Jump to ContentJump to Main Navigation
A Word from Our SponsorAdmen, Advertising, and the Golden Age of Radio$
Users without a subscription are not able to see the full content.

Cynthia B. Meyers

Print publication date: 2013

Print ISBN-13: 9780823253708

Published to Fordham Scholarship Online: September 2015

DOI: 10.5422/fordham/9780823253708.001.0001

Show Summary Details
Page of

PRINTED FROM FORDHAM SCHOLARSHIP ONLINE (www.fordham.universitypressscholarship.com). (c) Copyright Fordham University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in FSO for personal use.date: 29 June 2022

Two Agencies

Two Agencies

Batten Barton Durstine & Osborn, Crafters of the Corporate Image, and Benton & Bowles, Radio Renegades

(p.170) 7 Two Agencies
A Word from Our Sponsor

Cynthia B. Meyers

Fordham University Press

This chapter focuses on two important advertising agencies—Batten Barton Durstine & Osborn (BBDO) and Benton & Bowles (B&B). BBDO approached radio as an ideal medium for building a corporate image, overseeing programs for large advertisers concerned not with product sales but with improving consumers' views of them as good corporate citizens. Their longest-running and best-known program for the Du Pont Company, Cavalcade of America—a docudrama tracing the history of American business and innovation—served the progressive goals of cultural uplift, public education, and good corporate citizenship. Meanwhile, B&B approached radio as an opportunity for innovating advertising by challenging the advertising industry conventions. B&B's most important program, Maxwell House Show Boat—which used integrated commercials—not only became a top prime time program but also increased Maxwell House coffee sales by 70 percent.

Keywords:   advertising agencies, Batten Barton Durstine & Osborn, Benton & Bowles, corporate image, Du Pont Company, Cavalcade of America, Maxwell House Show Boat, integrated commercials

Fordham Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .