<ul><li>“  Never write an advertisement  </li></ul><ul><li>which you wouldn't   want your family to read.   </li></ul><ul>...
Ground zero…
“ You Can Have Any Color As Long As It Is Black ”
1900 – 1940 <ul><li>World War I and II </li></ul>
“ Killers versus Poets”
The reason why <ul><li>The writer of an unsigned 1902 editorial in Printers' Ink spoke for the majority, noting: &quot;Mor...
“ Killers” and “Poets” <ul><li>Hard-sell advocates frequently criticized &quot;poets&quot; for desiring personal recogniti...
Copyman’s trouble <ul><li>1908,  observations in Printers Ink: </li></ul><ul><li>&quot;The modern 'copy man' has to say th...
A period of “experimental” discovery <ul><li>1905: the University of Pennsylvania offered a course in &quot;The Marketing ...
1912  1923 (Kodak)  1927
1886
1886 1880 1904
1905 1907 1920
1929 1935 1939
1914 1918
1919 1922
1923
1924 1925
1927 1929
1918
1923 1926
1918 1919
1902
1925 1928
1925 1936
1922 1926
1932 1930
1930
1930 1932
1945
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” <ul><li>More of the  consumer viewpoint  and of  economic analysis  were introduced . </li></ul><ul><...
Rise of MadMan <ul><li>Leo Burnett, identified two schools of strategic thought in a Printers' Ink article: </li></ul><ul>...
Ultimate question continues… <ul><li>In the 1950s, a slim majority continued to argue that advertising's role was to sell ...
“ Television is the triumph of machine over people. ”
The birthday of the bathroom break. <ul><li>July 1, 1941, the first day the Federal Communications Commission allowed TV s...
The birth of USP  <ul><li>The president of N.W. Ayer and Son observed in 1941 that advertising &quot;cannot create a singl...
Hierarchy of needs <ul><li>Maslow's Hierarchy of Needs model was developed between 1943-1954 , and first widely published ...
 
1950 1951
1951 1953
1954 1954
1950
1951 1952
1956 - 1957
1955 - 1956
1951 1955
1954 1959
1954
1950 1958
1954
1955
1956
1954 - 1955
1957
1955 1951
1957 1959
60’s “ Don't trust anybody over thirty! ”   Jack Weinberg
Question of “ethics”
Rise of cynicism <ul><li>“ What is the difference between unethical and ethical advertising?  Unethical advertising uses f...
First trial <ul><li>In 1968, a creative team at BBDO, New York, slips some marbles into a bowl of Campbell's vegetable sou...
1960
1960 Mc Donalds
1960 - 1961
1962 - 1963
1964 – 1965
1966
1967
1968
1962
1968
1960
1961 - 1962
1960 - 1961
1961 - 1964
1964 - 1969
1960
1961 - 1962
1963
1962 - 1965
1965 - 1967
<ul><li>1967 - WARNER </li></ul>
1966
70’s “ I find your lack of faith disturbing. ”
“ The battle is in the consumers mind”
A new approach: Positioning <ul><li>Beginning in 1969   two young marketing guys,  Jack Trout and Al Ries , wrote, spoke a...
Brand image? <ul><li>Lee Clow, in 1971: &quot;Why isn't the persona of the brand considered a real difference? Is it becau...
Mystique? <ul><li>As one wrote in 1971, &quot;Research not only takes some of the mystique out of agency creative departme...
1976 1972 1971 1971
1970
1971
1971
1970
1970
1971
1975
1978
1979 Wonderbra
80’s &quot;You'll never look at music the same way again&quot;
The search for “cool”
Emotion is the king! <ul><li>Edward de Bono (1985) </li></ul><ul><li>He noted: &quot;Emotions are an essential part of our...
Invention of ROI <ul><li>&quot;I know that half of my advertising budget is wasted, but I'm not sure which half.“ </li></u...
Differentiate or die <ul><li>Hal Riney, a creative director for the BBDO agency during the &quot;creative revolution&quot;...
E mergence of relationship marketing <ul><li>CRM </li></ul><ul><li>Customer value </li></ul><ul><li>Brand loyalty </li></u...
Consumer radar  <ul><li>Introduction of “guerilla” marketing methods.  </li></ul>
1989
1982
U.S. Army, 1981
1989
Apple Computer, 1984
1984
1987
Nike 1983
1987
1988
Lee Cooper 1987
90’s  “ Just do it!”
Need for integration
Brand is the king <ul><li>1993  The  Brand Asset Valuator  of advertising agency  Young & Rubicam  measures Brand Value by...
Integrated efforts <ul><li>Mark Tungate, the Paris-based author of Fashion Brands: Branding Style From Armani to Zara.  </...
Long live consumerism <ul><li>“ I t is our job to make women unhappy with what they have.  ”   </li></ul><ul><li>B. Earl P...
The new buzz! <ul><li>Introduction of “viral” marketing </li></ul>
1998 1992 1995
1993
1993
1994
1994
1993
1991
1991
1992
1993
1994
1989
1989
1991
1991
1991
1991
1992
1992
1992
1992
1994
1996
1996
Apple 1997
2000’s
And the era of “dialogue”…
Who is Generation Y? <ul><li>76 million people born between 1978 – 2000 </li></ul><ul><li>Millienials, Net Generation, Ech...
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
<ul><li>perception </li></ul><ul><li>80% of CEO’s believe  of believe their brand provides a superior customer experience ...
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
 
 
 
 
 
 
 
 
 
 
 
 
 
<ul><li>Diesel 2008 </li></ul>
2008
<ul><li>Cadburry 2008  </li></ul>
<ul><li>Dove Real Beauty 2008  </li></ul>
<ul><li>“ I have always believed that writing advertisements is the second most profitable form of writing. The first, of ...
References  <ul><li>Articles: </li></ul><ul><li>Title:  Hard-Sell &quot;Killers&quot; and Soft-Sell &quot;Poets&quot;: Mod...
References <ul><li>Websites </li></ul><ul><li>http://www.wk.com/#/clients/15/ </li></ul><ul><li>http://www.advertisingarch...
Thank you Tuğçe Esener  http://www.linkedin.com/in/tugceesener
Upcoming SlideShare
Loading in...5
×

History of Advertising

349,650

Published on

Published in: Business, Education
41 Comments
421 Likes
Statistics
Notes
No Downloads
Views
Total Views
349,650
On Slideshare
0
From Embeds
0
Number of Embeds
118
Actions
Shares
0
Downloads
15,727
Comments
41
Likes
421
Embeds 0
No embeds

No notes for slide
  • History of Advertising

    1. 1. <ul><li>“ Never write an advertisement </li></ul><ul><li>which you wouldn't want your family to read.  </li></ul><ul><li>You wouldn't tell lies to your own wife.  </li></ul><ul><li>Don't tell them to mine. ”   </li></ul>
    2. 2. Ground zero…
    3. 3. “ You Can Have Any Color As Long As It Is Black ”
    4. 4. 1900 – 1940 <ul><li>World War I and II </li></ul>
    5. 5. “ Killers versus Poets”
    6. 6. The reason why <ul><li>The writer of an unsigned 1902 editorial in Printers' Ink spoke for the majority, noting: &quot;More attractive than fine pictures, more potent than fine language, are the Why and Wherefore of the goods-the Reasons.“ </li></ul>
    7. 7. “ Killers” and “Poets” <ul><li>Hard-sell advocates frequently criticized &quot;poets&quot; for desiring personal recognition for their creativity. </li></ul><ul><li>Conversely, soft-sell advocates often criticized &quot;killers&quot; for their lack of creativity. </li></ul>
    8. 8. Copyman’s trouble <ul><li>1908, observations in Printers Ink: </li></ul><ul><li>&quot;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.&quot; </li></ul>
    9. 9. A period of “experimental” discovery <ul><li>1905: the University of Pennsylvania offered a course in &quot;The Marketing of Products&quot; </li></ul><ul><li>1908: Harvard Business School opens </li></ul><ul><li>1908: Northwestern University opens its School of Commerce, which will later become the Kellogg School of Management, home to influential marketing professor Philip Kotler </li></ul>
    10. 10. 1912 1923 (Kodak) 1927
    11. 11. 1886
    12. 12. 1886 1880 1904
    13. 13. 1905 1907 1920
    14. 14. 1929 1935 1939
    15. 15. 1914 1918
    16. 16. 1919 1922
    17. 17. 1923
    18. 18. 1924 1925
    19. 19. 1927 1929
    20. 20. 1918
    21. 21. 1923 1926
    22. 22. 1918 1919
    23. 23. 1902
    24. 24. 1925 1928
    25. 25. 1925 1936
    26. 26. 1922 1926
    27. 27. 1932 1930
    28. 28. 1930
    29. 29. 1930 1932
    30. 30. 1945
    31. 31. 1937 1936
    32. 32. 1937 1946
    33. 33. 1926 1929
    34. 34. 1931 1947
    35. 35. 1950’s “ After World War II society had to settle back for a moment before it picked up the 20th century.”  Stella Blum
    36. 36. Marketing for the masses…
    37. 37. Marketing “theories” <ul><li>More of the consumer viewpoint and of economic analysis were introduced . </li></ul><ul><li>The concept of marketing was being reformulated .  </li></ul>
    38. 38. Rise of MadMan <ul><li>Leo Burnett, identified two schools of strategic thought in a Printers' Ink article: </li></ul><ul><li>1-Poster-style advertising </li></ul><ul><li>2-Reason-why advertising </li></ul>
    39. 39. Ultimate question continues… <ul><li>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. </li></ul>
    40. 40. “ Television is the triumph of machine over people. ”
    41. 41. The birthday of the bathroom break. <ul><li>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. </li></ul>
    42. 42. The birth of USP <ul><li>The president of N.W. Ayer and Son observed in 1941 that advertising &quot;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.&quot; </li></ul>
    43. 43. Hierarchy of needs <ul><li>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. </li></ul>
    44. 45. 1950 1951
    45. 46. 1951 1953
    46. 47. 1954 1954
    47. 48. 1950
    48. 49. 1951 1952
    49. 50. 1956 - 1957
    50. 51. 1955 - 1956
    51. 52. 1951 1955
    52. 53. 1954 1959
    53. 54. 1954
    54. 55. 1950 1958
    55. 56. 1954
    56. 57. 1955
    57. 58. 1956
    58. 59. 1954 - 1955
    59. 60. 1957
    60. 61. 1955 1951
    61. 62. 1957 1959
    62. 63. 60’s “ Don't trust anybody over thirty! ” Jack Weinberg
    63. 64. Question of “ethics”
    64. 65. Rise of cynicism <ul><li>“ 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 </li></ul>
    65. 66. First trial <ul><li>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 &quot;corrective advertising&quot; from an advertiser that has made a false claim. </li></ul>
    66. 67. 1960
    67. 68. 1960 Mc Donalds
    68. 69. 1960 - 1961
    69. 70. 1962 - 1963
    70. 71. 1964 – 1965
    71. 72. 1966
    72. 73. 1967
    73. 74. 1968
    74. 75. 1962
    75. 76. 1968
    76. 77. 1960
    77. 78. 1961 - 1962
    78. 79. 1960 - 1961
    79. 80. 1961 - 1964
    80. 81. 1964 - 1969
    81. 82. 1960
    82. 83. 1961 - 1962
    83. 84. 1963
    84. 85. 1962 - 1965
    85. 86. 1965 - 1967
    86. 87. <ul><li>1967 - WARNER </li></ul>
    87. 88. 1966
    88. 89. 70’s “ I find your lack of faith disturbing. ”
    89. 90. “ The battle is in the consumers mind”
    90. 91. A new approach: Positioning <ul><li>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 . </li></ul>
    91. 92. Brand image? <ul><li>Lee Clow, in 1971: &quot;Why isn't the persona of the brand considered a real difference? Is it because it's too esoteric?&quot; </li></ul>
    92. 93. Mystique? <ul><li>As one wrote in 1971, &quot;Research not only takes some of the mystique out of agency creative departments, it also gives the client more direct control over creative people.&quot; </li></ul>
    93. 94. 1976 1972 1971 1971
    94. 95. 1970
    95. 96. 1971
    96. 97. 1971
    97. 98. 1970
    98. 99. 1970
    99. 100. 1971
    100. 101. 1975
    101. 102. 1978
    102. 103. 1979 Wonderbra
    103. 104. 80’s &quot;You'll never look at music the same way again&quot;
    104. 105. The search for “cool”
    105. 106. Emotion is the king! <ul><li>Edward de Bono (1985) </li></ul><ul><li>He noted: &quot;Emotions are an essential part of our thinking ability and not just something extra that mucks up our thinking&quot; </li></ul>
    106. 107. Invention of ROI <ul><li>&quot;I know that half of my advertising budget is wasted, but I'm not sure which half.“ </li></ul><ul><li>John Wanamaker </li></ul>
    107. 108. Differentiate or die <ul><li>Hal Riney, a creative director for the BBDO agency during the &quot;creative revolution&quot; of the 1960s, stated this point very clearly in 1982: '&quot;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'&quot; </li></ul>
    108. 109. E mergence of relationship marketing <ul><li>CRM </li></ul><ul><li>Customer value </li></ul><ul><li>Brand loyalty </li></ul><ul><li>Long term brand investment </li></ul>
    109. 110. Consumer radar <ul><li>Introduction of “guerilla” marketing methods. </li></ul>
    110. 111. 1989
    111. 112. 1982
    112. 113. U.S. Army, 1981
    113. 114. 1989
    114. 115. Apple Computer, 1984
    115. 116. 1984
    116. 117. 1987
    117. 118. Nike 1983
    118. 119. 1987
    119. 120. 1988
    120. 121. Lee Cooper 1987
    121. 122. 90’s “ Just do it!”
    122. 123. Need for integration
    123. 124. Brand is the king <ul><li>1993 The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors . </li></ul>
    124. 125. Integrated efforts <ul><li>Mark Tungate, the Paris-based author of Fashion Brands: Branding Style From Armani to Zara. </li></ul><ul><li>&quot;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. &quot; </li></ul>
    125. 126. Long live consumerism <ul><li>“ I t is our job to make women unhappy with what they have.  ” </li></ul><ul><li>B. Earl Puckett, 1992 </li></ul>
    126. 127. The new buzz! <ul><li>Introduction of “viral” marketing </li></ul>
    127. 128. 1998 1992 1995
    128. 129. 1993
    129. 130. 1993
    130. 131. 1994
    131. 132. 1994
    132. 133. 1993
    133. 134. 1991
    134. 135. 1991
    135. 136. 1992
    136. 137. 1993
    137. 138. 1994
    138. 139. 1989
    139. 140. 1989
    140. 141. 1991
    141. 142. 1991
    142. 143. 1991
    143. 144. 1991
    144. 145. 1992
    145. 146. 1992
    146. 147. 1992
    147. 148. 1992
    148. 149. 1994
    149. 150. 1996
    150. 151. 1996
    151. 152. Apple 1997
    152. 153. 2000’s
    153. 154. And the era of “dialogue”…
    154. 155. Who is Generation Y? <ul><li>76 million people born between 1978 – 2000 </li></ul><ul><li>Millienials, Net Generation, Echo Boomers, Google Generation, iGeneration </li></ul><ul><li>Ongoing debate about where to begin and end a generation. </li></ul>
    155. 156. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER What’s Next in Marketing
    156. 157. MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM What’s Next in Marketing
    157. 158. <ul><li>perception </li></ul><ul><li>80% of CEO’s believe of believe their brand provides a superior customer experience </li></ul><ul><li>8 % of their customers agree </li></ul><ul><li>(Bain & Company) </li></ul>FUTURE LAB
    158. 159. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURE LAB I AM THE MEDIA
    159. 160. ONLY 14% TRUST ADS CREATING BUZZ
    160. 161. 69 % INTERESTED IN AD BLOCKING TECHNOLOGIES CREATING BUZZ
    161. 162. LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% CREATING BUZZ
    162. 163. Marketing landscape
    163. 164. 2001 2007 2005 2004 1999 2006 2005
    164. 178. <ul><li>Diesel 2008 </li></ul>
    165. 179. 2008
    166. 180. <ul><li>Cadburry 2008 </li></ul>
    167. 181. <ul><li>Dove Real Beauty 2008 </li></ul>
    168. 182. <ul><li>“ I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...”  </li></ul><ul><li>Philip Dusenberry </li></ul>
    169. 183. References <ul><li>Articles: </li></ul><ul><li>Title: Hard-Sell &quot;Killers&quot; and Soft-Sell &quot;Poets&quot;: Modern Advertising's Enduring Message Strategy Debate Date : 10/1/2004; Publication : Journalism History; Author : Beard, Fred K </li></ul><ul><li>Title: The biggest moments in the last 75 years of advertising history. Date : 3/28/2005; Publication : Advertising Age; </li></ul><ul><li>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 </li></ul><ul><li>Books: </li></ul><ul><li>The Hidden Persuaders by Vance Packard and Mark Crispin Miller </li></ul><ul><li>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 </li></ul><ul><li>The Origin of Brands by Al/ Ries, Laura Ries </li></ul><ul><li>Positioning: The Battle for Your Mind, 20th Anniversary Edition by Al Ries and Jack Trout </li></ul><ul><li>Big Brands Big Trouble: Lessons Learned the Hard Way by Jack Trout </li></ul>
    170. 184. References <ul><li>Websites </li></ul><ul><li>http://www.wk.com/#/clients/15/ </li></ul><ul><li>http://www.advertisingarchives.co.uk/gallery_1900s.php </li></ul><ul><li>http://graphic-design.tjs-labs.com/gallery-view?span=15&start=30 </li></ul><ul><li>http://adage.com/century/timeline/index.html </li></ul><ul><li>http://www.rareads.com/rareads/webauto.html </li></ul><ul><li>http://donttellmymum.com/2008/10/23/10-pieces-of-content-that-define-todays-marketing-reality/ </li></ul><ul><li>http://adage.com/century/campaigns.html </li></ul><ul><li>http://www.logoorange.com/logodesign-A.php </li></ul><ul><li>http://www.adclassix.com/sitemap.htm#1900 </li></ul><ul><li>http://www.toxel.com/inspiration/2008/06/28/24-unforgettable-advertisements/ </li></ul><ul><li>Presentations </li></ul><ul><li>Whats next in Marketing Paul Isakson http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143 : </li></ul><ul><li>Futurelab I am the media http://www.slideshare.net/alainthys/i-am-the-media </li></ul><ul><li>Kameran Ahari Creating Buz http://gotastrategy.typepad.com </li></ul>
    171. 185. Thank you Tuğçe Esener http://www.linkedin.com/in/tugceesener
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×