The History of “Good” Advertising.              . . . as I know it                                    Randy Wootton© 2011 ...
I Love Good Advertising. © 2011 AdReady, Inc. Confidential   2
My Focus Group © 2011 AdReady, Inc. Confidential   3
I Love Good Advertising. © 2011 AdReady, Inc. Confidential   4
What we’ll cover today   6000 years of Advertising history in 5 slides   Why smoking, drinking and advertising used to go ...
Quick History of Advertising© 2011 AdReady, Inc. Confidential                        6
What is the oldest form of advertising?      Print      Outdoors      Internet © 2011 AdReady, Inc. Confidential        7
What is the oldest form of Advertising? © 2011 AdReady, Inc. Confidential        8
A Quick History of American Advertising                 1704 The first newspaper advertisement,an announcement seeking a b...
A Quick History of Advertising                            “Half the money I spend on                          advertising ...
A Quick History of Advertising                1882    Procter & Gamble Co. begins   advertising Ivory soap with an unprece...
A Quick History of Advertising                   1960    Doyle Dane Bernbach introduces the "creative team" approach of co...
Wow, we are witnessing something special                                             1995 (e)   2009 (e)    Global Interne...
Closer to home, the growth continues       US Ad Spending, 2009 – 2014 ($billions)           $45.0                        ...
Put in perspective… © 2011 AdReady, Inc. Confidential   15
Good Advertising…© 2011 AdReady, Inc. Confidential                       16
Who These Guys Are? © 2011 AdReady, Inc. Confidential   17
Any Ideas Who These Guys Are?                 David Olgivy                            Leo Burnett           Founder, Olgiv...
What Makes Advertising Work?            Study the                   Know the      Understand             Product          ...
Doing your Homework © 2011 AdReady, Inc. Confidential   20
Homework © 2011 AdReady, Inc. Confidential   21
Homework                                     INTRODUCING THE OLD SPICE GUY © 2011 AdReady, Inc. Confidential
Homework                                     HUGE RESULTS:                                     •   Old Spice rose to #1 sp...
What Makes Advertising Work?            Do your                    Understand    Speak to an           Homework           ...
Think small © 2011 AdReady, Inc. Confidential   25
Got Milk for 20 year? © 2011 AdReady, Inc. Confidential   26
What Makes Advertising Good?                                      Homework                                      Creativity...
Top Campaigns of the Century© 2011 AdReady, Inc. Confidential                     28
Top 12 campaigns of the century1.  Volkswagen, "Think Small", Doyle Dane Bernbach, 19592. Coca-Cola, "The pause that refre...
#2 Coca-Cola © 2011 AdReady, Inc. Confidential   30
#3 Marlboro Man © 2011 AdReady, Inc. Confidential   31
#4 Just Do It © 2011 AdReady, Inc. Confidential   32
#5 McDonalds © 2011 AdReady, Inc. Confidential   33
McDonalds – 10 years later © 2011 AdReady, Inc. Confidential   34
#6 DeBeers © 2011 AdReady, Inc. Confidential   35
#7 Absolut © 2011 AdReady, Inc. Confidential   36
Absolut © 2011 AdReady, Inc. Confidential   37
# 8 Miller Lite  © 2011 AdReady, Inc. Confidential   38
#10 Avis © 2011 AdReady, Inc. Confidential   39
# 12 Apple 1984    # 12 on the scorecard but number #1 in my heart © 2011 AdReady, Inc. Confidential                    40
Online© 2011 AdReady, Inc. Confidential            41
Remember these…?                              The Very First Banner Ad                              • October 27, 1994    ...
Prius, Webby Nominee this year © 2011 AdReady, Inc. Confidential   43
New Golden Age?         Ad agencies in control       Audiences in control           Limited mediums &          Tons of out...
What will not change? The magic formula. . .                                     Homework                                 ...
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Ad ready webinar history of advertising

  1. 1. The History of “Good” Advertising. . . . as I know it Randy Wootton© 2011 AdReady, Inc. Confidential 1
  2. 2. I Love Good Advertising. © 2011 AdReady, Inc. Confidential 2
  3. 3. My Focus Group © 2011 AdReady, Inc. Confidential 3
  4. 4. I Love Good Advertising. © 2011 AdReady, Inc. Confidential 4
  5. 5. What we’ll cover today 6000 years of Advertising history in 5 slides Why smoking, drinking and advertising used to go together well Why small is sometimes better Why Van Halen still rocks © 2011 AdReady, Inc. Confidential 5
  6. 6. Quick History of Advertising© 2011 AdReady, Inc. Confidential 6
  7. 7. What is the oldest form of advertising? Print Outdoors Internet © 2011 AdReady, Inc. Confidential 7
  8. 8. What is the oldest form of Advertising? © 2011 AdReady, Inc. Confidential 8
  9. 9. A Quick History of American Advertising 1704 The first newspaper advertisement,an announcement seeking a buyer for an Oyster Bay, Long Island, estate, is 1732published in the Boston News-Letter. Benjamin Franklin invents art direction! Publisher of Poor Richards Almanac was the first to put pictures in advertisements, adding eye candy for copy relief. 1843 Volney Palmer opens the first advertising agency in Philadelphia.
  10. 10. A Quick History of Advertising “Half the money I spend on advertising is wasted; the trouble is I dont know which half” 1880 Department store founder John Wanamaker is the first retailer to hire a full-time advertising copywriter, John E. Powers.
  11. 11. A Quick History of Advertising 1882 Procter & Gamble Co. begins advertising Ivory soap with an unprecedented budget of $11,000. 1924 Goodrich Tires sponsors the first hour-long show over a network of nine radio stations. 1938 Radio surpasses magazines as a source of advertising revenue, 25 years after the first radio advertisement.
  12. 12. A Quick History of Advertising 1960 Doyle Dane Bernbach introduces the "creative team" approach of combining a The ‘Golden Age’copywriter with an art director to create its "Think small" campaign for Volkswagen. 1960’s 1960 McCann restructures its agencies under the banner of Interpublic Group of Cos., allowing it to handle competing accounts under one corporate roof. 1995 Internet advertising breaks the $55 million in revenues, approximately 2 years after ‘birth.’
  13. 13. Wow, we are witnessing something special 1995 (e) 2009 (e) Global Internet Ad Revenue $55 MM $54 B Ad Revenue per User $9 $46 Global Internet Users 6 MM 1.2 B Source: Morgan Stanley 2010 (Mary Meeker) © 2011 AdReady, Inc. Confidential 13
  14. 14. Closer to home, the growth continues US Ad Spending, 2009 – 2014 ($billions) $45.0 $40.5 $40.0 $36.0 $35.0 $32.6 $30.0 $28.5 $25.8 $25.0 $22.7 $20.0 $15.0 $10.0 $5.0 $0.0 2009 2010 2011 2012 2013 2014 Source: eMarketer, 2010 © 2011 AdReady, Inc. Confidential 14
  15. 15. Put in perspective… © 2011 AdReady, Inc. Confidential 15
  16. 16. Good Advertising…© 2011 AdReady, Inc. Confidential 16
  17. 17. Who These Guys Are? © 2011 AdReady, Inc. Confidential 17
  18. 18. Any Ideas Who These Guys Are? David Olgivy Leo Burnett Founder, Olgivy & Mather Founder, Leo Burnett Company ‘The Father of Advertising’ ‘Creator of Icons’ William ‘Bill’ Bernbach Founder, Doyle Dane Bernback (DDB) ‘Creative Genius’ © 2011 AdReady, Inc. Confidential 18
  19. 19. What Makes Advertising Work? Study the Know the Understand Product Competitors the Consumer Homework © 2011 AdReady, Inc. Confidential 19
  20. 20. Doing your Homework © 2011 AdReady, Inc. Confidential 20
  21. 21. Homework © 2011 AdReady, Inc. Confidential 21
  22. 22. Homework INTRODUCING THE OLD SPICE GUY © 2011 AdReady, Inc. Confidential
  23. 23. Homework HUGE RESULTS: • Old Spice rose to #1 spot in category in U.S. • #1 All-Time Most Viewed Brand Channel on YouTube 6 MILLION HITS IN 1 DAY 4.8 M 4.4 M 3M© 2011 AdReady, Inc. Confidential 23
  24. 24. What Makes Advertising Work? Do your Understand Speak to an Homework Positioning Audience Creativity © 2011 AdReady, Inc. Confidential 24
  25. 25. Think small © 2011 AdReady, Inc. Confidential 25
  26. 26. Got Milk for 20 year? © 2011 AdReady, Inc. Confidential 26
  27. 27. What Makes Advertising Good? Homework Creativity Analytics Service © 2011 AdReady, Inc. Confidential 27
  28. 28. Top Campaigns of the Century© 2011 AdReady, Inc. Confidential 28
  29. 29. Top 12 campaigns of the century1. Volkswagen, "Think Small", Doyle Dane Bernbach, 19592. Coca-Cola, "The pause that refreshes", DArcy Co., 19293. Marlboro, The Marlboro Man, Leo Burnett Co., 19554. Nike, "Just do it", Wieden & Kennedy, 19885. McDs, "You deserve a break today", Needham, Harper & Steers6. DeBeers, "A diamond is forever", N.W. Ayer & Son, 19487. Absolut Vodka, The Absolut Bottle, TBWA, 19818. Miller Lite beer, "Tastes great, less filling", McCann-Erickson, 19749. Clairol, Does she...or doesnt she?", Foote, Cone & Belding, 195710. Avis, "We try harder", Doyle Dane Bernbach, 196311. Federal Express, "Fast talker", Ally & Gargano, 198212. Apple Computer, "1984", Chiat/Day, 1984 © 2011 AdReady, Inc. Confidential 29
  30. 30. #2 Coca-Cola © 2011 AdReady, Inc. Confidential 30
  31. 31. #3 Marlboro Man © 2011 AdReady, Inc. Confidential 31
  32. 32. #4 Just Do It © 2011 AdReady, Inc. Confidential 32
  33. 33. #5 McDonalds © 2011 AdReady, Inc. Confidential 33
  34. 34. McDonalds – 10 years later © 2011 AdReady, Inc. Confidential 34
  35. 35. #6 DeBeers © 2011 AdReady, Inc. Confidential 35
  36. 36. #7 Absolut © 2011 AdReady, Inc. Confidential 36
  37. 37. Absolut © 2011 AdReady, Inc. Confidential 37
  38. 38. # 8 Miller Lite © 2011 AdReady, Inc. Confidential 38
  39. 39. #10 Avis © 2011 AdReady, Inc. Confidential 39
  40. 40. # 12 Apple 1984 # 12 on the scorecard but number #1 in my heart © 2011 AdReady, Inc. Confidential 40
  41. 41. Online© 2011 AdReady, Inc. Confidential 41
  42. 42. Remember these…? The Very First Banner Ad • October 27, 1994 • Sold by HotWired.com to AT&T • CTR of 78% The Very First Rich Media Ad • January 1997 • Sold to Hewlett Packard • Pong-Embedded Game • 4-8% CTR, double industry average of 1.5 – 2% © 2011 AdReady, Inc. Confidential 42
  43. 43. Prius, Webby Nominee this year © 2011 AdReady, Inc. Confidential 43
  44. 44. New Golden Age? Ad agencies in control Audiences in control Limited mediums & Tons of outlets and platforms platforms Broad audience targeting Sophisticated targeting © 2011 AdReady, Inc. Confidential 44
  45. 45. What will not change? The magic formula. . . Homework Creativity Analytics Service © 2011 AdReady, Inc. Confidential 45
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