“
which you

Never write an
wouldn't want

advertisement
your family to
read. 
You wouldn't tell lies to your own wife. 
D...
Ground zero…
“You Can Have Any Color As Long As It Is Black”
1900 – 1940
and II
I
ld War
• Wor
“Killers versus Poets”
The reason why
The writer of an unsigned 1902 editorial in
Printers' Ink spoke for the majority, noting:
"More attractive ...
“Killers” and “Poets”
Hard-sell advocates frequently criticized "poets"
for desiring personal recognition for their
creati...
Copyman’s trouble
1908, observations in Printers Ink:
"The modern 'copy man' has to say things in a
way that they have not...
A period of “experimental” discovery
• 1905: the University of Pennsylvania offered a
course in "The Marketing of Products...
1912

(Kodak)

1923

1927
1886
1880

1886

1904
1905

1920

1907
1935

1939
1929
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”
• More of the consumer viewpoint and of
economic analysis were introduced.
• The concept of marketing...
Rise of MadMan
Leo Burnett, identified two schools of strategic
thought in a Printers' Ink article:
1-Poster-style adverti...
Ultimate question continues…
In the 1950s, a slim majority continued to argue
that advertising's role was to sell products...
“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 ...
The birth of USP
The president of N.W. Ayer and Son observed in
1941 that advertising "cannot create a single
point of sup...
Hierarchy of needs
Maslow's Hierarchy of Needs model was
developed between 1943-1954, and first widely
published in Motiva...
1951
1950
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
1959

1957
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 ...
First trial
In 1968, a creative team at BBDO, New York, slips some marbles
into a bowl of Campbell's vegetable soup to kee...
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
1967 - WARNER
1966
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
dissemina...
Brand image?
Lee Clow, in 1971: "Why isn't the persona of the
brand considered a real difference? Is it because
it's too e...
Mystique?
As one wrote in 1971, "Research not only takes
some of the mystique out of agency creative
departments, it also ...
1972

1976

1971

1971
1970
1971
1971
1970
1970
1971
1975
1978
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 ...
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, sta...
Emergence of relationship marketing
•
•
•
•

CRM
Customer value
Brand loyalty
Long term brand investment
Consumer radar
• Introduction of “guerilla” marketing methods.
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
1993 The Brand Asset Valuator of advertising
agency Young & Rubicam measures Brand Value
by applying fou...
Integrated efforts
Mark Tungate, the Paris-based author of
Fashion Brands: Branding Style From Armani to
Zara.
"Advertiser...
Long live consumerism
“It is our job to make women unhappy with
what they have. ”
B. Earl Puckett, 1992
The new buzz!
• Introduction of “viral” marketing
1995
1998

1992
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
2000’s
And the era of “dialogue”…
Who is Generation Y?
• 76 million people born between 1978 – 2000
• Millienials, Net Generation, Echo Boomers, Google
Gene...
OLD MARKETING

What’s Next in Marketing

PRODUCT

PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
MODERN MARKETING

What’s Next in Marketing

PRODUCT

PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
perception

80% of CEO’s believe of
believe their brand provides a
superior customer experience
8 % of their customers agr...
I AM THE MEDIA

76% of consumers don’t believe that
companies tell the truth in advertisements
Yankelowich,2006

FUTURELAB
CREATING BUZZ

ONLY

14% TRUST ADS

160
69 % INTERESTED IN AD

CREATING BUZZ

BLOCKING TECHNOLOGIES

161
LAW OF FEW

CREATING BUZZ

10% INFLUENCE PURCHASING
BEHAVIOR OF OTHER 90%

162
Marketing landscape
2001

2006

2005

1999

2005
2007

2004
Diesel 2008
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, i...
References
Articles:
•
Title: Hard-Sell "Killers" and Soft-Sell "Poets": Modern Advertising's Enduring Message Strategy De...
References
Websites
•
http://www.wk.com/#/clients/15/
•
http://www.advertisingarchives.co.uk/gallery_1900s.php
•
http://gr...
Thank you

Tuğçe Esener http://www.linkedin.com/in/tugceesener
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  • 1921 – Henry Ford
  • 1914
    I Dünya savaşı başladı.
    1918
    I Dünya savaşı bitti.
    1922
    Mussolini, başbakan oldu.
    Albert Einstein Nobel Fizik Ödülü'nü kazandı.
    1923
    Adolf Hitler'in yapmak istediği darbe engellendi ve Hitler tutuklandı.
    1925
    Adolf Hitler, Mein Kampf'ı (Kavgam) yayımladı.
    Pilsoudski, Polonya'da darbe yaptı. Portekiz Cumhuriyeti, askeri darbeyle devrildi. Almanya, Milletler Cemiyeti'ne kabul edildi.
    1927ABD'de ilk uzun metrajlı sözlü filmler, gösterime girdi. Amerikalı pilot Charles Lindbergh, Atlas Okyanusu'nu tek başına ve kesintisiz geçti. Fransız Jules Rimet'in önerisiyle, Dünya Futbol Şampiyonası düzenlenmesi kararlaştırıldı.
    1928Ulusal politikanın bir aracı olarak savaşı yasaklamayı amaçlayan Kellog-Briand Paktı, 60 ülke tarafından imzalandı.
    1929Hollywood'da ilk Oscar Ödül Töreni yapıldı.
    1931Japonya, Mançurya'yı işgal etti. Uzakdoğu Savaşı başladı.
    1932Irak, bağımsızlığını ilan etti.
    1933Alman Ulusal Sosyalist Parti lideri Hitler, başbakan oldu. Naziler, Dachau'da ilk toplama kampını açtılar. Almanya'da Nazi Partisi, yahudileri boykot etme kararı aldı. Nazilere bağlı gizli polis örgütü Gestapo kuruldu. Naziler, Alman ırkını canlandırmak için halkı güçsüzlerden temizleme kararı aldı.
    1934Almanya'da Devlet Başkanı'nın ölmesi üzerine Adolf Hitler, ülkenin mutlak lideri oldu ve başbakanlık, devlet başkanlığı yetkilerini elde etti.
    1935Nuremberg Yasaları olarak bilinen ırkçı yasalar resmen ilan edildi. İtalya, Etiyopya'yı işgal etti.
    1937Naziler, Buchenwald Toplama Kampı'nı açtılar. Japonya, Çin'i savaş ilan etmeksizin işgal etti. Milliyetçi Çin'in başkenti Nanking'de 250.000 Çinli, Japonlar tarafından katledildi.
    1938Alman birlikleri, Avusturya'ya girdi.
    1939İtalyan birlikleri, Arnavutluk'u işgal etti. Almanya ve Sovyetler Birliği arasında, saldırmazlık anlaşması imzalandı. Almanya, Polonya'yı işgal etti ve 2. Dünya Savaşı başladı. İngiltere ve Fransa, Almanya'ya savaş ilan ettiler. Sovyetler Birliği, Ribbentrop-Molotov Antlaşması'nın gizli bir maddesi gereğince Polonya'ya saldırdı. Hitler ve Stalin, Polonya'yı paylaştılar.
    1940Sovyetler Birliği, Finlandiya'ya saldırdı. Saldırı, tarihe ''Kış Savaşı'' olarak girdi.
    1946Winston Churchill, Missouri'deki Fulton'da, ilk kez "demir perde" den söz etti.
    1947Al Capone öldü.Avrupa Kalkınma Programı açıklandı. SSCB, atom bombası yapabildiğini açıkladı.
    1949İngiliz yazar George Orwell, ''1984''ü yazdı. SSCB'de ilk atom patlaması oldu.
    1950Kore Savaşı başladı. ABD Kore'ye çıkarma yaptı. 29 Eylül'de Seul işgal edildi.
  • 1952Marshall Adaları'nda, ABD tarafından yapılan ilk hidrojen bombası patladı. İlk bilgisayar IBM-701 piyasaya çıktı. Fransa'yla İngiltere arasında ilk uluslararası televizyon bağlantısı kuruldu.
    1955İlk fast-food lokanta, McDonald's, ABD'de açıldı.
    Bebek patlaması kuşağı - 1946 ile 1974 arasında doğmuş olanlar. Bebek Patlaması kuşağı, önceki erişkin kuşaklarına göre yeni deneyimlere ve markalara çok daha açık olan dinamik bir grup oluşturuyor. Pazarlama uzmanlarının, Bebek Patlaması kuşağının ne kadar yaşlı olduklarına bakmak yerine, ne yaptıklarına bakarak hedeflerini belirlemeleri gerekiyor. Bebek Patlaması kuşağındakiler, çok döngüsel yaşamlar sürüyorlar. 40’lı ya da 50’li yaşlarında üniversiteye dönüyor olabilirler, yalnız yaşıyor olabilirler ya da ikinci kez evlenmiş, çocuk yetiştiriyor olabilirler.
  • “All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.” William Bernbach quotes (American advertising executive, 1911-1982)
  • One of the most influential message strategists of the second half of the twentieth century,
    1-Poster-style advertising which depends on its simplicity and its manner plus a cogent selling thought expressed with a rigid economy of words.
    2-Reason-why advertising which takes the reader by the hand, emotionalizes the results of the product, and rationalizes it with pertinent information and persuasive argument.
  • Fred Allen (1894 – 1956)
  • By 1955, however, more than 900 marketers have begun advertising on TV and expenditures have surpassed both magazines and radio to become the leading marketing medium in the U.S., with revenue topping $1 billion. By 2004, more than 200 million sets are in use in the U.S., and TV ad spending tops $50 billion.
    The first ad takes the form of a "time signal" featuring the face of a ticking watch, sponsored by Bulova Watch Co. Procter & Gamble Co., Lever Bros. and Sun Oil join Bulova as TV's first sponsors, paying $100-including time and studio costs-for the privilege of branding quarter-hours of programming that reach fewer than 5,000 households in the New York metropolitan area.
  • 1960Doğum kontrol hapı, ABD'de satışa sunuldu.
    1961Yahudilerin katledilmesiyle suçlanan eski SS lideri Adolf Eichmann hakkında dava açıldı. Arjantin'e sığınan Eichmann, İsrail İstihbarat Servisi tarafından kaçırıldı. 15 Aralık'ta ölüme mahkum edildi, 31 Mayıs 1962'de idam edildi.
    J.F Kennedy, ABD Ordusu'nun Vietnam'a müdahale programına onay verdi.
    1962Ünlü müzik topluluğu Beatles, ilk plağının kaydını yaptı. Ünlü modacı Yves Saint Laurent, ilk defilesini sundu.
    1964ABD Vietnam'a girdi. Çin, ilk nükleer bombasını patlattı.
    1967Küba Devrimi'nin önderlerinden Ernesto ''Che''Guevara öldü.
    1968Fransa'da ''68 kuşağı''öğrenci hareketleri başladı. ABD'de yurttaş hakları hareketine öncülük eden siyah din adamı Martin Luther King, 39 yaşında öldürüldü.
  • Bernbach
  • 1973ABD ile Vietnam arasında, ateşkes anlaşması imzalandı, son ABD Kuvvetleri Vietnam'ı 29 Mart'ta terketti.
    1976Steve Jobs ve Steve Wozmiac, ilk kişisel bilgisayar Apple'i gerçekleştirdiler.
  • "positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the prospect".
  • In June 1971, Davidson presented a number of design options to Knight and other BRS executives, and they ultimately selected the mark now known globally as the Swoosh. Davidson submitted a bill for $35 for her work. (In 1983, Knight gave Davidson a gold Swoosh ring and an envelope filled with Nike stock to express his gratitude.)
  • 1980Yeni bir hastalık belirlendi: AIDS.
    1981
    MTV kuruldu.
    1987ABD, SSCB'nin önerisini kabul etti, Asya ve Avrupa'da konuşlandırılmış ve menzili 500-5 bin 500 kilometre olan bütün füzeler imha edildi. Nükleer dönemin ilk gerçek silahsızlanma anlaşması olan Washington Antlaşması imzalandı.
    1988
    George Bush, ABD Başkanı oldu.
    1989Berlin Duvarı yıkıldı.
    1991Körfez Savaşı başladı, 28 Şubat'ta Irak'ın yenilgisiyle sona erdi. İlk canlı yayın savaş görüntüleri…
    1992Bill Clinton, ABD Başkanlığı'na seçildi.
  • The Six Thinking Hats technique of Edward de Bono is a model that can be used for exploring different perspectives towards a complex situation or challenge. Seeing things in various ways is often a good idea in strategy formation or complex decision-making processes.
  • Robert Sobel (1974). "John Wanamaker: The Triumph of Content Over Form", chapter 3 in The Entrepreneurs: Explorations Within the American Business Tradition (Weybright & Talley), ISBN 0-679-40064-8
  • feminism, environmentalism, racial equality and technology.
    Diana, Princess of Wales dies after a car crash in a Paris road tunnel.
    The Iraqi invasion of Kuwait in August 2, 1990 and the subsequent Gulf War in 1991.
    The German reunification in October 3, 1990 as a result of the fall of the Berlin Wall
    The breakup of Yugoslavia beginning on June 25, 1991 after the republics of Croatia and Slovenia declared independence from Yugoslavia which was followed by the subsequent Yugoslav wars.
    The World Wide Web becomes the first publicly available service on the internet on August 6, 1991, beginning the eventual expansion of public use of the internet.
    The Rwandan Genocide which began on April 6, 1994 until mid-July 1994 results in serious criticism of the United Nations and major countries for failing to stop the genocide.
    The first cloned mammal, Dolly the sheep is confirmed and reported by global media on February 26, 1997.
    The adoption of the Kyoto Protocol by the United Nations Framework Convention on Climate Change on December 11, 1997
    1993 World Trade Center bombing and marked the beginning of a series of attempted terrorist attacks by Al Qaeda against the U.S. that would continue into the 2000s.
  • All about pushing things out at people. A one way process. Shove, shout, sell.
  • Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
  • Dusenberry was well-known for his work with one of his major clients, the soft drink giant Pepsi. He devised the advertising slogan "The Choice of a New Generation", and was instrumental in casting celebrities in Pepsi's high-profile advertisements, including Lionel Richie, Don Johnson, Madonna and Michael J. Fox. Dusenberry was overseeing the production of an infamous Pepsi commercial starring Michael Jackson in which Jackson's hair accidentally caught fire when a smoke effect misfired
  • Advertising history

    1. 1. “ which you Never write an wouldn't want advertisement your family to read.  You wouldn't tell lies to your own wife.  Don't tell them to mine. ” 
    2. 2. Ground zero…
    3. 3. “You Can Have Any Color As Long As It Is Black”
    4. 4. 1900 – 1940 and II I ld War • Wor
    5. 5. “Killers versus Poets”
    6. 6. 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.“
    7. 7. “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.
    8. 8. 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 beforebecause that is the only kind of talk that will nowadays attract attention."
    9. 9. 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
    10. 10. 1912 (Kodak) 1923 1927
    11. 11. 1886
    12. 12. 1880 1886 1904
    13. 13. 1905 1920 1907
    14. 14. 1935 1939 1929
    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” • More of the consumer viewpoint and of economic analysis were introduced. • The concept of marketing was being reformulated.
    38. 38. Rise of MadMan Leo Burnett, identified two schools of strategic thought in a Printers' Ink article: 1-Poster-style advertising 2-Reason-why advertising
    39. 39. 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 hardsell advocates from forty years earlier.
    40. 40. “Television is the triumph of machine over people.”
    41. 41. 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.
    42. 42. 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."
    43. 43. 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.
    44. 44. 1951 1950
    45. 45. 1951 1953
    46. 46. 1954 1954
    47. 47. 1950
    48. 48. 1951 1952
    49. 49. 1956 - 1957
    50. 50. 1955 - 1956
    51. 51. 1951 1955
    52. 52. 1954 1959
    53. 53. 1954
    54. 54. 1950 1958
    55. 55. 1954
    56. 56. 1955
    57. 57. 1956
    58. 58. 1954 - 1955
    59. 59. 1957
    60. 60. 1955 1951
    61. 61. 1959 1957
    62. 62. 60’s “Don't trust anybody over thirty!” Jack Weinberg
    63. 63. Question of “ethics”
    64. 64. 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
    65. 65. 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.
    66. 66. 1960
    67. 67. 1960 Mc Donalds
    68. 68. 1960 - 1961
    69. 69. 1962 - 1963
    70. 70. 1964 – 1965
    71. 71. 1966
    72. 72. 1967
    73. 73. 1968
    74. 74. 1962
    75. 75. 1968
    76. 76. 1960
    77. 77. 1961 - 1962
    78. 78. 1960 - 1961
    79. 79. 1961 - 1964
    80. 80. 1964 - 1969
    81. 81. 1960
    82. 82. 1961 - 1962
    83. 83. 1963
    84. 84. 1962 - 1965
    85. 85. 1965 - 1967
    86. 86. 1967 - WARNER
    87. 87. 1966
    88. 88. 70’s “I find your lack of faith disturbing.”
    89. 89. “The battle is in the consumers mind”
    90. 90. 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.
    91. 91. 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?"
    92. 92. 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."
    93. 93. 1972 1976 1971 1971
    94. 94. 1970
    95. 95. 1971
    96. 96. 1971
    97. 97. 1970
    98. 98. 1970
    99. 99. 1971
    100. 100. 1975
    101. 101. 1978
    102. 102. 1979 Wonderbra
    103. 103. 80’s "You'll never look at music the same way again"
    104. 104. The search for “cool”
    105. 105. 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"
    106. 106. Invention of ROI "I know that half of my advertising budget is wasted, but I'm not sure which half.“ John Wanamaker
    107. 107. 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'"
    108. 108. Emergence of relationship marketing • • • • CRM Customer value Brand loyalty Long term brand investment
    109. 109. Consumer radar • Introduction of “guerilla” marketing methods.
    110. 110. 1989
    111. 111. 1982
    112. 112. U.S. Army, 1981
    113. 113. 1989
    114. 114. Apple Computer, 1984
    115. 115. 1984
    116. 116. 1987
    117. 117. Nike 1983
    118. 118. 1987
    119. 119. 1988
    120. 120. Lee Cooper 1987
    121. 121. 90’s “Just do it!”
    122. 122. Need for integration
    123. 123. Brand is the king 1993 The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors.
    124. 124. 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. "
    125. 125. Long live consumerism “It is our job to make women unhappy with what they have. ” B. Earl Puckett, 1992
    126. 126. The new buzz! • Introduction of “viral” marketing
    127. 127. 1995 1998 1992
    128. 128. 1993
    129. 129. 1993
    130. 130. 1994
    131. 131. 1994
    132. 132. 1993
    133. 133. 1991
    134. 134. 1991
    135. 135. 1992
    136. 136. 1993
    137. 137. 1994
    138. 138. 1989
    139. 139. 1989
    140. 140. 1991
    141. 141. 1991
    142. 142. 1991
    143. 143. 1991
    144. 144. 1992
    145. 145. 1992
    146. 146. 1992
    147. 147. 1992
    148. 148. 1994
    149. 149. 1996
    150. 150. 1996
    151. 151. Apple 1997
    152. 152. 2000’s 2000’s
    153. 153. And the era of “dialogue”…
    154. 154. 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.
    155. 155. OLD MARKETING What’s Next in Marketing PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    156. 156. MODERN MARKETING What’s Next in Marketing PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    157. 157. perception 80% of CEO’s believe of believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
    158. 158. I AM THE MEDIA 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURELAB
    159. 159. CREATING BUZZ ONLY 14% TRUST ADS 160
    160. 160. 69 % INTERESTED IN AD CREATING BUZZ BLOCKING TECHNOLOGIES 161
    161. 161. LAW OF FEW CREATING BUZZ 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% 162
    162. 162. Marketing landscape
    163. 163. 2001 2006 2005 1999 2005 2007 2004
    164. 164. Diesel 2008
    165. 165. 2008
    166. 166. Cadburry 2008
    167. 167. Dove Real Beauty 2008
    168. 168. “I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...” Philip Dusenberry
    169. 169. 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 Hi 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
    170. 170. 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
    171. 171. Thank you Tuğçe Esener http://www.linkedin.com/in/tugceesener
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