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The First 20,000 Years of Advertising

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This is a presentation I gave to marketing students at Duke University Sept. 28, 2010

This is a presentation I gave to marketing students at Duke University Sept. 28, 2010

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  • 1. the first 20,000 years of advertising Just do it.
  • 2. who am I?
    • http://adbroad.blogspot.com/
  • 3. oldest working writer in advertising
  • 4. what is advertising?
    • cavemen did it
  • 5. what is advertising
    • cavemen did it
  • 6. what is advertising
    • Shakespeare wrote jingles for his father’s glove shop
  • 7. what is advertising
    • Shakespeare wrote jingles for his father’s glove shop
    The gift is small, the will is all, Alexander Aspinall
  • 8. what is advertising
    • 1899 NW Ayer defined it: Keeping your name in print
  • 9. posters predominated, limited to names of product, seller
  • 10.  
  • 11.  
  • 12.  
  • 13. companies sought finest artists of the day to do visuals Toulous Lautrec’s ads for Moulin Rouge now hang in Louvre
  • 14. what is advertising
    • 1904 Lord & Thomas ad agency changed definition to “salesmanship in print”
  • 15. Kodak, John W. Hartman Center for Sales, Advertising & Marketing History Duke University
  • 16. Lever Bros, 1918. John W. Hartman Center for Sales, Advertising & Marketing History Duke University
  • 17. Pond’s, 1924, John W. Hartman Center for Sales, Advertising & Marketing History
Duke University
  • 18.  
  • 19. Don Draper’s ad was brainstormed in the 20s 1928 Vintage Ad Browser
  • 20. Marlboro was introduced as ladies’ cigarette “Mild as May” 1927 Vintage Ad Browser
  • 21. In 1950s, after study linked smoking to cancer, Marlboro repositioned for men. 1957 Tobacco Documents
  • 22. Leo Burnett sought icon perceived to be most masculine.
  • 23. 1957 Tobacco documents
  • 24.  
  • 25. 1960’s
  • 26. 1970’s
  • 27. 1984
  • 28. 1990s
  • 29. http://adage.com/mediaworks/article?article_id=146104
  • 30.  
  • 31. 160 million users worldwide 375,000 new users each day 90 million tweets posted each day 500 million users 75 million users
  • 32.  
  • 33. technology has changed but psychology hasn’t
    • the art of persuasion is alive and well. it’s just wearing new clothes.
  • 34.  
  • 35. what is advertising
    • engaging consumer to talk about brand
  • 36. what is advertising
    • engaging consumer to talk about brand
    • the best advertising doesn’t look like advertising
  • 37. what is advertising
    • engaging consumer to talk about brand
    • the best advertising doesn’t look like advertising
    • it offers value in return for consumer’s attention
  • 38. utility https://www.myskystatus.com/
  • 39. discounts
  • 40. DIY creativity brandfictionfactory.com campaign created by Deep Focus for AMC
  • 41. community
  • 42. how nike chalkbot works
  • 43. personal fulfillment
  • 44. free stuff
  • 45. self-improvement
  • 46. it goes where advertising hasn’t before, creative in content
  • 47. and strategy
  • 48. for personal connection with consumers
  • 49. and opportunities for earned media
  • 50. what is advertising
    • a profession in need of your vision and talent
  • 51. finding a job used to mean assembling spec ads on foamcore
  • 52. and zipping them into a fake leather art case called your “book”
  • 53. which you’d send around to agencies, one by one
  • 54. and hope for a call
  • 55. today’s advertising leaders are looking to your generation for brilliance
  • 56. to light the way in a world that some still don’t understand where’s my jetpack
  • 57. leanmeanfightingmachine.com
  • 58.
    • for moral support along the way,
    • @AdBroad
    • Helen Klein Ross
    • helenkleinross.com

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