Stanley Resor's Philosophy
"Resor's philosophy clearly reflected the preoccupations of the era - Science, Efficiency, Progress, Control, and Professionalism of Advertising"(Kreshel 1990, p.51).
Based on Resor's philosophy of science, control and professionalism, he was the first one to redefined the work of an advertising agency in terms of scientific research and marketing to rationalize the process of advertising and to drive advertising toward a professional science-based enterprise(Kreshel Fall 1990, p.81). According to him, advertising was an educational tool which possessed marketing, economic and social power, and carried social responsibilities. However, he also agreed that in order for advertising to attain professionalism, it was dependent upon the soundness of advertising methods and advertising industry's ability to provide solutions to problems encountered in business practice(Kreshel Fall 1990, p.82).
While advertising was still viewed by many as something based on inspiration, immature ideas, and snappy slogans, Resor argued that if advertising was to be taken seriously and regarded as a business force, the industry had to demonstrate its capabilities and to assume new responsibilities. He believed that, "it pays to advertise"(Kreshel Fall 1990, p.82).
Resor believed that the interjection of scientific research into advertising practice would give the business community a sense of control, efficiency and professionalism. His philosophy situated advertising practice among the business activities which were being newly identified as "marketing"(Kreshel 1990, p.51). Under the influence of a social historian Henry Thomas Buckle, Resor believed that the "law" of human behavior could be discovered through scientific investigation(Fox 1984, p.83). Resor wrote:
"Whenever one of us goes to the theater or picks a necktie, we are responding to definite laws. For every type of decision for every sale in retail stores--basic laws govern the actions of people in great masses"(Kreshel 1990, p.51).
He also says, "the work of advertising was to control and guide the conditions that lead people to make decisions"(Kreshel Fall 1990, p.83).
Resor professed no particular "scientific theory" about how advertising worked. Instead, he suggested that "laws" of human behaviors could be discovered only through scientific research.
In order to implement his philosophy into actual advertising practices, he hired John B. Watson, a social behaviorist who also believed in laws of human behavior, in 1920(Fox 1984, p.85). Watson assumed the responsibility as Resor's ambassador and became a vice president in 1924.
As a college graduate himself, he believed that a good advertising person must be well trained and well educated in order to understand all of the phases of the advertising practice. He also took great pride in hiring college graduates from the fields other than advertising. In order to provide a well-rounded background for his people in J. Walter Thompson, Resor established an in-house training program, "University of Advertising"(Kreshel Fall 1990, p.84). In addition, a Statistical and Investigation Department was established in 1915, and a number of mechanisms were implemented within the agency to facilitate data collection. One of the mechanisms is "The Thompson T-Square" which consisted of 5 questions that needed to be answered before formulation of marketing plans for every product or service(Kreshel Fall 1990, p.85).
Resor believed that there was no "brilliant individual". He did not significantly emphasize on the excellence of the art work that went into each advertisement. What was important to him was how to sell his clients' products. Therefore, "thoroughness" of the work was what J. Walter Thompson people wanted to achieve. The only path to "thoroughness", as believed by Resor, was research(Fox 1984, p.83; Fortune 1947, p.223).
As part of striving toward professionalism in advertising, he had set up the "Standards of Practice" at the A.A.A.A. which stressed that no ethical member agency may solicit an account by the submission of speculative copy(Barton 1955, p.252-253; Fortune 1947, p.228). He wanted to make advertising as respectable as any other profession(Fox 1984, p.90) by doing the job with integrity(Advertising Age 1955, p.45). Below was one of the examples of how Resor followed this principle:
Gray and Williams, the heads of the Camel cigarette brand, asked Resor to attend a meeting in Winston-Salem, North Carolina, to discuss Thompson's appropriateness to Camel's needs. The Camel account wanted "An Idea" to compete with its number one rival, Lucky Strike. The Camel account was willing to spend $12 million a year for advertising. However, Stanley Resor left Winston-Salem without the Camel account. "Stanley had his position: there was to be nothing speculative, not even when $12 million was hanging in the balance," said an associate who went to the meeting with Resor. Resor said at the meeting, "you know we're a good agency, and if you give us your account you know we'll do a good job. We never prepared copy on speculation"(Fortune 1947, p.230).
With Resor's effort in implementing scientific research into advertising practices as well as his persistence with non-speculative practices in the advertising business during his presidency at J. Walter Thompson, he has transformed the American's advertising industry into a well organized business community with professional stature and conducts.
Copyright@1997 by Chia Y. Chiang