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Ad ready webinar history of advertising
 

Ad ready webinar history of advertising

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    Ad ready webinar history of advertising Ad ready webinar history of advertising Presentation Transcript

    • The History of “Good” Advertising. . . . as I know it Randy Wootton© 2011 AdReady, Inc. Confidential 1
    • 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 together well Why small is sometimes better Why Van Halen still rocks © 2011 AdReady, Inc. Confidential 5
    • 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 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.
    • 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.
    • 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.
    • 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.’
    • Wow, we are witnessing something special 1995 (e) 2009 (e) Global Internet Ad Revenue $55 MM $54 B Ad Revenue per User $9 $46 Global Internet Users 6 MM 1.2 B Source: Morgan Stanley 2010 (Mary Meeker) © 2011 AdReady, Inc. Confidential 13
    • Closer to home, the growth continues US Ad Spending, 2009 – 2014 ($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
    • 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, 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
    • What Makes Advertising Work? Study the Know the Understand Product Competitors the Consumer Homework © 2011 AdReady, Inc. Confidential 19
    • 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 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
    • What Makes Advertising Work? Do your Understand Speak to an Homework Positioning Audience Creativity © 2011 AdReady, Inc. Confidential 24
    • Think small © 2011 AdReady, Inc. Confidential 25
    • Got Milk for 20 year? © 2011 AdReady, Inc. Confidential 26
    • What Makes Advertising Good? Homework Creativity Analytics Service © 2011 AdReady, Inc. Confidential 27
    • 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 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
    • #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 • 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
    • Prius, Webby Nominee this year © 2011 AdReady, Inc. Confidential 43
    • 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
    • What will not change? The magic formula. . . Homework Creativity Analytics Service © 2011 AdReady, Inc. Confidential 45