Ad history

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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. 1927 ABD'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. 1928 Ulusal politikanın bir aracı olarak savaşı yasaklamayı amaçlayan Kellog-Briand Paktı, 60 ülke tarafından imzalandı. 1929 Hollywood'da ilk Oscar Ödül Töreni yapıldı. 1931 Japonya, Mançurya'yı işgal etti. Uzakdoğu Savaşı başladı. 1932 Irak, bağımsızlığını ilan etti. 1933 Alman 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. 1934 Almanya'da Devlet Başkanı'nın ölmesi üzerine Adolf Hitler, ülkenin mutlak lideri oldu ve başbakanlık, devlet başkanlığı yetkilerini elde etti. 1935 Nuremberg Yasaları olarak bilinen ırkçı yasalar resmen ilan edildi. İtalya, Etiyopya'yı işgal etti. 1937 Naziler, 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. 1938 Alman birlikleri, Avusturya'ya girdi. 1939 İtalyan 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. 1940 Sovyetler Birliği, Finlandiya'ya saldırdı. Saldırı, tarihe ''Kış Savaşı'' olarak girdi. 1946 Winston Churchill, Missouri'deki Fulton'da, ilk kez "demir perde" den söz etti. 1947 Al Capone öldü. Avrupa Kalkınma Programı açıklandı. SSCB, atom bombası yapabildiğini açıkladı. 1949 İngiliz yazar George Orwell, ''1984''ü yazdı. SSCB'de ilk atom patlaması oldu. 1950 Kore Savaşı başladı. ABD Kore'ye çıkarma yaptı. 29 Eylül'de Seul işgal edildi.
  • 1952 Marshall Adaları'nda, ABD tarafından yapılan ilk hidrojen bombası patladı. İlk bilgisayar IBM-701 piyasaya çıktı. Fransa'yla İngiltere arasında ilk uluslararası televizyon bağlantısı kuruldu. 1955 İlk 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.
  • 1960 Doğum kontrol hapı, ABD'de satışa sunuldu. 1961 Yahudilerin 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. 1962 Ünlü müzik topluluğu Beatles, ilk plağının kaydını yaptı. Ünlü modacı Yves Saint Laurent, ilk defilesini sundu. 1964 ABD Vietnam'a girdi. Çin, ilk nükleer bombasını patlattı. 1967 Küba Devrimi'nin önderlerinden Ernesto ''Che''Guevara öldü. 1968 Fransa'da ''68 kuşağı''öğrenci hareketleri başladı. ABD'de yurttaş hakları hareketine öncülük eden siyah din adamı Martin Luther King, 39 yaşında öldürüldü.
  • Bernbach
  • 1973 ABD ile Vietnam arasında, ateşkes anlaşması imzalandı, son ABD Kuvvetleri Vietnam'ı 29 Mart'ta terketti. 1976 Steve 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.)
  • 1980 Yeni bir hastalık belirlendi: AIDS. 1981 MTV kuruldu. 1987 ABD, 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. 1989 Berlin Duvarı yıkıldı. 1991 Körfez Savaşı başladı, 28 Şubat'ta Irak'ın yenilgisiyle sona erdi. İlk canlı yayın savaş görüntüleri… 1992 Bill 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
  • Ad history

    1. 1. “ Never write an advertisementwhich you wouldnt want your family to read.  You wouldnt tell lies to your own wife.  Dont 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 I and II• Wor ld War
    5. 5. “Killers versus Poets”
    6. 6. The reason whyThe writer of an unsigned 1902 editorial inPrinters Ink spoke for the majority, noting:"More attractive than fine pictures, more potentthan fine language, are the Why and Whereforeof the goods-the Reasons.“
    7. 7. “Killers” and “Poets”Hard-sell advocates frequently criticized "poets"for desiring personal recognition for theircreativity.Conversely, soft-sell advocates often criticized"killers" for their lack of creativity.
    8. 8. Copyman’s trouble1908, observations in Printers Ink:"The modern copy man has to say things in away that they have not been said before-because that is the only kind of talk that willnowadays 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. 19051920 1907
    14. 14. 1935 19391929
    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. 19471931
    35. 35. 1950’s“After World War II societyhad to settle back for amoment before it picked upthe 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 MadManLeo Burnett, identified two schools of strategicthought 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 arguethat advertisings role was to sell productsdirectly, with remarks similar to those of hard-sell 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 FederalCommunications Commission allowed TVstations to switch from experimental tocommercial broadcasts. NBC New York affiliateWNBT becomes the first of 22 FCC licensees toair sponsored programming.
    42. 42. The birth of USPThe president of N.W. Ayer and Son observed in1941 that advertising "cannot create a singlepoint of superiority in a product or add a singlevirtue to its manufacturer. What advertising cando is to speed up the process of getting a goodproduct well and favorably known."
    43. 43. Hierarchy of needsMaslows Hierarchy of Needs model wasdeveloped between 1943-1954, and first widelypublished in Motivation and Personality in 1954.At this time the Hierarchy of Needs modelcomprised five needs. Maslows most popularbook is Toward a Psychology of Being (1968), inwhich more layers were added.
    44. 44. 19511950
    45. 45. 1951 1953
    46. 46. 19541954
    47. 47. 1950
    48. 48. 19521951
    49. 49. 1956 - 1957
    50. 50. 1955 - 1956
    51. 51. 19551951
    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“Dont trust anybodyover thirty!”Jack Weinberg
    63. 63. Question of “ethics”
    64. 64. Rise of cynicism“What is the difference between unethical and ethicaladvertising? Unethical advertising uses falsehoods to deceivethe public; ethical advertising uses truth to deceive thepublic. ” Vilhjalmur Stefansson, 1964
    65. 65. First trialIn 1968, a creative team at BBDO, New York, slips some marblesinto a bowl of Campbells vegetable soup to keep the vegetablesfrom sinking to the bottom. This seemingly innocent effortsparks a Federal Trade Commission probe and becomes thebasis for the FTCs efforts to eliminate false ads with a practicethat allows it to demand "corrective advertising" from anadvertiser 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: PositioningBeginning in 1969 two young marketing guys,Jack Trout and Al Ries, wrote, spoke anddisseminated to the advertising and PR worldabout a new concept in communications calledpositioning.
    91. 91. Brand image?Lee Clow, in 1971: "Why isnt the persona of thebrand considered a real difference? Is it becauseits too esoteric?"
    92. 92. Mystique?As one wrote in 1971, "Research not only takessome of the mystique out of agency creativedepartments, it also gives the client more directcontrol over creative people."
    93. 93. 19721976 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"Youll never look at music thesame 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 iswasted, but Im not sure which half.“ JohnWanamaker
    107. 107. Differentiate or dieHal Riney, a creative director for the BBDOagency during the "creative revolution" of the1960s, stated this point very clearly in 1982:"Most of the time, he says, the facts haventdone me a lot of good. It seems theressomeone 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 king1993 The Brand Asset Valuator of advertisingagency Young & Rubicam measures Brand Valueby applying four broad factors.
    124. 124. Integrated effortsMark Tungate, the Paris-based author ofFashion Brands: Branding Style From Armani toZara. "Advertisers today can be more subtlebecause they are safe in the knowledge that asingle image does not have to stand alone. TheWeb site and the store are equally parts of thebrand experience. "
    125. 125. Long live consumerism“It is our job to make women unhappy withwhat they have. ”B. Earl Puckett, 1992
    126. 126. The new buzz!• Introduction of “viral” marketing
    127. 127. 199519981992
    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’s2000’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 PRODUCTWhat’s Next in Marketing PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    156. 156. MODERN MARKETING PRODUCTWhat’s Next in Marketing PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    157. 157. perception80% of CEO’s believe ofbelieve their brand provides asuperior customer experience8 % 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. ONLY 14% TRUST ADSCREATING BUZZ 160
    160. 160. 69 % INTERESTED IN AD BLOCKING TECHNOLOGIESCREATING BUZZ 161
    161. 161. LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%CREATING BUZZ 162
    162. 162. Marketing landscape
    163. 163. 2006 2001 2005 1999 20052007 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 isthe second most profitable form of writing. The first,of course, is ransom notes...” Philip Dusenberry

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