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The Cold War between Digital and Traditional.. A Prospectus of what will Happen.


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Advertising is a well established industry since a hundred years ago. It passed with many different stages over the last decades. The 2000's is considered the is the beginning of war between both traditional and digital media.

A lot of shocking facts that are being revealed in the history of both traditional and digital media, yet the battle is still in the consumer's mind.

The Cold War between Digital and Traditional.. A Prospectus of what will Happen.

  1. 1.  History of cold war  History of traditional advertising  How digital ads started and where are we going
  2. 2. A Cold War is defined as a situation of tense relations and fierce competition between nations. There is however no direct confrontation as in an all-out war. Such a situation occurred between 1945 and 1991, involving the superpowers, the USA and the USSR. The superpowers divided Europe into two. Eastern Europe was led by Communist USSR while democratic USA controlled Western Europe.
  3. 3. In a Nutshell Why did the Cold War break out? Wartime alliances broke down Feelings of mistrust Competing ideologies
  4. 4. Competing ideologies An ideology refers to a set of ideas about how a society should be run. In many ways, the Cold War confrontation between the USA and the USSR was a clash between their opposing ideologies. USA Communism USSR Democracy
  5. 5. Communism VS Democracy Who controls the society? Communism The Communist Party rules the people. Communist Party members can be in the government. This government is considered a one-party dictatorship. Democracy People choose their government by voting for the leaders they want. The leaders can belong to any party.
  6. 6. Communism VS Democracy How should people live? Communism The community is more important than the individual. So the individual should put the needs of the community before his own. Democracy The individual has more rights and some of these rights are more important than the needs of the community. Such rights include freedom of speech and the press.
  7. 7. How should the wealth of the society be created and shared? Crisis and Conflict: From a World War to a Cold War Copyright 2006 The country’s wealth is owned collectively by the society. The Communist Party creates wealth by deciding what to produce. This is called a centrally planned economy. Everyone should work and should get an equal share of the benefits of the society. Communism Communism VS Democracy
  8. 8. How should the wealth of the society be created and shared? The country’s wealth is created by private enterprise and trade. Businessmen and entrepreneurs create wealth by deciding what to produce. This is called market economy. Some individuals may become wealthier than others. How wealthy one becomes depends on the individual’s skills as an entrepreneur or how well he invests his resources. Democracy Communism VS Democracy Crisis and Conflict: From a World War to a Cold War Copyright 2006
  9. 9. Europe was divided
  10. 10. The Berlin Blockade 1948
  11. 11. NATO and Warsaw Pact were set up The division of Europe into two spheres of influence forced both sides to set up military alliances. In April 1949, the USA set up the North Atlantic Treaty Organisation (NATO) for collective security against any Soviet attack. Similarly, the USSR set up an alliance known as the Warsaw Pact in 1955, uniting all Communist countries in Eastern Europe except Yugoslavia.
  12. 12. How did the Cold War affect the rest of the world? The Cuban Missile Crisis China joined the Cold War The Korean War
  13. 13. Crisis and Conflict: From a World War to a Cold War Copyright 2006 China joined the Cold War When China turned Communist in 1949, it became involved in the Cold War. The USA felt threatened by the Communist alliance between China and the USSR. The USA feared that the USSR might give China the technology to produce its own nuclear weapons.
  14. 14. Japan became the USA’s main anti-Communist ally Due to the threat of Communism in China, the USA strengthened Japan’s economy and introduced democratic reforms. Through this, the USA hoped to turn Japan into its main anti-Communist ally in the region. Other than strengthening Japan by providing economic aid, new technology and new industrial equipment, the USA also managed to get Japan to allow it to station its troops in Japan.
  15. 15. USA‘s One China Policy Due to unfriendly relations between the USA and Communist China, the USA adopted a One China Policy between 1945 and 1972. The USA refused to recognise the People’s Republic of China’s (PRC) Communist government. Instead, it recognised Taiwan (Republic of China) as the legitimate government of China.
  16. 16. Impact on Europe Impact outside Europe Germany divided Europe Divided Nato Warsw Pact Marshall plan Truman Doctrine Korea Cuba Increasing mistrust Alliance Breakdown Competing ideologies The Cold War
  17. 17. قول حاحا
  18. 18. “If you would understand anything, observe its beginning and its development.” - Aristotle
  19. 19. History of advertizing
  20. 20. How everything began... Advertising Agency Strategy Media Buying Media Planning Media Plan Creative Concept Researc h Account Management Account Mgmt Research Strategy Creative Production Media Planning / Buying Agency
  21. 21. Ground Zero
  22. 22. “You Can Have Any Color As Long As It Is Black”
  23. 23. 1900 - 1940
  24. 24. Company’s trouble 1908, observations in Printers Ink: "The modern 'copy man' has to say things in a way that they have not been said before-because that is the only kind of talk that will nowadays attract attention."
  25. 25. 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
  26. 26. “ Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.”
  27. 27. 1912 1923 (Kodak) 1927
  28. 28. 1886
  29. 29. 1886 1880 1904
  30. 30. 1914 1918
  31. 31. 1937 1936
  32. 32. Marketing for the masses…
  33. 33. Marketing “theories” More of the consumer viewpoint and of economic analysis were introduced. The concept of marketing was being reformulated.
  34. 34. Rise of MadMan Leo Burnett, identified two schools of strategic thought in a Printers' Ink article: 1-Poster-style advertising 2-Reason-why advertising
  35. 35. “Television is the triumph of machine over people.”
  36. 36. The birthday of the bathroom break. July 1, 1941, the first day the Federal Communications Commission allowed TV stations to switch from experimental to commercial broadcasts. NBC New York affiliate WNBT becomes the first of 22 FCC licensees to air sponsored programming.
  37. 37. The birth of USP The president of N.W. Ayer and Son observed in 1941 that advertising "cannot create a single point of superiority in a product or add a single virtue to its manufacturer. What advertising can do is to speed up the process of getting a good product well and favorably known." Ayer & Son was an advertising agency founded in Philadelphia, Pennsylvania in 1869. It called itself the oldest advertising agency in the United States. Named after Francis Ayer's father N. W. Ayer, it ventured into advertising in 1884.
  38. 38. Hierarchy of needs Maslow's Hierarchy of Needs model was developed between 1943-1954, and first widely published in Motivation and Personality in 1954. At this time the Hierarchy of Needs model comprised five needs. Maslow's most popular book is Toward a Psychology of Being (1968), in which more layers were added.
  39. 39. 1950 1951
  40. 40. 1951 1953
  41. 41. 1954 1954
  42. 42. 1956 - 1957
  43. 43. 1955 - 1956
  44. 44. 1951 1955
  45. 45. 1954 1959
  46. 46. 1954
  47. 47. 1955
  48. 48. 1956
  49. 49. 1954 - 1955
  50. 50. 1957
  51. 51. Question of “ethics”
  52. 52. Rise of cynicism “What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public. ” Vilhjalmur Stefansson, 1964
  53. 53. First trial In 1968, a creative team at BBDO, New York, slips some marbles into a bowl of Campbell's vegetable soup to keep the vegetables from sinking to the bottom. This seemingly innocent effort sparks a Federal Trade Commission probe and becomes the basis for the FTC's efforts to eliminate false ads with a practice that allows it to demand "corrective advertising" from an advertiser that has made a false claim.
  54. 54. 1960
  55. 55. 1960 - 1961
  56. 56. 1962 - 1963
  57. 57. 1964 – 1965
  58. 58. 1966
  59. 59. 1967
  60. 60. 1968
  61. 61. 1962
  62. 62. 1961 - 1962
  63. 63. 1960 - 1961
  64. 64. 1961 - 1964
  65. 65. 1960
  66. 66. 1961 - 1962
  67. 67. 1965 - 1967
  68. 68. “The battle is in the consumers mind”
  69. 69. A new approach: Positioning Beginning in 1969 two young marketing guys, Jack Trout and Al Ries, wrote, spoke and disseminated to the advertising and PR world about a new concept in communications called positioning.
  70. 70. Brand image? Lee Clow, in 1971: "Why isn't the persona of the brand considered a real difference? Is it because it's too esoteric?” مقصور على فئة معينة
  71. 71. Mystique? As one wrote in 1971, "Research not only takes some of the mystique out of agency creative departments, it also gives the client more direct control over creative people."
  72. 72. 1976 1972 1971
  73. 73. 1971
  74. 74. 1971
  75. 75. 1970
  76. 76. 1971
  77. 77. 1975
  78. 78. 1978
  79. 79. 80’s "You'll never look at music the same way again"
  80. 80. The search for “cool”
  81. 81. 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"
  82. 82. Invention of ROI "I know that half of my advertising budget is wasted, but I'm not sure which half.“ John Wanamaker
  83. 83. Differentiate or die Hal Riney, a creative director for the BBDO agency during the "creative revolution" of the 1960s, stated this point very clearly in 1982: '"Most of the time,' he says, 'the facts haven't done me a lot of good. It seems there's someone already using the same ones'"
  84. 84. Emergence of relationship marketing CRM Customer value Brand loyalty Long term brand investment
  85. 85. Consumer radar Introduction of “guerilla” marketing methods.
  86. 86. 1989
  87. 87. 1984
  88. 88. 1987
  89. 89. 1987
  90. 90. 90’s “Just do it!”
  91. 91. Need for integration
  92. 92. Integrated efforts Mark Tungate, the Paris-based author of Fashion Brands: Branding Style From Armani to Zara. "Advertisers today can be more subtle because they are safe in the knowledge that a single image does not have to stand alone. The Web site and the store are equally parts of the brand experience. "
  93. 93. Long live consumerism “It is our job to make women unhappy with what they have. ” B. Earl Puckett, 1992
  94. 94. The new buzz! Introduction of “viral” marketing
  95. 95. 1998 1992
  96. 96. 1991
  97. 97. 1993
  98. 98. 1994
  99. 99. 1989
  100. 100. 1991
  101. 101. 1992
  102. 102. 1992
  103. 103. 1996
  104. 104. 2000’s
  105. 105. And the era of “dialogue”…
  106. 106. 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. Who is Generation X AND Z ?
  109. 109. perception 80% of CEO’s believe of believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
  110. 110. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 I AM THE MEDIA
  114. 114. 2001 2007 2005 2004 1999 2005 2006
  115. 115. Agency landscape today Media Agency Media Planning Media Buying Digital Agency SEM Display Creative Agency Research Specialist PR Agency Strategy Planning Agency Display SEM Events Agency Buying Agency Full Service Digital Agency Digital Planning Digital Buying Creative / Web Design Strategy Outdoor Agency
  116. 116. Agency landscape today Agency Network A Agency Network B Media Agency Media Planning Media Buying Digital Agency SEM Display Creative Agency Research Specialist PR Agency Strategy Planning Agency Display SEM Events Agency Buying Agency Full Service Digital Agency Digital Planning Digital Buying Creative / Web Design Strategy Outdoor Agency
  117. 117. The Big 6: Global networks and their agencies Note: Agencies shown are just a representative selection
  118. 118. The Big 6: Global networks and their agencies
  119. 119. History of Digital
  120. 120.
  121. 121. Browser Timelines
  122. 122. Important People Tim Berners-Lee Inventor, WorldWideWeb Vint Cerf Father of the Internet Marc Andreesen Mosaic Browser, Netscape
  123. 123. growth
  124. 124. 2007: 108,810,358 web sites (Netcraft Survey)
  125. 125. 2013
  126. 126.
  127. 127. Convergence Five converging forces – mobile, social media, data, sensors and location – are reshaping our lives and will have profound effects on each of us individually, in the workplace and in our society at large during the coming decade
  128. 128. The web
  129. 129. the Webs
  130. 130. Web 1.0: static pages Web 2.0 Web 3.0 Web ???
  131. 131. Web 1.0: static pages Web 2.0: dynamic content & social networking Web 3.0 Web ???
  132. 132. Web 1.0: static pages Web 2.0: dynamic content & social networking Web 3.0: semantic tagging of content Web ???
  133. 133. The bubble
  134. 134. Nasdaq Composite
  135. 135. So , content advert audience
  136. 136. Tomorrow’s Communicator Relevant Measurable Valuable Entrepreneurial Ethical Open Professional Courageous
  137. 137. Digital ads eco-system - Display
  138. 138. Digital versus traditional agencies • Clients are beginning to place less importance on the type of agency handling their business and more on their creativity and quality of work (Parekh, 2008) • Another factor in comparing traditional to digital agencies is their size. In a 1997 study done by Schultz, he found that small agencies contributed more time developing integrated marketing communications with their clients than large agencies • A lot of the old, bigger agencies are trapped in their old structures, so it’s really about who has the best talent” (Parekh, 2008)
  139. 139. Digital versus traditional agencies • Developing a clear brand strategy first and using it to drive each discipline’s work is important in creating effective IMC campaigns (Liodice, 2008) • The synergy created by IMC requires strong coordination among diverse agencies (Ewing, 2000) • Lack of strategic consistency across communication disciplines and entrenched silos within marketing organizations and agency partners are barriers to successful IMC (Liodice, 2008) • Clark Kokich, CEO of Razorfish, was quoted in a 2008 article by Parekh stating, “ten years from now, all agencies will be digital agencies” (Parekh, 2008)
  140. 140. قول حاحا Thank you