The Advertising Century

Joyce Hall

Published on .

Joyce Hall
Hallmark Cards, Kansas City, MO

The quality standards Hall applied to brand-naming his greeting cards would later rub off on network TV through "The Hallmark Hall of Fame" specials that began airing in 1951. Pre-Hall, greeting cards were commodity items, deemed unsuited for branding because card "names" were hidden. A printer-engraver in Kansas City, Hall used point-of-purchase card displays, created "sending situations" and turned to radio in 1938 to establish his brand. In 1944, Foote, Cone & Belding's warm commercials in compatible TV specials established the slogan, "When you care enough to send the very best." Hall then leveraged the brand into Hallmark stores, TV production, cable and printing businesses.

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