and “more real-time-oriented” than today’s brand manager.

For the Professor:
The 14th Edition Has
Been Strategically
Revised
Our continuing goal has been to bring clarity to the often-murky subject of advertising.
Our method has been to personally involve students as much as possible in the practical
experiences of advertising, while simultaneously giving them a clear understanding of ad-
vertising’s dynamic role in both marketing management and the human communication
process. In the pursuit of this objective, we have included numerous modifications and
improvements in the 14th edition of Contemporary Advertising and Integrated Marketing
Communications.

Current and Concise As with every new edition, our first effort was to update all statistics and tables and to document
the most recent academic and professional source material to give Contemporary Advertising and
Integrated Marketing Communications the most current and relevant compendium of academic
and trade citations in the field. We’ve referenced important recent research on topics ranging
from the effects of advertising and sales promotion on brand building to relationship marketing,
integrated communications, and Internet advertising. And, where appropriate, we’ve redesigned
the building-block models that facilitate student comprehension of the often-complex processes
involved in human communication, consumer behavior, marketing research, and IMC.
In recent editions, thanks to recommendations from our academic reviewers, we added
new material to bring a clearer theoretical structure to the book. For example, in Part One, we
introduce the principles of free-enterprise economics and then show how these principles have
affected the evolution of modern advertising from a 19th-century American phenomenon to an
accepted global practice in the 21st century. This framework creates the underpinning for our
discussion of the social and regulatory aspects of advertising, as well as our examination of how
the business of advertising has evolved from local, to national, to global. In Parts Two and Five,
contemporary theories of marketing and communication create the framework for our discus-
sion of advertising’s role in marketing and integrated marketing communications. This then
evolves to a theory of creative excellence in Part Three. And in Part Four, all these theories come
together as advertisers search for the most economically efficient communication media to cre-
ate effective marketing relationships with customers and other stakeholders.
Second, we have prudently governed the length of the text material. The illustrations,
graphics, sidebar information, and overall design are all aimed at keeping the text open, airy,
 The Preface xiii

and inviting while sharpening clarity—the hallmark of Contemporary Advertising and Inte-
grated Marketing Communications.
Compared to the true length of other comprehensive course books, Contemporary Adver-
tising and Integrated Marketing Communications is one of the most concise texts in the field.

Fresh, Contemporary, For the 14th edition, we added many new, real-world examples, selected for their currency
and their relevance to students. Likewise, many of the chapter-opening stories are new, such
Relevant Examples as the advertising success stories of Netflix, Apple, Old Spice, and Electronic Arts. Others
document marketing or communication misfires such as the Tiger Woods fiasco. All of the
full-color portfolios have been updated, expanded, or replaced with more recent examples
and all of the Ad Labs and Ethical Issues have been updated and edited for currency and
accuracy.

Global Orientation In light of the increasing globalization of business, we introduce the subject of global adver-
tising early in the book in Chapter 4, “The Scope of Advertising: From Local to Global.”
Integrated Throughout We’ve also added more examples of international advertising throughout the book. All the
international data have been extensively revised and updated to reflect the increased impor-
tance of advertising in the new economic and marketing realities of Europe.

Focus on Integrated
Marketing Communications
One result of exploding technology, and consequent market fragmentation, has been the
growing realization by major advertisers and agencies of the importance of relationship mar-
keting and integrated marketing communications. In response to this we have woven the
IMC perspective throughout the text. Compared to earlier editions of the book, there is
much more discussion of the role and importance of IMC in Chapter 1; next, in Part Two,
we explain its impact on marketing, advertising, and media planning; and then, in Part Four,
we show how each of the major media contribute to the IMC process. Finally, we focus all of
Part Five on how companies build relationships by integrating their market communication
tools. Throughout, we cite the most recent important research on the topic.

CASE STUDY: Epilogue: So that students can see how many of the principles taught in the text come together in the
real world, we have included an updated Epilogue, immediately following Chapter 19, on the
Repositioning a Brand complete story behind the highly successful “Priceless” branding campaign for MasterCard,
created by McCann-Erickson Worldwide in New York. We are greatly indebted to both
McCann-Erickson and MasterCard for authorizing us to share the details of this interesting,
student-relevant campaign and for the tremendous assistance they gave us in the creation of
this outstanding Epilogue.

Local and Business-to- Throughout the book, Contemporary Advertising and Integrated Marketing Communications
addresses the needs of both small and large consumer and business-to-business advertisers
Business Advertising with its many examples, case histories, Ad Labs, and advertisements. Moreover, this is one of
Coverage the few texts to devote adequate attention to the needs of the small retail advertiser by dis-
cussing how local advertisers can integrate their marketing communications.

McGraw Hill Connect New to the 14th edition is Connect, a powerful online program for offering homework,
practice, exams and quizzes to your students. Whether through concept matching, concept
application in video cases, or traditional multiple choice questions, your students will find
their readings immediately reinforced. And you the instructor will have a customized and
easy way to monitor their learning and progress.

Highlights of This Revision
Each chapter of Contemporary Advertising and Integrated Marketing Communications has been
thoroughly updated to reflect the most recent trends, facts, and statistics available. We have
created several new chapter-opening vignettes for this edition and have rewritten significant
portions of the remaining vignettes to ensure they are up-to-date and current. As with previ-
ous editions, many of these vignettes are referenced within their corresponding chapters and
in chapter-concluding review questions.
xiv The Preface

Chapter 1, “Advertising Today”

We’ve elaborated on the revolutionary campaign tactics employed by Barack Obama’s cam-
paign in his effort to become president of the United States. The campaign used a sophisti-
cated mix of old and new media and a disciplined focus on a simple message to make history.
The chapter provides a more extensive introduction to IMC than was available in earlier
editions. The goal is to familiarize students with the meaning and importance of IMC from
the start.

Chapter 2, “The Big Picture: The Evolution of IMC”

This chapter has long featured Coke as a way to illustrate the history of advertising. Our
discussion is updated to reflect Coke’s most recent IMC efforts promoting environmental
awareness and the plight of real polar bears. We’ve also expanded our definition and discus-
sion of branding, and the importance of brands to marketers.

Chapter 3, “The Big Picture: Economic

and Regulatory Aspects”
The opener is updated to include information about Tiger Woods and his difficulties as a
spokesperson. The history timeline includes new milestones, including the founding of
Google and Facebook. These developments are more fully explored in the text as well. The
history discussion is also updated to include the recent economic recession and its impact on
IMC. Industry statistics are updated throughout. Finally, a new ethics box presents a recent
court ruling on the relationship of the First Amendment and commercial speech.

Chapter 4, “The Scope of Advertising:

From Local to Global”
The chapter updates the McDonald’s vignette. Our “My IMC Campaign” box helps students
familiarize themselves with their semester client. The AdForum exercise for Chapter 4 puts
students in the role of advertising manager at a fast-food company. Their challenge is to hire
one of McDonald’s former agencies based on commercial samples. A wealth of industry sta-
tistics are updated throughout.

Chapter 5, “Marketing and Consumer Behavior: The

Foundations of Advertising”
The chapter opens with a new vignette that serves as a tribute to the late Steve Jobs and to
one of the great ad campaigns of all time. The “My IMC Campaign” box focuses, as does the
chapter, on understanding consumer responses to advertising. The AdForum exercise helps
consolidate student understanding of consumer needs, product utility, perceptual screens,
and the ELM. Substantially improved coverage of important consumer responses, including
operant learning, classical conditioning, and social cognitive learning, is also included.

Chapter 6, “Market Segmentation and the Marketing Mix:

Determinants of Advertising Strategy”
We introduce another new opening vignette, this one featuring the spectacular “The man
your man could smell like” campaign for Old Spice. Students love these ads, and those inter-
ested in IMC will love the impressive results of the campaign.
Information on market segmentation was reorganized and edited to make it more
student-friendly. The “My IMC Campaign” box helps students better understand how and
why they should assist their clients in segmenting the consumer audience. This focus is also
extended to the AdForum exercise, which asks students to evaluate the demographics, personal
 The Preface xv

processes, nonpersonal processes, and perceptual screens of the audiences for a variety of ads.
A new ethics box on “The youngest target market” reviews campaigns directed at children
under 5 years of age.

Chapter 7, “Research: Gathering Information

for Advertising Planning”
The “My IMC Campaign” box focuses, naturally, on research. Students are directed to some
practical Web tutorials on secondary, qualitative, and quantitative research methods. The
AdForum exercise in this chapter directs students to secondary research on the Internet. After
digesting the secondary research, students are asked to think about some strategic decisions
related to two social problems: binge drinking and domestic violence. Finally, students can
compare their own ideas with those of professionals at the AdForum site.

Chapter 8, “Marketing and IMC Planning”

The Mountain Dew vignette is updated to the present day. The IMC discussion is stream-
lined to provide greater emphasis on planning. Information about relationship marketing
and definitions of IMC have been moved to Chapter 1 in the text, giving this chapter
greater focus. The chapter also includes three different “My IMC Campaign” boxes. The
first offers students guidelines for developing their situation analysis. The second gives prac-
tical tips for creating a SWOT analysis. Finally, the third box includes points on developing
advertising objectives. The AdForum exercise examines the famous exchange between Apple
and Microsoft over their respective operating systems. Students are asked to consider the
effectiveness of the ads and evaluate the brand positioning attempted by the campaigns. A
new marketing star, Samantha Avivi, brand manager for Kimberly-Clark, is introduced in
the People behind the Ads feature.

Chapter 9, “Planning Media Strategy:

Disseminating the Message”
Examples are updated throughout to offer the most contemporary demonstrations of inno-
vative media use. The “My IMC Campaign” box for Chapter 9 explains the process of de-
veloping media objectives and strategies. And the chapter’s AdForum exercise asks students
to review Cannes winners with respect to the media objectives and strategy that informed
the campaigns.

Chapter 10, “Creative Strategy and

the Creative Process”
After many years of using the terms relevance and resonance for great ads, we’ve changed the
latter term to impact. What is lost in alliteration, we hope, is gained in clarity for students of
creative. The vignette updates the innovative advertising of retail giant Target. Through the use
of clever and creative messages, Target is able to differentiate itself from its discount competi-
tors. References to Target advertising are then woven throughout the chapter to help bring
abstract creative concepts to life. The section formally titled “Writing for the Internet” is now
substantially expanded and titled “Writing for Web sites and Social Media. The “My IMC
Campaign” box for this chapter focuses on developing and using the creative brief, a crucial
step in developing great ads. Finally, the AdForum exercise asks students to “reverse engineer”
three ads by viewing the ads and then developing components of a creative brief for each.

Chapter 11, “Creative Execution:

Art and Copy”
New information gives greater focus on the execution in Web design. The AdForum exercise
asks students to identify the creative techniques used behind both print and broadcast ads.
xvi The Preface

Chapter 12, “Print, Electronic, and

Digital Media Production”
We’ve significantly streamlined and simplified this chapter. Many reviewers suggested that
the details from earlier editions were not useful. In addition, the move to digital printing has
made traditional methods less relevant for today’s student.
The chapter’s “My IMC Campaign” box directs students to easy-to-use software
programs that can help with creative production. Armed with these programs, students can
do basic print and video editing and production. Better yet, most of the programs are free.
Students should enjoy this chapter’s AdForum exercise in which they serve as judges for
creative work honored at the Cannes Festival.

Chapter 13, “Using Print Media”

The many statistics of the chapter are updated throughout. Our first two “My IMC Cam-
paign” boxes offer suggestions on the pros and cons of magazines and newspapers, respec-
tively. The third offers integrated counsel on planning and evaluating print media. In our
AdForum exercise, students examine print ads in order to judge (a) characteristics of each ad’s
target audience, and (b) the appropriate venues for ad distribution.

Chapter 14, “Using Electronic Media:

Television and Radio”
Language throughout the chapter was simplified to make it more student-friendly and acces-
sible. The opening Hyundai vignette for this chapter focuses on the success a brand can
achieve by being the first to market with innovative offerings. It is especially poignant as it
highlights a success story in an otherwise downtrodden time for automobile manufacturers.
The “My IMC Campaign” box gives students helpful guidance in planning and buying tele-
vision and radio. The AdForum exercise returns to the brand featured in the vignette, Hyun-
dai. Students will review Hyundai ads and then decide on programming that fits with
audience and marketing objectives.

Chapter 15, “Using Digital Interactive Media”

Our digital media chapter opens with a vignette on how IKEA has brought the experience of
their retail stores into a digital environment. We highlight many different forms of digital
media. As a part of the growing digital landscape we have made mention of social media in the
digital chapter, but have dedicated an entire chapter to the exploration of how social media are
changing our IMC lives. Readers will find the latest statistics and updates on every aspect of
digital media. In addition, almost every ad has been replaced with new examples. The “My
IMC Campaign” box directs students toward effectively using online media for their clients.

Chapter 16, “Using Out-of-Home, Exhibitive,

and Supplementary Media”
The opening vignette in this chapter highlights some more recent and successful OOH cam-
paigns. The chapter opener focuses on a cult brand that has engaged its loyalists. The vignette
offers a great way to show students how customer participation can perform wonders for a
brand. Most important, we highlight the creative aspects of OOH and emphasize what it
brings to the marketing mix. We’ve also updated the artwork throughout to reinforce this focus.

Chapter 17, “Introducing Social Media”

With the addition of this chapter, Contemporary Advertising and Integrated Marketing
Communications becomes the first comprehensive advertising textbook to highlight the fast-
est growing medium ever. The chapter provides a generous overview of the various ways in
which social media have changed the way we connect, discover, create, consume, and share
 The Preface xvii

content in our lives, and how brands operate within the various spaces. The “My IMC Cam-
paign” feature offers insight into how brands adopt social media and the value exchange be-
tween brand and customer. We’ve included artwork that best portrays the ideas and methods
that we are trying to communicate.

Chapter 18, “Relationship Building: Direct Marketing,

Personal Selling, and Sales Promotion”
Our “My IMC Campaign” feature offers students advice on constructing one important ele-
ment that culminates their semester-long project: the plans book. The coverage of direct mail
is shortened and focused in comparison to the previous edition.

Chapter 19, “Relationship Building: Public Relations,

Sponsorship, and Corporate Advertising”
A new opener discusses the public relations challenges faced by Netflix, and a new Ethics box
focuses on how social media have challenged public relations practice. The “My IMC Cam-
paign” boxes focus on tips for effective corporate blogging and the culmination of the semes-
ter-long project, the client presentation.

Supplementary While the text itself is a complete introduction to the field of advertising, it is accompanied
by a number of valuable supplemental materials designed to assist the instructor.
Materials
McGraw-Hill Connect Available for the first time in this edition is McGraw-Hill’s Connect online learning platform,
designed exclusively for the text by the authors. Featuring case studies, video cases, and exer-
cises, Connect brings the concepts and practices of Contemporary Advertising and Integrated
Marketing Communications alive for your students. Simple and easy to use, whether you teach a
class of 10 or 500, Connect helps you engage your students in advertising like never before.

Instructor’s Manual In the previous edition, we expanded the Instructor’s Manual to include a wealth of new
material and suggestions for classroom lectures and discussions. It includes a lecture outline
for each chapter; answers to all discussion questions, including the end-of-chapter Internet
exercises, suggested workshops, projects, and debates; and additional material for reading or
project assignments.

Video Supplements To illustrate how the principles discussed in the text have actually been applied in business, the
book is supplemented by several special video programs and a video instructor’s guide. One video
was produced exclusively for Contemporary Advertising and Integrated Marketing Communications
by the authors for instructors’ use in the classroom. It includes a wide variety of domestic and
international commercials specially referenced with voice-over introductions to specific chapters.
This video is text-specific in subject matter and also includes many of the commercials discussed
in the text—such as the MasterCard campaign from the Epilogue, the Got Milk? campaign dis-
cussed in Chapter 14, and the Toyota Prius spot from Chapter 12, to mention just a few.
The second video was produced by the Advertising Educational Foundation, to which
we express our deep gratitude and appreciation. It includes a behind-the-scenes look at adver-
tising research at work. The video, titled “Good-bye Guesswork: How Research Guides To-
day’s Advertisers,” includes case studies for V8 Juice, Maidenform, and AT&T’s “800”
Service, and shows how research is used to develop new ads, to refine ad campaigns, to decide
the best place to advertise, and to evaluate current ads.
We have retained a series of video case studies. The first video follows the development
of an advertising campaign for the Tumbleweed restaurant chain. The second features the
work of Doe Anderson on a full campaign promoting Kentucky tourism. The value of the
client–agency partnership continues to be demonstrated in a video on Holiday Inn Express
xviii The Preface

and the work done for them by Fallon Worldwide. The videos are presented in a way that
makes them easy to use in class for comparison and contrast discussions.
Offered at no charge to adopters of Contemporary Advertising and Integrated Marketing
Communications, these various video supplements are designed to help the instructor teach
real-world decision making and demonstrate some of the best current examples of television
advertising from around the world.

Test Bank An extensive array of objective test questions prepared by the authors was carefully designed
to provide a fair, structured program of evaluation. Professors may access this resource online
through the book’s Web site and PageOut, our course Web site builder.

Internet Web Site Complementing the 14th edition is an Internet Web site, www.mhhe.com/arens14e. For in-
structors, we have downloadable supplements and a link to McGraw-Hill’s PageOut. For
students, there are self-checking quizzes, advertising career resources, and video clips from
our video package. Students and instructors can also find links to our Facebook pages and to
the AdForum Exercieses.

Uses for This Text
Contemporary Advertising and Integrated Marketing Communications was written for under-
graduate students in liberal arts, journalism, mass communication, and business schools.
However, because of its practical, hands-on approach, depth of coverage, and marketing
management emphasis, it is also widely used in independent schools, university extension
courses, and courses on advertising management. The wealth of award-winning advertise-
ments also makes it a resource guide to the best work in the field for students in art and
graphic design courses and for professionals in the field.
Many of the stories, materials, and techniques included in this text come from the au-
thors’ personal experiences in marketing communications and in higher education. Others
come from the experiences of friends and colleagues in the business. We believe this book will
be a valuable resource guide, not only in the study of advertising but later in the practice of it
as well. In all cases, we hope readers will experience the feel and the humanness of the adver-
tising world—whether they intend to become professionals in the business, to work with
practitioners, or simply to become more sophisticated consumers.
Our goal with each new edition is to produce a finer book. We think instructors and
students alike will approve of many of the changes we’ve made to this one. We would love to
hear from you—what you like, what you don’t, what we should look to add in the future.
E-mail Mike Weigold at mweigold@gmail.com.
Michael F. Weigold

Christian Arens
our thanks

I would like to thank all of the wonderful people at Fallon Worldwide who
agreed to be interviewed for the video that accompanies this text, especially Fred Senn,
Michael Buchner, Ritchie Emslie, and Joel Rodriguez. Thanks also to Rosemary Aben-
droth and Brenna Brelie for their incredible assistance and patience setting up our visit. I
am grateful to Verchele Wiggins and Steve Ekdahl of InterContinental Hotels Group for
their insightful observations about Holiday Inn Express advertising. My thanks to the
video’s producer and editor, Rick Armstrong, for his patience and encouragement
throughout the process.
We are grateful to all of the individuals who serve as the focus of our People behind
the Ads feature. I am especially grateful to Alex Bogusky, Ken Cervantes, Tara Lamberson,
Cliff Marks, Samantha Avivi, John Posey, Jon Steel, and Tere and Joe Zubi for the extra
time and energy that they spent sharing their thoughts about their advertising and mar-
keting careers.
This edition benefited from the abilities and efforts of some great people at McGraw-
Hill/Irwin. Sean Pankuch and Gabriela Gonzalez served as the Developmental Editors of the
text. The book benefited greatly from their skills. Sankha Basu was our Senior Sponsoring
Editor and brought energy and lots of great ideas for the new edition. I am also grateful to
our Marketing Manager Donielle Xu, and our Senior Project Manager, Dana Pauley. Thanks
are also due to Jen Blankenship, our wonderful photo researcher.
I am appreciative to my department chair, John Sutherland, and to my wonderful col-
leagues in the Department of Advertising at the University of Florida, for their support and
encouragement and for making Florida a special place to work. Go Gators!
My coauthor Chris Arens brings an enormous wealth of knowledge to this book as a
working professional and enormous talent as a book author. It is a privilege to work with him.
Finally, thanks to Debbie Treise for her support, encouragement, and love.
M. F. W.

This edition proved to be difficult. Between moving my family to a new city, changing jobs,
and facing the demands of a growing family, it proved to be a trying endeavor. The comple-
tion of this edition, with the struggles we encountered, however, has proved to be a source of
pride. With all that was going on in my life, this book certainly couldn’t have been completed
on my own, and I must thank those who worked hard to make it that much easier. With an
all new editorial team it was really helpful to have a project manager who carried over from
the past. Thank you, Dana Pauley, for being a constant in a sea of change.
Thanks to Jennifer Blankenship, who somehow got the world’s biggest brands to give us
the right to use their ads, no small task.
Thanks also Sankha and Sean—corralling me is no easy charge.
To my business partners, John, Cory, Jim, Jason, Michelle, John, and Ariel, thanks for
understanding, for believing in me, and for wanting to have me around!
To my family, who encourage me to be the best I can be and who continue to be proud
of me, please don’t ever stop making me feel loved.

xix
xx Our Thanks

Lastly, and most importantly, to my wife, Meghan, and my sons, Jonah and Eli, thank
you for loving me, playing with me, and giving me the time to accomplish this. I know it has
been hard, and I can’t begin to express my gratitude. For making me smile and laugh, for
filling me with pride and joy, I couldn’t be happier!
C. E. A.
Take a look inside Contemporary
Advertising and Integrated Marketing
Communications—an introduction to
advertising in the real world.

Contemporary Advertising and

Chapter Openers
Integrated Marketing Communi-
Chapter Objectives provide a map of the chapter’s goals to
prepare students for learning the material. The accompany- cations is one of the best-selling
ing vignettes capture students’ interest and provide a real- advertising textbooks in the
world framework for the chapter’s concepts. The vignettes are
woven throughout the chapter to reinforce concepts and are
field. Known for its clear writ-
exciting examples of advertising in action. Featured products ing style and real-world ap-
include Toyota Prius, Target, McDonald’s, Apple’s iPhone3G, proach, this comprehensive
Hyundai Assurance, and Barack Obama’s first political
campaign. text shows how advertising
“gets done.”

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6
C HA PT E R
Market Segmentation and
the Marketing Mix:
Determinants of
Campaign Strategy

To describe how marketers use behavioral characteristics to cluster prospec-

tive customers into market segments. Because no product or service pleases
everybody, marketers need to select specific target markets that offer the
greatest sales potential. Thus, they can fine-tune their mix of product-related
elements (the four Ps), including IMC, to match the needs or wants of the
target market.

Learning Objectives
After studying this chapter, you will be able to:

LO6–1 Define market segmentation and describe its purposes.

LO6–2 Explain the target marketing process. T here’s a saying that getting old isn’t great,
but it beats the alternative. It’s true for peo-
ple and true for brands.  Later in this chapter
LO6–3 Show how IMC is used with the product element in marketing.
you’ll read about the product life cycle, which
LO6–4 Illustrate how IMC is used with the price element in marketing.
suggests that brands experience growth, devel-
LO6–5 Review how IMC is used with the place element in marketing. opment, maturity, and finally decline, in a
LO6–6 Discuss how IMC is used with the communication element in fashion that is akin to human aging.  Some
marketing. would argue that brands and people have some-
thing else in common, namely that isn’t always
better to be an old timer when there’s a new kid
in town. Case in point: Old Spice and Axe.
 Old Spice was first sold in the 1930s. Owned
by consumer giant Procter & Gamble (P&G),
Old Spice first became a consumer staple as a
men’s after-shave lotion. Later, as male consum-
ers showed interest in other grooming products,
including lotions and liquid soaps, Old Spice in-
troduced brand extensions to meet those de-
mands.  In 1983 P&G’s global arch rival,
Unilever, introduced Axe. As a younger product,
Axe had credibility in positioning itself as a sexy
alternative. While Old Spice ads over the years
have tended to be safe and conventional, Axe
has used provocative spots suggesting the simple
application of Axe makes men irresistible to
beautiful women.1  However implausible the
“irresistibility” appeal may seem, it’s worked. By
the 2000s, Axe established a healthy lead in
share of market. Perhaps this was because
young men may love their fathers, but they don’t
necessarily want to smell like them. Axe has
succeeded by appealing to young men forging
their own identity.  By 2010, Proctor & Gamble
had to consider whether to invest in a mature
brand or move on. It decided to assign the
challenge of reinvigorating Old Spice to one of
the world’s greatest agencies, Wieden & Ken-
nedy. W&K built its reputation by making Nike
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PeopleBEHIND
BEHIND the Ads
John Posey
Our feature individual in this chapter, John Posey, may look familiar.
Fans of the hit series 24 may remember him taking a bullet intended
for Jack Bauer. Or perhaps you caught John guest starring on other
popular shows, like E.R., Boston Legal, or Crossing Jordan.
It’s also possible you’ve seen or heard him in any of over 300
commercials, both on TV and radio. And if that were not enough to
keep John busy, this multitalented actor is also a screen writer and a
playwright who regularly tours the United States in an acclaimed one-
man play (to see all of the activities that John is involved with, visit his
Web site: www.johnposey.com).
John’s path to an acting career has taken several turns. He grad-
uated from college with an advertising degree and actually started
out on the agency side—working for several years as a copywriter,
especially for radio. Dismayed at the poor quality of some commer-
cial actors his agency worked with, he decided to switch careers and
take a shot at making a living in front of the camera (or microphone).
He wrote a play that won rave reviews, and he soon caught the at-
tention of TV producers anxious to take advantage of his gift for com-
edy. John headed for Hollywood with an offer to play the dad in the
then-new show, Full House only to find that the producers changed
their mind shortly after he arrived.
Armed with a better sense of how uncertain the Hollywood
scene is, John headed east and began doing commercials and cor-
porate videos, first in Atlanta, and eventually in New York. He re-
members his time in Atlanta especially fondly. “The commercial
budgets were smaller, so we did more freelancing,” he explained.
“Those shoots were a lot of fun to work on.”
Atlanta was a good place to start as an actor because working
in L.A. requires getting a union card. In Atlanta, John could hone his
craft in theater, commercials, and industrial training films. Life in Atlanta
was simpler too. “In Atlanta, I’d have one agent who would handle all
my bookings—commercials, voice-overs, corporate videos, whatever,”
People behind the Ads Boxes
Each box explores the stories and importance of
he explained. “Here in Los Angeles, different agents specialize in dif-
ferent projects. So I currently work with five different agents.”
We asked John what agencies and studios look for when cast-
leading figures in the world of advertising.
ing a commercial. “Different actors have different skills, and the ones
that you really need in commercials are unlike those needed for the
stage or TV work,” he observed. “The reason I work in so many com-
mercials is I’m dependable, and I find a way to bring my lines to life.
I know from studying advertising and working as a copywriter that the
star of a commercial is not the actor, it’s the brand. Commercials re-
ally require someone who can have a conversation with viewers,
who is natural and credible. Viewers want to see someone who is a
real person.”
We asked John if he had a favorite commercial that he had
worked on. “Yes,” he confided. I was hired to do a national spot for
American Express. This was back in 93 or 94. The idea was that
your purchases made with American Express were insured. In the
commercial, I am showing the actor who plays my son how to “feed”
VHS tape into a video recorder. Later, the son feeds the recorder oat-
meal, which, of course, ruins the equipment. The idea is that because
it was purchased with American Express you don’t have to worry
about getting it replaced.”
We asked why this one stuck out in his mind. “Well, we knew it
would run a lot, it was a big campaign. It was also a really well-done
spot and lots of people remember it.”
It is hard to think of everything in advance, as John’s experience
on the American Express commercial showed. “The big scene was
supposed to be when the recorder spits out oatmeal after I hit a but-
ton,” John recalls. “But they couldn’t quite figure out how to make that
happen. In one attempt, they set up a fan to blow the oatmeal out,
but it came flying out of the machine like it was blown by a propeller.
I’m pretty sure it would have injured someone if they had been stand-
ing in front of it.” The solution? “The director just put a guy behind the
machine and he pushed the oatmeal out with his hands” Sometimes
low technology really is the way to go!
Listening to John describe his life now, one can’t help but be im-
pressed with the variety of creative projects that take up his time. “I
almost never turn down a commercial or voice-over opportunity,” he
said, “but I’m involved in a lot of things. I’ve begun writing a couple
of feature films that are close to the production stage. I seem to be
becoming the go-to guy for sports stories. I’m also continuing to act in
plays and helping coach my son’s baseball team.”
John is actually a dad to three sons, one of whom is following in
dad’s footsteps. “My son Tyler is the real actor in the house,” he
proudly says. If you’ve seen the Jennifer Lopez film Maid in Manhattan,
you know Tyler Posey. He played JLo’s son.
After talking with this friendly and remarkable man for a while,
we could not fail to be impressed with the incredible range of cre-
ative activities that he has been involved with. John laughed and
said, “There are always new challenges and every day is different. It
can even lead to just a tiny bit of trouble.” Curious, we asked him to
explain. “Well, I was watching TV once and I was a guest star on
Perry Mason. In the big courtroom scene Raymond Burr is arguing my
case before a jury. Then, when they cut to a commercial, I show up
in a Budweiser ad. Probably not what the advertiser had in mind!”

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PeopleBEHIND
BEHIND the Ads PeopleBEHIND
BEHIND the Ads
Linda Johnson Rice, President and CEO, Johnson Publishing Company Joe Uva, CEO, Univision

Quick, name two African American women who run successful media
empires and hail from Chicago.
Did you mention Oprah? Great. How about the other woman?
Need some clues?
She’s been named one of the Top 10 Women in Media and
one of the 100 Most Influential Women. Her business is one of the
Top 500 Women-Owned Businesses in the United States. Still not
ringing a bell?
Well, according to The Wall Street Journal, you’ll often find her
eating lunch in booth 14 at Gibson’s Steakhouse in downtown
Chicago, a restaurant also frequented by Kareem Abdul-Jabbar,
Vince Vaughn, and Billy Joel.
G ?
Ebony in 1945 with no other magazines that he could even look to
for guidance. He was just determined to bring out a magazine that
was going to celebrate African American men and women and, by
God, he did.”
John Johnson hoped that his business would not only live on after
his passing, but stay in the family. Fortunately, even as a young child,
Linda had an interest in the publishing world. She frequently traveled
directly from grade school to to the company’s headquarters. She told
the USC Trojan Family Magazine that Johnson Publishing was “a gi-
ant babysitter.” Recognizing his daughter’s talent, John Johnson was
careful to groom her as the company’s heir. Young Linda was fre-
quently allowed to sit in on editors’ meetings and offer her opinions
on magazine covers.
In 2002 Johnson Rice started in corporate management at John-
son Publishing. Her arrival gave her the chance to gain valuable ex-
perience working with her father. When John Johnson passed away
in 2005, Johnson Rice assumed the role of leader and CEO. Using
a management style that she refers to as participative, Linda dedi-
cated herself to bringing Ebony and Jet firmly into the 21st century.
Today the two magazines have a combined reach of nearly half of
all black households and advertising sales in the hundreds of millions
of dollars.
Although Johnson Rice’s entry into the publishing business defi-
nitely benefited from family connections, there is little doubt about her
abilities. She entered management at the company in 2002, a year
in which advertising spending in the United States plummeted. At the
same time, Johnson Publishing found itself competing with new, edg-
ier titles designed to serve black readers. But Johnson Rice’s steady
hand and confident management style continued the company’s prof-
itability and, just as important, its independence.
Now, with spending on the upsurge again and several years of
seasoning, Rice is expanding her empire, capitalizing on the value of
her iconic brands. She’s licensed the Ebony brand name to American
Greetings for a line of cards, and even has a home décor line and a
furniture company. Johnson Rice also oversees a thriving cosmetics
business.
It takes vision, energy, smarts, and drive to build a successful
Did you know you can watch desperate housewives on Univision?
No, not the ABC show, Desperate Housewives, but the Argentinean
export Amas de Casa Desesperads, filmed in Argentina.
CEO Joe Uva’s embrace of innovative programming like that is
part of the reason that Univision is hot. It also doesn’t hurt that Univi-
sion is the dominant Spanish-language network in the United States.
Big marketers need no convincing; they are spending heavily on
Spanish language media like Univision.
Making sure that Univision builds on its enormous potential takes
a special leader. And with a résumé that includes titles like Executive
VP of Sales at CNN, President of Sales at Turner Entertainment, and
President and Chief Executive Officer of OMD Worldwide, an Omni-
com agency, Uva seems to be a perfect fit for the job.
With humble origins as a Spanish-language TV station in San
Antonio, Univision is now present on every big cable system in the
United States. Like any network, Univision needs content. Some i
produced by local affiliates, including news and programming. Many
popular shows come from Grupo Televisa, a Mexican production
company. But, as Amas de Casa Desesperads demonstrates, Univ
sion looks for quality shows throughout Central and South America.
Part of Uva’s job is demolishing several stereotypes about the
network’s audience—like the one that its viewers aren’t wealthy
enough to matter to Madison Avenue. Or the one that Hispanic Ame
icans who have entered the mainstream culture don’t watch TV broad
casts in Spanish.
In fact, Uva told Advertising Age, research shows that “a Univ
sion viewer between 18 and 34 who gets spoken to by a markete
in Spanish is three times more likely to be influenced by an ad tha
will motivate their purchase behavior than a viewer to an English
language broadcast.” Statistics like that get advertisers’ attention.
Univision’s own research shows that in 75 percent of the house
holds that regularly watch, both English and Spanish are spoken. So
language can’t be the entire explanation for the network’s appeal. Joe
Uva understands that the network is not just about language, it i
about a culture. Viewers can find sports coverage unavailable any
where else, like soccer. They can find programming formats popula
in Latin America but unknown in the United States, like telenovas. And
they can get quality news about events in Latin America.
So Univision is not just American TV in Spanish. It is a reflection
of the unique culture of Hispanic Americans. Uva puts it this way in an
interview with Broadcasting & Cable: “I think it goes back to the im
portance of family values. The spiritual beliefs, the fact that there is a
zest for life and a real passion in everything Latinos do. They look a
Univision as a member of their own family, somebody they can trust
that cares about them, that empowers them, that educates them.”
In fact, funny as it may seem, Uva himself needs English subtitle
when he watches the network. As he explained in one interview, he
does speak Spanish, but only “un pocito.” Univision’s viewers won
much care so long as he continues successfully guiding a media em
pire that uniquely serves the needs of Spanish-speaking Americans

xxii
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The Advertising Experience Chapter 14 Using Electronic Media: Television and Radio 461

These end-of-chapter exercises are hands-on in AdForum Exercise: “TV and Radio”
(see Contemporary Advertising Playlist, Chapter 14)
application and place the student in the adver- In the opening chapter vignette we discussed how Hyundai used the largest
stage in the world, the Super Bowl, to launch their new initiative. That took a
tisers’ shoes. Effective as outside assignments lot of guts, due primarily to the multimillion-dollar price tag for just one spot.
While it worked for Hyundai, think about how many other advertisers have
spent the money, but have not had the same success. Most advertisers do not
or in-class discussion starters, The Advertising use the Super Bowl; in fact, the majority of advertisers spend their money
through a flight of television and radio over a longer period of time. For them,
their audience is aggregated through the many shows that are purchased, put-
Experience allows students to effectively apply ting an emphasis on picking programming that attracts their targets in mass.
In this exercise you will see and hear a series of advertisements and
determine five programs that would fit nicely with what the ad is trying to
their knowledge of each chapter.
The Advertising Experience
1. Radio Advertising
Valentine’s Day is approaching, and as the owner of Dream Flower
Florists, you want to increase your share of local business by
advertising on the radio. After researching local stations, choose one
whose format suits your target audience. Decide what kind of buys
you will make and when they will be aired.
2. TV Organizations
The size of the television industry and the advertising dollars that are
spent within it are extraordinary. Many TV-related organizations were
formed to help serve the industry. Discover a little more about the
nature and scope of the television industry as you peruse the
following Web sites. Be sure to answer the questions below.
■ Broadcast Education Association (BEA): www.beaweb.org
■ Cable/Telecommunications Association for Marketing (CTAM):
www.ctam.com
■ Cable World: www.cableworld.com
■ National Association of Broadcasters (NAB): www.nab.org
a. Who is the intended audience(s) of the site?
b. What is the site’s purpose? Does it succeed? Why?
c. What is the organization’s purpose?
d. What benefit does the organization provide individual
members/subscribers? The overall advertising and television and
cable communities?
3. Broadcast Media Tools
Broadcast advertising reports and audience studies are critical to the
development and implementation of effective media strategy. As with
print media, advertisers have a set of “staple” companies and reports
they regularly use to help plan and implement their broadcast media
communicate. For instance, a packaged goods commercial that is touting
the benefits of its body spray in attracting women is likely targeting a young
male audience. The advertiser is likely going to be choosing shows that skew
heavily toward that demographic, such as ESPNs SportsCenter, Ultimate
Fighting Championship on Spike, XPlay on G4, and NFL games on Fox,
CBS, NBC, and ESPN, just to name a few.
The best way to learn about what shows are available without access to
syndicated research is to go to the TV and radio network’s Web pages.
To access the chapter playlists go to www.mhhe.com/arens14e.
buys. Visit the following syndicated and independent broadcast media
companies’ Web sites and answer the questions that follow:
■ Arbitron: www.arbitron.com
■ Bureau of Broadcast Measurement (BBM): www.bbm.ca
■ Cabletelevision Advertising Bureau (CAB): www.onetvworld.org
■ Nielsen Media Research: www.nielsenmedia.com
■ Radio Advertising Bureau: www.rab.com
■ Radio Marketing Bureau (RMB): www.rmb.ca
■ Television Bureau of Advertising: www.tvb.org
■ Television Bureau of Canada (TVB): www.tvb.ca
■ TV RunDown: www.tvrundown.com
a. What type(s) of broadcast media information does the company
specialize in and what specific services, products, or publications
does the company offer?
b. What industries/companies would be best suited to utilize the
company’s media resources?
c. Does the company represent syndicated or independent research?
d. How useful do you feel the company is for gathering broadcast
media information? Why?
4. If Hyundai asked their agency to come up with a corresponding radio
complement to its Assurance TV campaign, what would their agency
want to keep in mind when converting this concept to an audio-only
format?
5. Given the audience for Hyundai’s Assurance campaign—middle class
America—in what daypart do you think its TV commercial would be
most effectively broadcast?

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400 Part Three Creating Promotional Messages

Review Questions AdForum Exercises

1. What are the five common budget busters every production manager
should be aware of?
2. What is the primary role of the print production manager?
3. What does copy casting mean? Explain how it is done.
4. What is a halftone? Why is it important, and how is it produced?
5. How are color photographs printed? What are the potential problems
with printing in color?
6. What are the advantages and disadvantages of animation?
AdForum Exercise: “You Be the Judge”
(see Contemporary Advertising Playlist, Chapter 12)
In this exercise you will be a judge at the prestigious Cannes awards honor-
ing the best advertising in the world. Use the playlist for Chapter 12 to see
the entries that you will consider. To make your challenge even more fun,
work in a group and argue for your winners! Your favorite ad (or the favorite
of your group) will be the winner of the Grand Prix.
Part 1: Narrow down
Review all of the ads in the playlist for style, imagery, design, innovation,
and effectiveness. Obviously these are subjective, but work hard to keep
these criteria in mind, especially if you have to defend your selections to
your group. Narrow your list to three ads.
7. What leads to the greatest waste of money in TV commercial
production? Explain.
8. When is it better to use film and when is it better to use digital
Incorporated in each chapter, these are rele-
media? Why?
9. What are the most common forms of digital media? How do they
differ from media in the past?
vant end-of-chapter exercises that students can
10. What are some ways an advertiser such as McDonald’s could use
digital media to enhance its IMC program? Explain. complete to enhance their understanding of
advertising.
Part 2: Choose the winner
You have three great ads to consider, but two advertisers will have to go
home without the Grand Prix. Select the one ad that deserves to be recog-
nized as the very best. Write a short essay on why it deserved to win.
In addition, research the agency and creative talent that produced the
ad. Who are they? What other work have they done? Have any of the indi-
viduals or has the agency been honored with a Cannes Lion in years past?
For what work?
To access the chapter playlists go to www.mhhe.com/arens14e.

The Advertising Experience

1. The Importance of Type
The selection of a particular typeface makes a strong contribution to
the overall effect of an advertisement. Create ads with appropriate
typefaces for three of the following media products. (Typefaces are
not restricted to those discussed in Ad Lab 14–A.)
a. The Gettysburg Address
b. The King James Bible
c. Stephen King’s (or Stanley Kubrick’s, your choice) The Shining
d. A DVD collection of Lost episodes
e. A boxed set of “Barney’s Greatest Hits” CDs
f. An astronomy textbook
g. A collection of Lord of the Rings fan fiction
2. Print Production
Take a moment to go online and learn more about print production.
Numerous organizations and companies that specialize in some aspect
of print production are on the Web. Visit the sites listed below and
answer the questions that follow.
■ Acme Printing: www.acmeiowa.com
■ Advertising Production Association of Los Angeles:
www.apala.org
■ AlphaGraphics: www.alphagraphics.com
■ DuraColor: www.colorarts.com
■ Graphic Connections: www.grconnections.com
■ Graphic Arts Information Network (GAIN): www.gain.org
■ Hart Graphics: www.hartgraphics.com
■ International Digital Enterprise Alliance: www.idealliance.org
■ National Association for Printing Leadership (NAPL):
www.napl.org
■ PANTONE: www.pantone.com
■ Specialty Graphic Imaging Association (SGIA): www.sgia.org
a. Who is the intended audience of the site?
b. What type of company or organization is it? What are the scope
and size of its operations?
c. What print-related activities does the company or organization
specialize in?
d. What is your overall impression of the company and its work?
Why?
3. Broadcast Production
Producing broadcast commercials is even more complex than creating
a print ad. Peruse the Web sites below of some broadcast production-
related organizations. Then answer the questions that follow.
■ Aardman Animation: www.aardman.com
■ @radical.media: www.radicalmedia.com
■ Digital Hollywood: www.digitalhollywood.com

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Ad Lab AD Lab 5–B

Ad Lab boxes introduce students to current topics Applying Consumer Behavior Principles to Ad Making

in advertising and pose in-depth questions to en- photo

h
When
W he Polaroid needed to capture the attention of
enthusiasts, it turned to the creatives at Leonard/
Monahan to design a series of ads that would exhibit the advantages
creative design team was to break through the consumers’ resistance,
the subtle barrier that begins with the perceptual screens. Second, the
team had to present the picture as being worth a thousand words

courage critical thinking. of the instant film over other photo products. The first challenge for the while avoiding clichés.
The advertisement’s headline—”The victim refuses to speak. The
pictures refuse to keep quiet.”—commands your attention and ex-
presses the big idea with urgency. The ad’s black-and-white visual of
a battery victim suggests the subject’s grave nature while allowing the
color Polaroids to jump out, emoting a raw portrayal of reality. The
ad becomes credible by demonstrating the benefits of Polaroids and
how they can be successfully used (to investigate, prosecute, and
win). The tagline, “Instant evidence,” sums up the product’s features

Ethical Issues and helps the prospective consumer recall the product’s benefits.
These factors show clearly the product’s benefits to those who may be
critical of their purchase decision.

Ethical Issues boxes highlight ethical challenges Laboratory Application

Choose an ad from a popular magazine and explain how the visu-

advertisers face today. These timely boxes cover als, the words, and the overall design of the ad accomplish the fol-
lowing tasks. Provide specific details to support your answers.

1. Penetrate consumer perceptual screens.

issues such as negative political advertising, 2. Stimulate consumer learning.
3. Use the consumer’s existing beliefs.
privacy issues, and diversity. 4. Tap consumer wants and needs to achieve motivation.

“It’s really a great piece of technology. It’s excellent quality and worth the money. I’ll get a lot
of use out of it.”

My IMC Campaign A key feature of the postpurchase evaluation is cognitive dissonance. The theory of cog-
nitive dissonance (also called postpurchase dissonance) holds that people strive to justify
their behavior by reducing the dissonance, or inconsistency, between their cognitions (their
perceptions or beliefs) and reality.47 In fact, research shows that, to combat dissonance,
This new feature appears throughout the text consumers are more likely to read ads for brands they’ve already purchased than for new
products or competing brands.48

to reinforce key concepts presented in the are28957_ch05_142-171.indd Page 159 8/25/12 2:42 PM user-f502
As soon as he leaves the store, Chris begins thinking that the other tablets were pretty attrac-
tive too, and some were cheaper or had more features. This begins creating an uneasy feeling
/207/MH01617/are28957_disk1of1/0078028957/are28957_pagefiles
in Chris that he might not have made a wise decision. He also knows that the money he used
chapter. Students will find these practical to buy the tablet could have been used for many more practical purchases. Chris is anxious to
get confirmation that he made the right choice so that he’ll begin feeling better. He decides to
go online and find some cool apps he can download. He also visits Facebook to share a photo
projects to be invaluable learning tools. of the new device. Chris is relieved to see many friends weigh in with “likes” and positive
comments. Later, when he sees an ad for the tablet on TV, Chris is proud that he decided to
buy one.
During the postpurchase period, the consumer may enjoy the satisfaction of the pur-
chase and thereby receive reinforcement for the decision. Or the purchase may turn out to be

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My IMC Campaign 5 unsatisfactory for some reason. In either case, feedback from the postpurchase evaluation
updates the consumer’s mental files, affecting perceptions of the brand and similar purchase
decisions in the future.
Understanding What Consumers Look for in a Product

Your
Your client’s hope is that you can offer helpful advice
on creating promotional messages that will get people to
do something. In most cases, that something will be buying the client’s
product or using the service. If your client is a nonprofit, it might in-
volve donating time and/or money.
This seems like common sense, but in fact persuading people to
The Foote, Cone & Belding grid was developed to classify how
consumers learn about different types of products. Although it was
originally designed with the idea that different products would fit in
different quadrants, some believe that the quadrants can also be used
to classify competing brands within a product category (for example,
luxury brands versus discount brands). Where would you place your

Ethical Issues do something they are not already doing can be quite difficult. To
help you organize your approach, it may be useful to review what
marketing and psychology scholars have learned about consumers
and how they are persuaded.
client’s brand? What does that suggest for how you might persuade
consumers?
The following guides can help you determine where your client’s
brand belongs in the FCB grid:
What’s at Stake with Sweepstakes? Your challenge at this point in the campaign is to understand the
consumer and to get a sense of how the product or service your client Involvement
offers relates to the consumer’s life. Doing this well will require at least 1. Is the decision to buy or use the product an important or an
Many of us have probably received an envelope in Combined, the three marketers refunded more than $50 million intwo things: a complete understanding of the product and its possible
M
h maill with the phrase “You Are a Winner!” or some- fines and restitution to state regulators and consumers who exces-benefits, and a thorough understanding of the consumer.
the unimportant one?
thing similar, plastered in large, bold type behind the front win- sively purchased unnecessary magazines. 2. Does the consumer stand to lose a great deal or very little if he
Maslow’s hierarchy of needs suggests that individuals have a
dow. And perhaps, for a split second you believed that you had The reforms these companies agreed to were in accord with therange of needs they seek to satisfy in life. or she chooses the wrong brand?
won the $100,000 prize. Then you discovered the disclosure, in Deceptive Mail Prevention and Enforcement Act that became effec- Here is Maslow’s hierarchy and some examples that involve 3. Does the decision require a great deal of consideration or very
such small print that you overlooked it at first glance, telling you tive in April 2000. The act changed how direct-mail sweepstakesfood. Consider whether your client’s product or service might have little?
otherwise. Believe it or not, there have been some who didn’t no- are presented and packaged. Some of the most significant changesbenefits that relate to one or more needs:
tice the disclosure and traveled to the sweepstakes’ headquarters included abandoning any “winner” proclamations unless the recipi- Think versus Feel
believing that they had won the jackpot. Similarly, others were ent had truly won a prize, and displaying a “fact box” that “clearly Think
Need Examples Involving Food
misled into believing that purchasing advertised products would and conspicuously” explained all the terms and rules of the sweep-
increase their chances of winning, so they spent thousands of dol- stakes, including the odds of winning. Each mailing was also re- Self-actualization Culinary arts degree 1. The decision is based on objective criteria.
lars each in magazine subscriptions. Were these people de- quired to include the statements “No purchase is necessary to enter” Esteem Cooking lessons 2. The decision is based primarily on factual information.
ceived? and “A purchase does not improve your chances of winning” in Social What everyone is eating
Until recently, this is how many sweepstakes were pitched to boldfaced capital letters in the mailing, in the rules, and on the or- Safety Feel
Healthful, organic foods
consumers. According to the Direct Marketing Association, sweep- der/entry form itself. In addition, each company is required to in- Physiological Something that satisfies your hunger 1. The decision is based on a feeling.
stakes are, by definition, “an advertising or promotional device by clude a statement providing an address or toll-free number where
2. The decision is closely related to the consumer’s personality.
which items of value (prizes) are awarded to participating consum- recipients can either write or call to have their name and addresses Informational motives involve eliminating a problem, whereas
ers by chance, with no purchase or ‘entry fee’ required in order to removed from their mailing lists. 3. The decision is based on the senses (taste, touch, etc.).
transformational motives involve getting a reward. Consider the pos-
win.” However, by entering a sweepstakes you are volunteering Does this mean the end to sweepstakes? Probably not, sincesible informational and transformational motives that exist in your con-
your name, address, and possible tastes in the advertised product many people seem to jump at the chance to strike it rich for the costsumers that might be addressed by your product. FCB Grid
to be put on lists for other direct marketers to acquire. In turn you of a stamp.
Think Feel
are offered a chance to win what seems like easy money. For years How much harm, if any, are sweepstakes really causing? Isn’t Informational Motives
it was difficult for recipients to tell whether or not they had a win- part of promotion getting consumers to believe that they want what is High I. Informative II. Affective
ning entry. With statements claiming “You are a winner,” simulated being advertised? Without question, the ethical issues involved are Motive Solution Involvement Learn—Feel—Do Feel—Learn—Do
checks, and material resembling communications from the govern- complicated, but at least now you won’t have to read the fine print to (products: major (products: expensive
Problem removal “Eliminates your headache fast” purchases such as car, jewelry, high end
ment, the line separating promotion and deception became get the whole story.
Problem avoidance “Stay out in the sun—you’re protected” insurance, appliances, apparel)
very thin. computers)
Incomplete satisfaction “The diet drink that doesn’t taste like a Strategy: Focus on self-
All of this changed in 2000. Following investigations of Questions diet drink” Strategy: Follow steps esteem and ego
sweepstakes firms in more than 40 states, numerous state regulators Mixed approach– “Pain-free dental care” of the creative benefits of product
brought three of the biggest sweeps marketers—Publisher’s Clear- 1. Are sweepstakes companies really at fault for misleading their avoidance pyramid, beginning purchases.
ing House (PCH), Time Inc., and U.S. Sales Corp.—to court, alleg- consumers? Why or why not?
Normal depletion “Last gas station for 20 miles” with awareness.
ing that the marketing giants conducted deceptive sweepstakes 2. Do you believe it is ethical for sweepstakes to “disguise” their
promotions. In California alone, state officials claimed that 5,000 promotions for the purpose of advertising? Low III. Habitual IV. Satisfaction
consumers spent more than $2,500 each a year in unnecessary Transformational Motives Involvement Do—Learn—Feel Do—Feel—Learn
(products: car fuel, (products: experiential
magazine subscriptions through PCH because they believed that it Sources: www.crimes-of-persuasion.com/Crimes/Telemarketing/Outbound/
Sensory gratification “These headphones sound like detergents, razor) products such as beer,
improved their odds of winning. Accusations were similar for all Major/Sweepstakes/sweepstakes.htm; “Sweepstakes Advertising: A
you are at the show” Strategy: Focus on chewing gum, greeting
three companies, and each defended their marketing practices Consumer’s Guide,” Consumers: A Helpful Guide (www.dmaconsumers.org/
offering samples and cards, pizza)
claiming they always believed their mailings were clear. One PCH sweepstakeshelp.html); “Be Smart Buy Smart,” State of California Department Intellectual stimulation “Hours of fun with challenging
of Consumer Affairs (www.dca.ca.gov/r_r/sweep.pdf); “Sweepstakes puzzles” creating habits in Strategy: Focus on
spokesperson stated that 98 percent of the consumers who pur- Social approval “Your spouse will love the way consumer purchasing. social factors and peer
Assistance: A Caregiver’s Guide,” Consumers: A Helpful Guide (www.
chased magazines through their promotions were spending less dmaconsumers.org/olderconsumers.html); “Stop Calling Me!” National you look” use of the product.
than $300 a year. However, because litigation in so many Consumers League (www.nclnet.org/privacy/stopcalling2.htm); “How to Opt
states—47 in Time Inc.’s case—would have been too costly, each Out,” Consumer Privacy Guide (www.consumerprivacyguide.org/howto/
company decided to settle and agreed to reform its practices. optout.shtml).

to its one-order, one-bill appeal.33 It also allows smaller papers to participate in national
advertising.34

Insertion Orders When advertisers place an ad, they submit an insertion order to the newspaper stating the
date(s) on which the ad is to run, its size, the desired position, the rate, and the type of
and Tearsheets artwork accompanying the order.

xxiv
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immense space he at last came to fill in the mind of his country and
the world. He had nothing of the grace and warmth of Peel in debate,
and his speeches were better in print than when listened to,—yet
when he spoke, all eyes were fixed, and all ears attent. Despite all
his ability and power, however, as the defender of the landed
interests of England, his cause was already lost. The increasing
power of the anti-corn law league—the burden of the tax upon bread,
the cry of distress coming from famine-stricken Ireland, and the
adhesion of Peel to the views of Cobden and Bright made the repeal
of the corn laws speedy and certain.
The repeal of the union between England and Ireland was not so
fortunate. It is still, under one name or another, the cherished hope
and inspiration of her sons. It stands little better or stronger than it
did six and thirty years ago, when its greatest advocate, Daniel
O’Connell, welcomed me to Ireland, and to “Conciliation Hall,” and
where I first had a specimen of his truly wondrous eloquence. Until I
heard this man, I had thought that the story of his oratory and power
were greatly exaggerated. I did not see how a man could speak to
twenty or thirty thousand people at one time, and be heard by any
considerable number of them; but the mystery was solved when I
saw his vast person, and heard his musical voice. His eloquence
came down upon the vast assembly like a summer thunder-shower
upon a dusty road. He could stir the multitude at will, to a tempest of
wrath, or reduce it to the silence with which a mother leaves the
cradle-side of her sleeping babe. Such tenderness—such pathos—
such world-embracing love! and, on the other hand, such indignation
—such fiery and thunderous denunciation, and such wit and humor, I
never heard surpassed, if equaled, at home or abroad. He held
Ireland within the grasp of his strong hand, and could lead it
withersoever he would, for Ireland believed in him and loved him, as
she has loved and believed in no leader since. In Dublin, when he
had been absent from that city a few weeks, I saw him followed
through Sackwell street by a multitude of little boys and girls,
shouting in loving accents: “There goes Dan! there goes Dan!” while
he looked at the ragged and shoeless crowd with the kindly air of a
loving parent returning to his gleeful children. He was called “The
Liberator,” and not without cause; for, though he failed to effect the
repeal of the union between England and Ireland, he fought out the
battle of Catholic emancipation, and was clearly the friend of liberty
the world over. In introducing me to an immense audience in
Conciliation Hall, he playfully called me the “Black O’Connell of the
United States;” nor did he let the occasion pass without his usual
word of denunciation of our slave system. O. A. Brownson had then
recently become a Catholic, and taking advantage of his new
Catholic audience, in “Brownson’s Review,” had charged O’Connell
with attacking American institutions. In reply, Mr. O’Connell said: “I
am charged with attacking American institutions, as slavery is called;
I am not ashamed of this attack. My sympathy is not confined to the
narrow limits of my own green Ireland; my spirit walks abroad upon
sea and land, and wherever there is oppression, I hate the
oppressor, and wherever the tyrant rears his head, I will deal my
bolts upon it; and wherever there is sorrow and suffering, there is my
spirit to succor and relieve.” No trans-atlantic statesman bore a
testimony more marked and telling against the crime and curse of
slavery than did Daniel O’Connell. He would shake the hand of no
slaveholder, nor allow himself to be introduced to one, if he knew him
to be such. When the friends of repeal in the Southern States sent
him money with which to carry on his work, he, with ineffable scorn,
refused the bribe, and sent back what he considered the blood-
stained offering, saying he would “never purchase the freedom of
Ireland with the price of slaves.”
It was not long after my seeing Mr. O’Connell that his health
broke down, and his career ended in death. I felt that a great
champion of freedom had fallen, and that the cause of the American
slave, not less than the cause of his country, had met with a great
loss. All the more was this felt when I saw the kind of men who came
to the front when the voice of O’Connell was no longer heard in
Ireland. He was succeeded by the Duffys, Mitchells, Meagher, and
others,—men who loved liberty for themselves and their country, but
were utterly destitute of sympathy with the cause of liberty in
countries other than their own. One of the first utterances of John
Mitchell on reaching this country, from his exile and bondage, was a
wish for a “slave plantation, well stocked with slaves.”
 Besides hearing Cobden, Bright, Peel, Disraeli, O’Connell, Lord
John Russell, and other Parliamentary debaters, it was my good
fortune to hear Lord Brougham when nearly at his best. He was then
a little over sixty, and that for a British statesman is not considered
old; and in his case there were thirty years of life still before him. He
struck me as the most wonderful speaker of them all. How he was
ever reported I cannot imagine. Listening to him was like standing
near the track of a railway train, drawn by a locomotive at the rate of
forty miles an hour. You were riveted to the spot, charmed with the
sublime spectacle of speed and power, but could give no description
of the carriages, nor of the passengers at the windows. There was
so much to see and hear, and so little time left the beholder and
hearer to note particulars, that when this strange man sat down you
felt like one who had hastily passed through the wildering wonders of
a world’s exhibition. On the occasion of my listening to him, his
speech was on the postal relations of England with the outside
world, and he seemed to have a perfect knowledge of the postal
arrangements of every nation in Europe, and, indeed, in the whole
universe. He possessed the great advantage so valuable to a
Parliamentary debater, of being able to make all interruptions serve
the purposes of his thought and speech, and carry on a dialogue
with several persons without interrupting the rapid current of his
reasoning. I had more curiosity to see and hear this man than any
other in England, and he more than fulfilled my expectations.
While in England, I saw few literary celebrities, except William
and Mary Howitt, and Sir John Bowering. I was invited to breakfast
by the latter in company with Wm. Lloyd Garrison, and spent a
delightful morning with him, chiefly as a listener to their conversation.
Sir John was a poet, a statesman, and a diplomat, and had
represented England as minister to China. He was full of interesting
information, and had a charming way of imparting his knowledge.
The conversation was about slavery, and about China, and as my
knowledge was very slender about the “Flowery Kingdom,” and its
people, I was greatly interested in Sir John’s description of the ideas
and manners prevailing among them. According to him, the doctrine
of substitution was carried so far in that country that men sometimes
procured others to suffer even the penalty of death in their stead.
Justice seemed not intent upon the punishment of the actual
criminal, if only somebody was punished when the law was violated.
William and Mary Howitt were among the kindliest people I ever
met. Their interest in America, and their well-known testimonies
against slavery, made me feel much at home with them at their
house in that part of London known as Clapham. Whilst stopping
here, I met the Swedish poet and author—Hans Christian Anderson.
He, like myself, was a guest, spending a few days. I saw but little of
him, though under the same roof. He was singular in his
appearance, and equally singular in his silence. His mind seemed to
me all the while turned inwardly. He walked about the beautiful
garden as one might in a dream. The Howitts had translated his
works into English, and could of course address him in his own
language. Possibly his bad English and my destitution of Swedish,
may account for the fact of our mutual silence, and yet I observed he
was much the same towards every one. Mr. and Mrs. Howitt were
indefatigable writers. Two more industrious and kind-hearted people
did not breathe. With all their literary work, they always had time to
devote to strangers, and to all benevolent efforts, to ameliorate the
condition of the poor and needy. Quakers though they were, they
took deep interest in the Hutchinsons—Judson, John, Asa, and
Abby, who were much at their house during my stay there. Mrs.
Howitt not inaptly styled them a “Band of young apostles.” They sang
for the oppressed and the poor—for liberty and humanity.
Whilst in Edinburgh, so famous for its beauty, its educational
institutions, its literary men, and its history, I had a very intense
desire gratified—and that was to see and converse with George
Combe, the eminent mental philosopher, and author of “Combe’s
Constitution of Man,” a book which had been placed in my hands a
few years before, by Doctor Peleg Clark of Rhode Island, the reading
of which had relieved my path of many shadows. In company with
George Thompson, James N. Buffum, and William L. Garrison, I had
the honor to be invited by Mr. Combe to breakfast, and the occasion
was one of the most delightful I met in dear old Scotland. Of course
in the presence of such men, my part was a very subordinate one. I
was a listener. Mr. Combe did the most of the talking, and did it so
well that nobody felt like interposing a word, except so far as to draw
him on. He discussed the corn laws, and the proposal to reduce the
hours of labor. He looked at all political and social questions through
his peculiar mental science. His manner was remarkably quiet, and
he spoke as not expecting opposition to his views. Phrenology
explained everything to him, from the finite to the infinite. I look back
to the morning spent with this singularly clear-headed man with
much satisfaction.
It would detain the reader too long, and make this volume too
large, to tell of the many kindnesses shown me while abroad, or
even to mention all the great and noteworthy persons who gave me
a friendly hand and a cordial welcome; but there is one other, now
long gone to his rest, of whom a few words must be spoken, and that
one was Thomas Clarkson—the last of the noble line of Englishmen
who inaugurated the anti-slavery movement for England and the
civilized world—the life-long friend and co-worker with Granville
Sharpe, William Wilberforce, Thomas Fowell Buxton, and other
leaders in that great reform which has nearly put an end to slavery in
all parts of the globe. As in the case of George Combe, I went to see
Mr. Clarkson in company with Messrs. Garrison and Thompson.
They had by note advised him of our coming, and had received one
in reply, bidding us welcome. We found the venerable object of our
visit seated at a table, where he had been busily writing a letter to
America against slavery; for, though in his eighty-seventh year, he
continued to write. When we were presented to him, he rose to
receive us. The scene was impressive. It was the meeting of two
centuries. Garrison, Thompson, and myself were young men. After
shaking hands with my two distinguished friends, and giving them
welcome, he took one of my hands in both of his, and, in a tremulous
voice, said, “God bless you, Frederick Douglass! I have given sixty
years of my life to the emancipation of your people, and if I had sixty
years more they should all be given to the same cause.” Our stay
was short with this great-hearted old man. He was feeble, and our
presence greatly excited him, and we left the house with something
of the feeling with which a man takes final leave of a beloved friend
at the edge of the grave.
 Some notion may be formed of the difference in my feelings and
circumstances while abroad, from an extract from one of a series of
letters addressed by me to Mr. Garrison, and published in the
Liberator. It was written on the 1st day of January, 1846.

“My Dear Friend Garrison:

“Up to this time, I have given no direct expression of the
views, feelings, and opinions which I have formed respecting the
character and condition of the people of this land. I have
refrained thus purposely. I wish to speak advisedly, and, in order
to do this, I have waited till, I trust, experience has brought my
opinion to an intelligent maturity. I have been thus careful, not
because I think what I say will have much effect in shaping the
opinions of the world, but because what influence I may
possess, whether little or much, I wish to go in the right direction,
and according to truth. I hardly need say that in speaking of
Ireland, I shall be influenced by no prejudices in favor of
America. I think my circumstances all forbid that. I have no end
to serve, no creed to uphold, no government to defend; and as
to nation, I belong to none. I have no protection at home, or
resting-place abroad. The land of my birth welcomes me to her
shores only as a slave, and spurns with contempt the idea of
treating me differently; so that I am an outcast from the society
of my childhood, and an outlaw in the land of my birth. ‘I am a
stranger with thee and a sojourner, as all my fathers were.’ That
men should be patriotic, is to me perfectly natural; and as a
philosophical fact, I am able to give it an intellectual recognition.
But no further can I go. If ever I had any patriotism, or any
capacity for the feeling, it was whipped out of me long since by
the lash of the American soul-drivers. In thinking of America, I
sometimes find myself admiring her bright blue sky, her grand
old woods, her fertile fields, her beautiful rivers, her mighty
lakes, and star-crowned mountains. But my rapture is soon
checked—my joy is soon turned to mourning. When I remember
that all is cursed with the infernal spirit of slaveholding, robbery,
and wrong; when I remember that with the waters of her noblest
rivers, the tears of my brethren are borne to the ocean,
disregarded and forgotten, and that her most fertile fields drink
daily of the warm blood of my outraged sisters, I am filled with
unutterable loathing, and led to reproach myself that anything
could fall from my lips in praise of such a land. America will not
allow her children to love her. She seems bent on compelling
those who would be her warmest friends, to be her worst
enemies. May God give her repentance before it is too late, is
the ardent prayer of my heart. I will continue to pray, labor, and
wait, believing that she cannot always be insensible to the
dictates of justice, or deaf to the voice of humanity. My
opportunities for learning the character and condition of the
people of this land have been very great. I have traveled from
the Hill of Howth to the Giant’s Causeway, and from the Giant’s
Causeway to Cape Clear. During these travels I have met with
much in the character and condition of the people to approve,
and much to condemn; much that has thrilled me with pleasure,
and much that has filled me with pain. I will not, in this letter,
attempt to give any description of those scenes which give me
pain. This I will do hereafter. I have enough, and more than your
subscribers will be disposed to read at one time, of the bright
side of the picture. I can truly say I have spent some of the
happiest days of my life since landing in this country. I seem to
have undergone a transformation. I live a new life. The warm
and generous coöperation extended to me by the friends of my
despised race; the prompt and liberal manner with which the
press has rendered me its aid; the glorious enthusiasm with
which thousands have flocked to hear the cruel wrongs of my
down-trodden and long-enslaved fellow-countrymen portrayed;
the deep sympathy for the slave, and the strong abhorrence of
the slaveholder everywhere evinced; the cordiality with which
members and ministers of various religious bodies, and of
various shades of religious opinion have embraced me and lent
me their aid; the kind hospitality constantly proffered me by
persons of the highest rank in society; the spirit of freedom that
seems to animate all with whom I come in contact, and the entire
absence of everything that looks like prejudice against me, on
account of the color of my skin, contrasts so strongly with my
long and bitter experience in the United States, that I look with
wonder and amazement on the transition. In the southern part of
the United States, I was a slave—thought of and spoken of as
property; in the language of law, ‘held, taken, reputed, and
adjudged to be a chattel in the hands of my owners and
possessors, and their executors, administrators, and assigns, to
all intents, constructions, and purposes, whatsoever.’ (Brev.
Digest., 224.) In the Northern States, a fugitive slave, liable to be
hunted at any moment like a felon, and to be hurled into the
terrible jaws of slavery—doomed by an inveterate prejudice
against color, to insult and outrage on every hand
(Massachusetts out of the question)—denied the privileges and
courtesies common to others in the use of the most humble
means of conveyance—shut out from the cabins on steamboats,
refused admission to respectable hotels, caricatured, scorned,
scoffed, mocked, and maltreated with impunity by any one (no
matter how black his heart), so he has a white skin. But now
behold the change! Eleven days and a half gone, and I have
crossed three thousand miles of perilous deep. Instead of a
democratic government, I am under a monarchial government.
Instead of the bright, blue sky of America, I am covered with the
soft, gray fog of the Emerald Isle. I breathe, and lo! the chattel
becomes a man! I gaze around in vain for one who will question
my equal humanity, claim me as a slave, or offer me an insult. I
employ a cab—I am seated beside white people—I reach the
hotel—I enter the same door—I am shown into the same parlor
—I dine at the same table—and no one is offended. No delicate
nose grows deformed in my presence. I find no difficulty here in
obtaining admission into any place of worship, instruction, or
amusement, on equal terms, with people as white as any I ever
saw in the United States. I meet nothing to remind me of my
complexion. I find myself regarded and treated at every turn with
the kindness and deference paid to white people. When I go to
church I am met by no upturned nose and scornful lip, to tell me
—‘We don’t allow niggers in here.’”
 I remember about two years ago there was in Boston, near the
southwest corner of Boston Common, a menagerie. I had long
desired to see such a collection as I understood was being exhibited
there. Never having had an opportunity while a slave, I resolved to
seize this, and as I approached the entrance to gain admission, I
was told by the door-keeper, in a harsh and contemptuous tone, “We
don’t allow niggers in here.” I also remember attending a revival
meeting in the Rev. Henry Jackson’s meeting-house, at New
Bedford, and going up the broad aisle for a seat, I was met by a
good deacon, who told me, in a pious tone, “We don’t allow niggers
in here.” Soon after my arrival in New Bedford, from the South, I had
a strong desire to attend the lyceum, but was told, “They don’t allow
niggers there.” While passing from New York to Boston on the
steamer Massachusetts, on the night of the 9th of December, 1843,
when chilled almost through with the cold, I went into the cabin to get
a little warm. I was soon touched upon the shoulder, and told, “We
don’t allow niggers in here.” A week or two before leaving the United
States, I had a meeting appointed at Weymouth, the house of that
glorious band of true abolitionists—the Weston family and others. On
attempting to take a seat in the omnibus to that place, I was told by
the driver (and I never shall forget his fiendish hate), “I don’t allow
niggers in here.” Thank heaven for the respite I now enjoy! I had
been in Dublin but a few days when a gentleman of great
respectability kindly offered to conduct me through all the public
buildings of that beautiful city, and soon afterward I was invited by
the lord mayor to dine with him. What a pity there was not some
democratic Christian at the door of his splendid mansion to bark out
at my approach, “They don’t allow niggers in here!” The truth is, the
people here know nothing of the republican negro-hate prevalent in
our glorious land. They measure and esteem men according to their
moral and intellectual worth, and not according to the color of their
skin. Whatever may be said of the aristocracies here, there is none
based on the color of a man’s skin. This species of aristocracy
belongs preëminently to “the land of the free, and the home of the
brave.” I have never found it abroad in any but Americans. It sticks to
them wherever they go. They find it almost as hard to get rid of as to
get rid of their skins.
 The second day after my arrival in Liverpool, in company with my
friend Buffum, and several other friends, I went to Eaton Hall, the
residence of the Marquis of Westminster, one of the most splendid
buildings in England. On approaching the door, I found several of our
American passengers who came out with us in the Cambria, waiting
for admission, as but one party was allowed in the house at a time.
We all had to wait till the company within came out, and of all the
faces expressive of chagrin, those of the Americans were
preëminent. They looked as sour as vinegar, and as bitter as gall,
when they found I was to be admitted on equal terms with
themselves. When the door was opened, I walked in on a footing
with my white fellow-citizens, and, from all I could see, I had as much
attention paid me by the servants who showed us through the house,
as any with a paler skin. As I walked through the building, the
statuary did not fall down, the pictures did not leap from their places,
the doors did not refuse to open, and the servants did not say, “We
don’t allow niggers in here.”
My time and labors while abroad were divided between England,
Ireland, Scotland, and Wales. Upon this experience alone I might fill
a volume. Amongst the few incidents which space will permit me to
mention, and one which attracted much attention and provoked
much discussion in America, was a brief statement made by me in
the World’s Temperance Convention, held in Covent Garden theater,
London, August 7, 1846. The United States was largely represented
in this convention by eminent divines, mostly doctors of divinity. They
had come to England for the double purpose of attending the World’s
Evangelical Alliance, and the World’s Temperance Convention. In
the former these ministers were endeavoring to procure
endorsement for the Christian character of slaveholders; and,
naturally enough, they were adverse to the exposure of slaveholding
practices. It was not pleasant to them to see one of the slaves
running at large in England, and telling the other side of the story.
The Rev. Samuel Hanson Cox, D.D., of Brooklyn, N. Y., was
especially disturbed at my presence and speech in the Temperance
Convention. I will give here, first, the reverend gentleman’s version
of the occasion in a letter from him as it appeared in the New York
Evangelist, the organ of his denomination. After a description of the
place (Covent Garden theater) and the speakers, he says:

“They all advocated the same cause, showed a glorious

unity of thought and feeling, and the effect was constantly raised
—the moral scene was superb and glorious—when Frederick
Douglass, the colored abolition agitator and ultraist, came to the
platform, and so spake, à la mode, as to ruin the influence
almost of all that preceded! He lugged in anti-slavery, or
abolition, no doubt prompted to it by some of the politic ones,
who can use him to do what they would not themselves
adventure to do in person. He is supposed to have been well
paid for the abomination.
“What a perversion, an abuse, an iniquity against the law of
reciprocal righteousness, to call thousands together, and get
them, some certain ones, to seem conspicuous and devoted for
one sole and grand object, and then all at once, with obliquity,
open an avalanche on them for some imputed evil or
monstrosity, for which, whatever be the wound or injury inflicted,
they were both too fatigued and hurried with surprise, and too
straightened for time, to be properly prepared. I say it is a streak
of meanness! It is abominable! On this occasion Mr. Douglass
allowed himself to denounce America and all its temperance
societies, together as a grinding community of the enemies of
his people; said evil, with no alloy of good, concerning the whole
of us; was perfectly indiscriminate in his severities; talked of the
American delegates, and to them, as if he had been our school-
master, and we his docile and devoted pupils; and launched his
revengeful missiles at our country without one palliative, and as
if not a Christian or a true anti-slavery man lived in the whole of
the United States. The fact is, the man has been petted, and
flattered, and used, and paid by certain abolitionists, not
unknown to us, of the ne plus ultra stamp, till he forgets himself;
and, though he may gratify his own impulses, and those of old
Adam in others, yet sure I am that all this is just the way to ruin
his own influence, to defeat his own object, and to do mischief—
 not good—to the very cause he professes to love. With the
single exception of one cold-hearted parricide, whose character I
abhor, and whom I will not name, and who has, I fear, no feeling
of true patriotism or piety within him, all the delegates from our
country were together wounded and indignant. No wonder at it. I
write freely. It was not done in a corner. It was inspired, I believe,
from beneath, and not from above. It was adapted to re-kindle
on both sides of the Atlantic the flames of national exasperation
and war. And this is the game which Mr. Frederick Douglass and
his silly patrons are playing in England and in Scotland, and
wherever they can find ‘some mischief still for idle hands to do.’ I
came here his sympathizing friend; I am such no more, as I
know him. My own opinion is increasingly that this spirit must be
exorcised out of England and America before any substantial
good can be effected for the cause of the slave. It is adapted
only to make bad worse, and to inflame the passions of
indignant millions to an incurable resentment. None but an
ignoramus or a madman could think that this way was that of the
inspired apostles of the Son of God. It may gratify the feelings of
a self-deceived and malignant few, but it will do no good in any
direction—least of all to the poor slave! It is short-sighted,
impulsive, partisan, reckless, and tending only to sanguinary
ends. None of this with men of sense and principle.
“We all wanted to reply, but it was too late; the whole theater
seemed taken with the spirit of the Ephesian uproar; they were
furious and boisterous in the extreme, and Mr. Kirk could hardly
obtain a moment, though many were desirous in his behalf to
say a few words, as he did, very calm and properly, that the
cause of temperance was not at all responsible for slavery, and
had no connection with it.”

Now, to show the reader what ground there was for this tirade
from the pen of this eminent divine, and how easily Americans parted
with their candor and self-possession when slavery was mentioned
adversely, I will give here the head and front of my offence. Let it be
borne in mind that this was a world’s convention of the friends of
temperance. It was not an American or a white man’s convention,
but one composed of men of all nations and races; and as such, the
convention had the right to know all about the temperance cause in
every part of the world, and especially to know what hindrances were
interposed in any part of the world, to its progress. I was perfectly in
order in speaking precisely as I did. I was neither an “intruder,” nor
“out of order.” I had been invited and advertised to speak by the
same committee that invited Doctors Beecher, Cox, Patton, Kirk,
Marsh, and others, and my speech was perfectly within the limits of
good order, as the following report will show:

“Mr. Chairman—Ladies and Gentlemen:—

“I am not a delegate to this convention. Those who would
have been most likely to elect me as a delegate, could not,
because they are to-night held in abject slavery in the United
States. Sir, I regret that I cannot fully unite with the American
delegates in their patriotic eulogies of America, and American
temperance societies. I cannot do so for this good reason: there
are at this moment three millions of the American population, by
slavery and prejudice, placed entirely beyond the pale of
American temperance societies. The three million slaves are
completely excluded by slavery, and four hundred thousand free
colored people are almost as completely excluded by an
inveterate prejudice against them, on account of their color.
[Cries of shame! shame!]
“I do not say these things to wound the feelings of the
American delegates. I simply mention them in their presence
and before this audience, that, seeing how you regard this
hatred and neglect of the colored people, they may be inclined
on their return home to enlarge the field of their temperance
operations, and embrace within the scope of their influence, my
long-neglected race. [Great cheering, and some confusion on
the platform.] Sir, to give you some idea of the difficulties and
obstacles in the way of the temperance reformation of the
colored population in the United States, allow me to state a few
facts.
 “About the year 1840, a few intelligent, sober, and
benevolent colored gentlemen in Philadelphia, being acquainted
with the appalling ravages of intemperance among a numerous
class of colored people in that city, and, finding themselves
neglected and excluded from white societies, organized
societies among themselves, appointed committees, sent out
agents, built temperance halls, and were earnestly and
successfully rescuing many from the fangs of intemperance.
“The cause went nobly on till August 1, 1842, the day when
England gave liberty to eight hundred thousand souls in the
West Indies. The colored temperance societies selected this day
to march in procession through the city, in the hope that such a
demonstration would have the effect of bringing others into their
ranks. They formed their procession, unfurled their teetotal
banners, and proceeded to the accomplishment of their purpose.
It was a delightful sight. But, sir, they had not proceeded down
two streets before they were brutally assailed by a ruthless mob;
their banner was torn down, and trampled in the dust, their ranks
broken up, their persons beaten and pelted with stones and
brickbats. One of their churches was burned to the ground, and
their best temperance hall utterly demolished.” [“Shame! shame!
shame!” from the audience—great confusion, and cries of “Sit
down” from the American delegates on the platform.]

In the midst of this commotion, the chairman tapped me on the

shoulder, and whispering, informed me that the fifteen minutes
allotted to each speaker had expired; whereupon the vast audience
simultaneously shouted: “Don’t interrupt!” “don’t dictate!” “go on!” “go
on!” “Douglass!” “Douglass!” This continued several minutes, when I
proceeded as follows: “Kind friends, I beg to assure you that the
chairman has not in the slightest degree sought to alter any
sentiment which I am anxious to express on this occasion. He was
simply reminding me that the time allotted for me to speak had
expired. I do not wish to occupy one moment more than is allotted to
other speakers. Thanking you for your kind indulgence, I will take my
seat.” Proceeding to do so again, there were loud cries of “Go on!”
“go on!” with which I complied for a few moments, but without saying
anything more that particularly related to the colored people of
America. I did not allow the letter of Dr. Cox to go unanswered
through the American journals, but promptly exposed its unfairness.
That letter is too long for insertion here. A part of it was published in
the Evangelist, and in many other papers, both in this country and in
England. Our eminent divine made no rejoinder, and his silence was
regarded at the time as an admission of defeat.
Another interesting circumstance connected with my visit to
England, was the position of the Free Church of Scotland with the
great Doctors Chalmers, Cunningham, and Candlish at its head.
That church had settled for itself the question which was frequently
asked by the opponents of abolition at home—“What have we to do
with slavery?” by accepting contributions from slaveholders; i. e.,
receiving the price of blood into its treasury, with which to build
churches and pay ministers for preaching the gospel; and worse
than this, when honest John Murray of Bowlein Bay, with William
Smeal, Andrew Paton, Frederick Card, and other sterling anti-slavery
men in Glasgow, denounced the transaction as disgraceful, and
shocking to the religious sentiment of Scotland, this church, through
its leading divines, instead of repenting and seeking to amend the
mistake into which it had fallen, caused that mistake to become a
flagrant sin by undertaking to defend, in the name of God and the
Bible, the principle not only of taking the money of slave-dealers to
build churches and thus extend the gospel, but of holding fellowship
with the traffickers in human flesh. This, the reader will see, brought
up the whole question of slavery, and opened the way to its full
discussion. I have never seen a people more deeply moved than
were the people of Scotland on this very question. Public meeting
succeeded public meeting, speech after speech, pamphlet after
pamphlet, editorial after editorial, sermon after sermon, lashed the
conscientious Scotch people into a perfect furore. “Send back the
money!” was indignantly shouted from Greenock to Edinburgh, and
from Edinburgh to Aberdeen. George Thompson of London, Henry
C. Wright, J. N. Buffum and myself from America, were of course on
the anti-slavery side, and Chalmers, Cunningham, and Candlish on
the other. Dr. Cunningham was the most powerful debater on the
slavery side of the question, Mr. Thompson the ablest on the anti-
slavery side. A scene occurred between these two men, a parallel to
which I think I have never witnessed before or since. It was caused
by a single exclamation on the part of Mr. Thompson, and was on
this wise:
The general assembly of the Free Church was in progress at
Cannon Mills, Edinburgh. The building would hold twenty-five
hundred persons, and on this occasion was densely packed, notice
having been given that Doctors Cunningham and Candlish would
speak that day in defense of the relations of the Free Church of
Scotland to slavery in America. Messrs. Thompson, Buffum, myself
and a few other anti-slavery friends attended, but sat at such
distance and in such position as not to be observed from the
platform. The excitement was intense, having been greatly increased
by a series of meetings held by myself and friends, in the most
splendid hall in that most beautiful city, just previous to this meeting
of the general assembly. “Send back the money!” in large capitals
stared from every street corner; “Send back the money!” adorned
the broad flags of the pavement; “Send back the money!” was the
chorus of the popular street-song; “Send back the money!” was the
heading of leading editorials in the daily newspapers. This day, at
Cannon Mills, the great doctors of the church were to give an answer
to this loud and stern demand. Men of all parties and sects were
most eager to hear. Something great was expected. The occasion
was great, the men were great, and great speeches were expected
from them.
In addition to the outward pressure there was wavering within.
The conscience of the church itself was not at ease. A dissatisfaction
with the position of the church touching slavery was sensibly
manifest among the members, and something must be done to
counteract this untoward influence. The great Dr. Chalmers was in
feeble health at the time, so his most potent eloquence could not
now be summoned to Cannon Mills, as formerly. He whose voice
had been so powerful as to rend asunder and dash down the granite
walls of the Established Church of Scotland, and to lead a host in
solemn procession from it as from a doomed city, was now old and
enfeebled. Besides he had said his word on this very question, and it
had not silenced the clamor without nor stilled the anxious heavings
within. The occasion was momentous, and felt to be so. The church
was in a perilous condition. A change of some sort must take place,
or she must go to pieces. To stand where she did was impossible.
The whole weight of the matter fell on Cunningham and Candlish. No
shoulders in the church were broader than theirs; and I must say,
badly as I detested the principles laid down and defended by them, I
was compelled to acknowledge the vast mental endowments of the
men.
Cunningham rose, and his rising was the signal for tumultuous
applause. It may be said that this was scarcely in keeping with the
solemnity of the occasion, but to me it served to increase its
grandeur and gravity. The applause, though tumultuous, was not
joyous. It seemed to me, as it thundered up from the vast audience,
like the fall of an immense shaft, flung from shoulders already galled
by its crushing weight. It was like saying “Doctor, we have borne this
burden long enough, and willingly fling it upon you. Since it was you
who brought it upon us, take it now and do what you will with it, for
we are too weary to bear it.”
The Doctor proceeded with his speech—abounding in logic,
learning, and eloquence, and apparently bearing down all opposition;
but at the moment—the fatal moment—when he was just bringing all
his arguments to a point, and that point being that “neither Jesus
Christ nor his holy apostles regarded slaveholding as a sin,” George
Thompson, in a clear, sonorous, but rebuking voice, broke the deep
stillness of the audience, exclaiming “Hear! Hear! Hear!” The effect
of this simple and common exclamation is almost incredible. It was
as if a granite wall had been suddenly flung up against the
advancing current of a mighty river. For a moment speaker and
audience were brought to a dead silence. Both the Doctor and his
hearers seemed appalled by the audacity, as well as the fitness of
the rebuke. At length a shout went up to the cry of “Put him out!”
Happily no one attempted to execute this cowardly order, and the
discourse went on; but not as before. The exclamation of Thompson
must have re-echoed a thousand times in his memory, for the
Doctor, during the remainder of his speech, was utterly unable to
recover from the blow. The deed was done, however; the pillars of
the church—the proud Free Church of Scotland—were committed,
and the humility of repentance was absent. The Free Church held on
to the blood-stained money, and continued to justify itself in its
position.
One good result followed the conduct of the Free Church: it
furnished an occasion for making the people thoroughly acquainted
with the character of slavery and for arraying against it the moral and
religious sentiment of that country; therefore, while we did not
procure the sending back of the money, we were amply justified by
the good which really did result from our labors.
I must add one word in regard to the Evangelical Alliance. This
was an attempt to form a union of all Evangelical Christians
throughout the world, and which held its first session in London, in
the year 1846, at the time of the World’s Temperance Convention
there. Some sixty or seventy ministers from America attended this
convention, the object of some of them being to weave a world-wide
garment with which to clothe evangelical slaveholders; and in this
they partially succeeded. But the question of slavery was too large a
question to be finally disposed of by the Evangelical Alliance, and
from its judgment we appealed to the judgment of the people of
Great Britain, with the happiest effect—this effort of our countrymen
to shield the character of slaveholders serving to open a way to the
British ear for anti-slavery discussion.
I may mention here an incident somewhat amusing and
instructive, as it serves to illustrate how easily Americans could set
aside their notoriously inveterate prejudice against color, when it
stood in the way of their wishes, or when in an atmosphere which
made that prejudice unpopular and unchristian.
At the entrance to the House of Commons I had one day been
conversing for a few moments with Lord Morpeth, and just as I was
parting from him I felt an emphatic push against my arm, and,
looking around, I saw at my elbow Rev. Dr. Kirk of Boston. “Introduce
me to Lord Morpeth,” he said. “Certainly,” said I, and introduced him;
not without remembering, however, that the amiable Doctor would
scarcely have asked such a favor of a colored man at home.
The object of my labors in Great Britain was the concentration of
the moral and religious sentiment of its people against American
slavery. To this end, I visited and lectured in nearly all the large
towns and cities in the United Kingdom, and enjoyed many favorable
opportunities for observation and information. I should like to write a
book on those countries, if for nothing else, to make grateful mention
of the many dear friends whose benevolent actions towards me are
ineffaceably stamped upon my memory, and warmly treasured in my
heart. To these friends, I owe my freedom in the United States.
Mrs. Ellen Richardson, an excellent member of the society of
friends, assisted by her sister-in-law Mrs. Henry Richardson,—a lady
devoted to every good word and work—the friend of the Indian and
the African, conceived the plan of raising a fund to effect my ransom
from slavery. They corresponded with Hon. Walter Forward of
Pennsylvania, and through him, ascertained that Captain Auld would
take one hundred and fifty pounds sterling for me; and this sum they
promptly raised, and paid for my liberation; placing the papers of my
manumission into my hands, before they would tolerate the idea of
my return to this my native land. To this commercial transaction, to
this blood-money I owe my immunity from the operation of the
fugitive slave law of 1793, and also from that of 1850. The whole
affair speaks for itself and needs no comment now that slavery has
ceased to exist in this country, and is not likely ever again to be
revived.
Some of my uncompromising anti-slavery friends in this country
failed to see the wisdom of this commercial transaction, and were
not pleased that I consented to it, even by my silence. They thought
it a violation of anti-slavery principles, conceding the right of property
in man, and a wasteful expenditure of money. For myself, viewing it
simply in the light of a ransom, or as money extorted by a robber,
and my liberty of more value than one hundred and fifty pounds
sterling, I could not see either a violation of the laws of morality or of
economy. It is true I was not in the possession of my claimants, and
could have remained in England, for my friends would have
generously assisted me in establishing myself there. To this I could
not consent. I felt it my duty to labor and suffer with my oppressed
people in my native land. Considering all the circumstances, the
fugitive bill included, I think now as then, that the very best thing was
done in letting Master Hugh have the money, and thus leave me free
to return to my appropriate field of labor. Had I been a private
person, with no relations or duties other than those of a personal and
family nature, I should not have consented to the payment of so
large a sum, for the privilege of living securely under our glorious
republican (?) form of government. I could have lived elsewhere, or
perhaps might have been unobserved even here, but I had become
somewhat notorious, and withal quite as unpopular in some
directions as notorious, and I was therefore much exposed to arrest
A
and capture.

A
The following is a copy of these curious
papers, both of my transfer from Thomas to
Hugh Auld, and from Hugh to myself:
“Know all men, by these presents: That I,
Thomas Auld of Talbot county and state of
Maryland, for and in consideration of the sum of
one hundred dollars, current money, to me paid
by Hugh Auld, of the city of Baltimore, in the said
state, at and before the sealing and delivery of
these presents, the receipt whereof, I the said
Thomas Auld, do hereby acknowledge, have
granted, bargained, and sold, and by these
presents do grant, bargain, and sell unto the said
Hugh Auld, his executors, administrators, and
assigns, one negro man, by the name of
Frederick Bailey—or Douglass as he calls
himself—he is now about twenty-eight years of
age—to have and to hold the said negro man for
life. And I the said Thomas Auld, for myself, my
heirs, executors, and administrators, all and