History of Advertising

“ Never write an advertisement
which you wouldn't want your family to read.
You wouldn't tell lies to your own wife.
Don't tell them to mine. ”

Ground zero…

“ You Can Have Any Color As Long As It Is Black ”

1900 – 1940
World War I and II

“ Killers versus Poets”

The reason why
The writer of an unsigned 1902 editorial in Printers' Ink spoke for the majority, noting: "More attractive than fine pictures, more potent than fine language, are the Why and Wherefore of the goods-the Reasons.“

“ Killers” and “Poets”
Hard-sell advocates frequently criticized "poets" for desiring personal recognition for their creativity.
Conversely, soft-sell advocates often criticized "killers" for their lack of creativity.

Copyman’s trouble
1908, observations in Printers Ink:
"The modern 'copy man' has to say things in a way that they have not been said before-because that is the only kind of talk that will nowadays attract attention."

A period of “experimental” discovery
1905: the University of Pennsylvania offered a course in "The Marketing of Products"
1908: Harvard Business School opens
1908: Northwestern University opens its School of Commerce, which will later become the Kellogg School of Management, home to influential marketing professor Philip Kotler

1912 1923 (Kodak) 1927

1886 1880 1904

1905 1907 1920

1929 1935 1939

1914 1918

1919 1922

1924 1925

1927 1929

1923 1926

1918 1919

1925 1928

1925 1936

1922 1926

1932 1930

1930 1932

1937 1936

1937 1946

1926 1929

1931 1947

1950’s “ After World War II society had to settle back for a moment before it picked up the 20th century.” Stella Blum

Marketing for the masses…

Marketing “theories”
More of the consumer viewpoint and of economic analysis were introduced .
The concept of marketing was being reformulated .

Rise of MadMan
Leo Burnett, identified two schools of strategic thought in a Printers' Ink article:
1-Poster-style advertising
2-Reason-why advertising

Ultimate question continues…
In the 1950s, a slim majority continued to argue that advertising's role was to sell products directly, with remarks similar to those of hard-sell advocates from forty years earlier.

“ Television is the triumph of machine over people. ”

The birthday of the bathroom break.
July 1, 1941, the first day the Federal Communications Commission allowed TV stations to switch from experimental to commercial broadcasts. NBC New York affiliate WNBT becomes the first of 22 FCC licensees to air sponsored programming.

The birth of USP
The president of N.W. Ayer and Son observed in 1941 that advertising "cannot create a single point of superiority in a product or add a single virtue to its manufacturer. What advertising can do is to speed up the process of getting a good product well and favorably known."

Hierarchy of needs
Maslow's Hierarchy of Needs model was developed between 1943-1954 , and first widely published in Motivation and Personality in 1954 . At this time the Hierarchy of Needs model comprised five needs. Maslow's most popular book is Toward a Psychology of Being (1968), in which more layers were added.

1950 1951

1951 1953

1954 1954

1951 1952

1956 - 1957

1955 - 1956

1951 1955

1954 1959

1950 1958

1954 - 1955

1955 1951

1957 1959

60’s “ Don't trust anybody over thirty! ” Jack Weinberg

Question of “ethics”

Rise of cynicism
“ What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public. ” Vilhjalmur Stefansson, 1964

First trial
In 1968, a creative team at BBDO, New York, slips some marbles into a bowl of Campbell's vegetable soup to keep the vegetables from sinking to the bottom. This seemingly innocent effort sparks a Federal Trade Commission probe and becomes the basis for the FTC's efforts to eliminate false ads with a practice that allows it to demand "corrective advertising" from an advertiser that has made a false claim.

1960 Mc Donalds

1960 - 1961

1962 - 1963

1964 – 1965

1961 - 1962

1960 - 1961

1961 - 1964

1964 - 1969

1961 - 1962

1962 - 1965

1965 - 1967

1967 - WARNER

70’s “ I find your lack of faith disturbing. ”

“ The battle is in the consumers mind”

A new approach: Positioning
Beginning in 1969 two young marketing guys, Jack Trout and Al Ries , wrote, spoke and disseminated to the advertising and PR world about a new concept in communications called positioning .

Brand image?
Lee Clow, in 1971: "Why isn't the persona of the brand considered a real difference? Is it because it's too esoteric?"

Mystique?
As one wrote in 1971, "Research not only takes some of the mystique out of agency creative departments, it also gives the client more direct control over creative people."

1976 1972 1971 1971

1979 Wonderbra

80’s "You'll never look at music the same way again"

The search for “cool”

Emotion is the king!
Edward de Bono (1985)
He noted: "Emotions are an essential part of our thinking ability and not just something extra that mucks up our thinking"

Invention of ROI
"I know that half of my advertising budget is wasted, but I'm not sure which half.“
John Wanamaker

Differentiate or die
Hal Riney, a creative director for the BBDO agency during the "creative revolution" of the 1960s, stated this point very clearly in 1982: '"Most of the time,' he says, 'the facts haven't done me a lot of good. It seems there's someone already using the same ones'"

E mergence of relationship marketing
CRM
Customer value
Brand loyalty
Long term brand investment

Consumer radar
Introduction of “guerilla” marketing methods.

U.S. Army, 1981

Apple Computer, 1984

Nike 1983

Lee Cooper 1987

90’s “ Just do it!”

Need for integration

Brand is the king
1993 The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors .

Integrated efforts
Mark Tungate, the Paris-based author of Fashion Brands: Branding Style From Armani to Zara.
"Advertisers today can be more subtle because they are safe in the knowledge that a single image does not have to stand alone. The Web site and the store are equally parts of the brand experience. "

Long live consumerism
“ I t is our job to make women unhappy with what they have. ”
B. Earl Puckett, 1992

The new buzz!
Introduction of “viral” marketing

1998 1992 1995

Apple 1997

2000’s

And the era of “dialogue”…

Who is Generation Y?
76 million people born between 1978 – 2000
Millienials, Net Generation, Echo Boomers, Google Generation, iGeneration
Ongoing debate about where to begin and end a generation.

OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER What’s Next in Marketing

MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM What’s Next in Marketing

perception
80% of CEO’s believe of believe their brand provides a superior customer experience
8 % of their customers agree
(Bain & Company)
FUTURE LAB

76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURE LAB I AM THE MEDIA

ONLY 14% TRUST ADS CREATING BUZZ

69 % INTERESTED IN AD BLOCKING TECHNOLOGIES CREATING BUZZ

LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% CREATING BUZZ

Marketing landscape

2001 2007 2005 2004 1999 2006 2005

Diesel 2008

Cadburry 2008

Dove Real Beauty 2008

“ I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...”
Philip Dusenberry

References
Articles:
Title: Hard-Sell "Killers" and Soft-Sell "Poets": Modern Advertising's Enduring Message Strategy Debate Date : 10/1/2004; Publication : Journalism History; Author : Beard, Fred K
Title: The biggest moments in the last 75 years of advertising history. Date : 3/28/2005; Publication : Advertising Age;
Title: Ad Ages 50 years of image-making; evolving from the rational pitch to glossy lifestyle campaigns, men's fashion advertising over the past half-century is a window on culture and society. Date : 4/24/2006; Publication : Daily News Record; Author : Lipke, David
Books:
The Hidden Persuaders by Vance Packard and Mark Crispin Miller
American Social Classes in the 1950s: Selections from Vance Packard's The Status Seekers (The Bedford Series in History and Culture) by Vance Packard and Daniel Horowitz
The Origin of Brands by Al/ Ries, Laura Ries
Positioning: The Battle for Your Mind, 20th Anniversary Edition by Al Ries and Jack Trout
Big Brands Big Trouble: Lessons Learned the Hard Way by Jack Trout

References
Websites
http://www.wk.com/#/clients/15/
http://www.advertisingarchives.co.uk/gallery_1900s.php
http://graphic-design.tjs-labs.com/gallery-view?span=15&start=30
http://adage.com/century/timeline/index.html
http://www.rareads.com/rareads/webauto.html
http://donttellmymum.com/2008/10/23/10-pieces-of-content-that-define-todays-marketing-reality/
http://adage.com/century/campaigns.html
http://www.logoorange.com/logodesign-A.php
http://www.adclassix.com/sitemap.htm#1900
http://www.toxel.com/inspiration/2008/06/28/24-unforgettable-advertisements/
Presentations
Whats next in Marketing Paul Isakson http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143 :
Futurelab I am the media http://www.slideshare.net/alainthys/i-am-the-media
Kameran Ahari Creating Buz http://gotastrategy.typepad.com

Thank you Tuğçe Esener http://www.linkedin.com/in/tugceesener

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History of Advertising

by Tugce Esener

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