0
The evolution
of the
advertising
industry.
By @heleenmills
There was a
time when this
was a tablet.
And not this.
There was a time when brands did not
really exist…
…and there wasn’t nearly
as devoted brand
supporters, like this one.
It is easy to forget some of
the things …
So much has changed in the
world of advertising the past
couple of decades…
Like, that life existed
before the Internet.
Like that there is a reason why one is more
prone to survive a plane crash than to click
on a “banner ad”
PRE INDUSTRIAL
ERA
1275 - 1800
Yes, it’s a long
time, but not
much happened!
The Chinese discovers what
they call paper.
They use it for:
• wrapping paper &
• as a clad for mirrors.
105 AD
1400’s
Johannes
Guttenburg
discovers the
Printing Press.
Hello mass
media!
First newspaper advertisement appears. It was
a reward offered for 12 stolen horses.
1650
This is what newspaper ads looked like.
1700’s…
INDUSTRIAL ERA
1800 - 1875
The industrial revolution began in America.
1800-ish
Animals
machines...
were
replaced by
…and the same goods were being
manufactured in greater
quantities.
More products need
advertisements.
More people need
advertisements.
1841
Advertising
became a career.
Volney B. Palmer
opens the 1st
agency.
1867
Billboards & Transit adverts became
popular as transport developed.
“BRANDING” ERA
1900 - 1918
Mass production of generic goods
satisfies consumers’ basic needs.
Producers start to focus on
packaging and branding to
differetiate.
P.T. BARNUM
Advertising became a field of study at
Northwestern University.
1900 “There’s a
science to
this stuff!”
1902
Unilever appoints
an agency to
advertise LifeBuoy
Soap.
1911
Procter&Gamble
pays for the 1ste
product launch
Sexual appeal
was used for the 1st
time.
1911
1913
Camel advertises
packaged
cigarttes for the
1st time.
“CONSUMERISM”
1920 - 1929
1920
America’s 1st
radion station,
KDKA, is
established.
1920
America’s advertising industry is worth
nearly $3billion.
In 2011 it was $497 billion.
Almost 165 the size!
Consumers start to
finance cars, houses,
and other appliences.
1920-ish
DEPRESSION ERA
1929 - 1941
Stock market crashed and lead to the Great
Depression. Advertising budgets decreased
dramatically.
Newspaper circulations
decline due to lower
adversiting profits.
Radio gains popularity as an
entertainment medium.
The 1st day
time soap
opera created
in Chicago.
1930
Colgate Palmolive
started sponsoring
the program in
order to reach
house wives.
1930
All the radio
stories were
sponsored by
soap producers.
1930
Soapies?
55% of American households had
radios.
1933
1st Radio broadcast in
South Africa.
1936
Springbok Radio
Radio advertising profits
surpass magazine advertising
profits.
1938
WW2 & Fifties
1941 - 1960
Perspective:
popular musicians from this era
Elvis Presley
Jerry Lee Lewis: Great balls of Fire
Chuck Berry: Johnny B. Goo...
1941
America’s 1st television broadcast.
1944
1946
Post-WW2 America was busy making lots
of these.
TV advertising profits surpass
that of magazine and radio
advertising.
1954
1958
Subliminal advertising was banned.
PEACE & LOVE
&CREATIVE
1960 - 1972
Perspective:
popular musicians from this era
Rolling Stones: (I Can’t Get No) Satisfaction
Beatles: Hey Jude
Bob Dylan: Li...
Flower-Power,
Anti-Establishment,
all in the name of love.
“Soda wars” began
1963
1971
THE SEVENTIES
1973 - 1980
Perspective:
popular musicians from this era
Led Zeppelin – Stairway to Heaven
Pink Floyd – Wish you were here
Queen
Telemarketing began
1970s
First TV broadcast
in South Africa
5 Jan. 1976
Hedonism
1970’s
DESIGNERS ERA
1980 - 1992
Perspective:
popular musicians from this era
Michael Jackson – Billie Jean
The Police – Every Breath you Take
Madonna – Li...
MTV.
People start
spending lots of
money on
appearances.
1990
Cellphones start
reaching the
mass market in
1st world
countries
THE E-REVOLUTION
1993 - 2000
Nirvana: Smells like teen spirit
REM: Losing my Religion
Radiohead: Creep
Eminem: Slim Shady
Cranberries: Dreams
Advertising is not enough.
Integrated marketing
communication (IMC).
1993
The Internet has
5 million users
world wide
1994
One of the 1st
computer
generated
adverts
1998
2000
Cellphone
adverts start via
sms
2000-ish
BRANDED
ENTERTAINMENT
2000 - now
Sosiale Media. Spam.
“branded entertainment”.
Trillion websites
(1,000,000,000,000)
‘only’ 2.4 billion users
2011
417 websites for
every 1 Internet user
2011
Information pollution.
Consumers take control.
Create
marketing that
consumers will
like.
The evolution of the advertising industry.
The evolution of the advertising industry.
The evolution of the advertising industry.
The evolution of the advertising industry.
The evolution of the advertising industry.
The evolution of the advertising industry.
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The evolution of the advertising industry.

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This presentation was used for a 2nd year Marketing module to discuss the history of advertising.

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Transcript of "The evolution of the advertising industry."

  1. 1. The evolution of the advertising industry. By @heleenmills
  2. 2. There was a time when this was a tablet.
  3. 3. And not this.
  4. 4. There was a time when brands did not really exist…
  5. 5. …and there wasn’t nearly as devoted brand supporters, like this one.
  6. 6. It is easy to forget some of the things … So much has changed in the world of advertising the past couple of decades…
  7. 7. Like, that life existed before the Internet.
  8. 8. Like that there is a reason why one is more prone to survive a plane crash than to click on a “banner ad”
  9. 9. PRE INDUSTRIAL ERA 1275 - 1800 Yes, it’s a long time, but not much happened!
  10. 10. The Chinese discovers what they call paper. They use it for: • wrapping paper & • as a clad for mirrors. 105 AD
  11. 11. 1400’s Johannes Guttenburg discovers the Printing Press. Hello mass media!
  12. 12. First newspaper advertisement appears. It was a reward offered for 12 stolen horses. 1650
  13. 13. This is what newspaper ads looked like. 1700’s…
  14. 14. INDUSTRIAL ERA 1800 - 1875
  15. 15. The industrial revolution began in America. 1800-ish
  16. 16. Animals machines... were replaced by
  17. 17. …and the same goods were being manufactured in greater quantities.
  18. 18. More products need advertisements. More people need advertisements.
  19. 19. 1841 Advertising became a career. Volney B. Palmer opens the 1st agency.
  20. 20. 1867 Billboards & Transit adverts became popular as transport developed.
  21. 21. “BRANDING” ERA 1900 - 1918
  22. 22. Mass production of generic goods satisfies consumers’ basic needs.
  23. 23. Producers start to focus on packaging and branding to differetiate.
  24. 24. P.T. BARNUM
  25. 25. Advertising became a field of study at Northwestern University. 1900 “There’s a science to this stuff!”
  26. 26. 1902 Unilever appoints an agency to advertise LifeBuoy Soap.
  27. 27. 1911 Procter&Gamble pays for the 1ste product launch
  28. 28. Sexual appeal was used for the 1st time. 1911
  29. 29. 1913 Camel advertises packaged cigarttes for the 1st time.
  30. 30. “CONSUMERISM” 1920 - 1929
  31. 31. 1920 America’s 1st radion station, KDKA, is established.
  32. 32. 1920 America’s advertising industry is worth nearly $3billion. In 2011 it was $497 billion. Almost 165 the size!
  33. 33. Consumers start to finance cars, houses, and other appliences. 1920-ish
  34. 34. DEPRESSION ERA 1929 - 1941
  35. 35. Stock market crashed and lead to the Great Depression. Advertising budgets decreased dramatically.
  36. 36. Newspaper circulations decline due to lower adversiting profits.
  37. 37. Radio gains popularity as an entertainment medium.
  38. 38. The 1st day time soap opera created in Chicago. 1930
  39. 39. Colgate Palmolive started sponsoring the program in order to reach house wives. 1930
  40. 40. All the radio stories were sponsored by soap producers. 1930 Soapies?
  41. 41. 55% of American households had radios. 1933
  42. 42. 1st Radio broadcast in South Africa. 1936 Springbok Radio
  43. 43. Radio advertising profits surpass magazine advertising profits. 1938
  44. 44. WW2 & Fifties 1941 - 1960
  45. 45. Perspective: popular musicians from this era Elvis Presley Jerry Lee Lewis: Great balls of Fire Chuck Berry: Johnny B. Goode
  46. 46. 1941 America’s 1st television broadcast.
  47. 47. 1944
  48. 48. 1946 Post-WW2 America was busy making lots of these.
  49. 49. TV advertising profits surpass that of magazine and radio advertising. 1954
  50. 50. 1958 Subliminal advertising was banned.
  51. 51. PEACE & LOVE &CREATIVE 1960 - 1972
  52. 52. Perspective: popular musicians from this era Rolling Stones: (I Can’t Get No) Satisfaction Beatles: Hey Jude Bob Dylan: Like a Rolling Stone Jimi Hendrix: Purple Haze Simon & Garfunkel: Sounds of Silence
  53. 53. Flower-Power, Anti-Establishment, all in the name of love.
  54. 54. “Soda wars” began 1963
  55. 55. 1971
  56. 56. THE SEVENTIES 1973 - 1980
  57. 57. Perspective: popular musicians from this era Led Zeppelin – Stairway to Heaven Pink Floyd – Wish you were here Queen
  58. 58. Telemarketing began 1970s
  59. 59. First TV broadcast in South Africa 5 Jan. 1976
  60. 60. Hedonism 1970’s
  61. 61. DESIGNERS ERA 1980 - 1992
  62. 62. Perspective: popular musicians from this era Michael Jackson – Billie Jean The Police – Every Breath you Take Madonna – Like a Virgin U2. Guns N’ Roses. Bon Jovi.
  63. 63. MTV.
  64. 64. People start spending lots of money on appearances.
  65. 65. 1990 Cellphones start reaching the mass market in 1st world countries
  66. 66. THE E-REVOLUTION 1993 - 2000
  67. 67. Nirvana: Smells like teen spirit REM: Losing my Religion Radiohead: Creep Eminem: Slim Shady Cranberries: Dreams
  68. 68. Advertising is not enough. Integrated marketing communication (IMC).
  69. 69. 1993 The Internet has 5 million users world wide
  70. 70. 1994 One of the 1st computer generated adverts
  71. 71. 1998
  72. 72. 2000 Cellphone adverts start via sms
  73. 73. 2000-ish
  74. 74. BRANDED ENTERTAINMENT 2000 - now
  75. 75. Sosiale Media. Spam.
  76. 76. “branded entertainment”.
  77. 77. Trillion websites (1,000,000,000,000) ‘only’ 2.4 billion users 2011
  78. 78. 417 websites for every 1 Internet user 2011
  79. 79. Information pollution.
  80. 80. Consumers take control.
  81. 81. Create marketing that consumers will like.
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