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History of Advertising

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History of Advertising

  1. <ul><li>“ Never write an advertisement </li></ul><ul><li>which you wouldn't want your family to read.  </li></ul><ul><li>You wouldn't tell lies to your own wife.  </li></ul><ul><li>Don't tell them to mine. ”   </li></ul>
  2. Ground zero…
  3. “ You Can Have Any Color As Long As It Is Black ”
  4. 1900 – 1940 <ul><li>World War I and II </li></ul>
  5. “ Killers versus Poets”
  6. The reason why <ul><li>The writer of an unsigned 1902 editorial in Printers' Ink spoke for the majority, noting: &quot;More attractive than fine pictures, more potent than fine language, are the Why and Wherefore of the goods-the Reasons.“ </li></ul>
  7. “ Killers” and “Poets” <ul><li>Hard-sell advocates frequently criticized &quot;poets&quot; for desiring personal recognition for their creativity. </li></ul><ul><li>Conversely, soft-sell advocates often criticized &quot;killers&quot; for their lack of creativity. </li></ul>
  8. Copyman’s trouble <ul><li>1908, observations in Printers Ink: </li></ul><ul><li>&quot;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.&quot; </li></ul>
  9. A period of “experimental” discovery <ul><li>1905: the University of Pennsylvania offered a course in &quot;The Marketing of Products&quot; </li></ul><ul><li>1908: Harvard Business School opens </li></ul><ul><li>1908: Northwestern University opens its School of Commerce, which will later become the Kellogg School of Management, home to influential marketing professor Philip Kotler </li></ul>
  10. 1912 1923 (Kodak) 1927
  11. 1886
  12. 1886 1880 1904
  13. 1905 1907 1920
  14. 1929 1935 1939
  15. 1914 1918
  16. 1919 1922
  17. 1923
  18. 1924 1925
  19. 1927 1929
  20. 1918
  21. 1923 1926
  22. 1918 1919
  23. 1902
  24. 1925 1928
  25. 1925 1936
  26. 1922 1926
  27. 1932 1930
  28. 1930
  29. 1930 1932
  30. 1945
  31. 1937 1936
  32. 1937 1946
  33. 1926 1929
  34. 1931 1947
  35. 1950’s “ After World War II society had to settle back for a moment before it picked up the 20th century.”  Stella Blum
  36. Marketing for the masses…
  37. Marketing “theories” <ul><li>More of the consumer viewpoint and of economic analysis were introduced . </li></ul><ul><li>The concept of marketing was being reformulated .  </li></ul>
  38. Rise of MadMan <ul><li>Leo Burnett, identified two schools of strategic thought in a Printers' Ink article: </li></ul><ul><li>1-Poster-style advertising </li></ul><ul><li>2-Reason-why advertising </li></ul>
  39. Ultimate question continues… <ul><li>In the 1950s, a slim majority continued to argue that advertising's role was to sell products directly, with remarks similar to those of hard-sell advocates from forty years earlier. </li></ul>
  40. “ Television is the triumph of machine over people. ”
  41. The birthday of the bathroom break. <ul><li>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. </li></ul>
  42. The birth of USP <ul><li>The president of N.W. Ayer and Son observed in 1941 that advertising &quot;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.&quot; </li></ul>
  43. Hierarchy of needs <ul><li>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. </li></ul>
  44.  
  45. 1950 1951
  46. 1951 1953
  47. 1954 1954
  48. 1950
  49. 1951 1952
  50. 1956 - 1957
  51. 1955 - 1956
  52. 1951 1955
  53. 1954 1959
  54. 1954
  55. 1950 1958
  56. 1954
  57. 1955
  58. 1956
  59. 1954 - 1955
  60. 1957
  61. 1955 1951
  62. 1957 1959
  63. 60’s “ Don't trust anybody over thirty! ” Jack Weinberg
  64. Question of “ethics”
  65. Rise of cynicism <ul><li>“ 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 </li></ul>
  66. First trial <ul><li>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 &quot;corrective advertising&quot; from an advertiser that has made a false claim. </li></ul>
  67. 1960
  68. 1960 Mc Donalds
  69. 1960 - 1961
  70. 1962 - 1963
  71. 1964 – 1965
  72. 1966
  73. 1967
  74. 1968
  75. 1962
  76. 1968
  77. 1960
  78. 1961 - 1962
  79. 1960 - 1961
  80. 1961 - 1964
  81. 1964 - 1969
  82. 1960
  83. 1961 - 1962
  84. 1963
  85. 1962 - 1965
  86. 1965 - 1967
  87. <ul><li>1967 - WARNER </li></ul>
  88. 1966
  89. 70’s “ I find your lack of faith disturbing. ”
  90. “ The battle is in the consumers mind”
  91. A new approach: Positioning <ul><li>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 . </li></ul>
  92. Brand image? <ul><li>Lee Clow, in 1971: &quot;Why isn't the persona of the brand considered a real difference? Is it because it's too esoteric?&quot; </li></ul>
  93. Mystique? <ul><li>As one wrote in 1971, &quot;Research not only takes some of the mystique out of agency creative departments, it also gives the client more direct control over creative people.&quot; </li></ul>
  94. 1976 1972 1971 1971
  95. 1970
  96. 1971
  97. 1971
  98. 1970
  99. 1970
  100. 1971
  101. 1975
  102. 1978
  103. 1979 Wonderbra
  104. 80’s &quot;You'll never look at music the same way again&quot;
  105. The search for “cool”
  106. Emotion is the king! <ul><li>Edward de Bono (1985) </li></ul><ul><li>He noted: &quot;Emotions are an essential part of our thinking ability and not just something extra that mucks up our thinking&quot; </li></ul>
  107. Invention of ROI <ul><li>&quot;I know that half of my advertising budget is wasted, but I'm not sure which half.“ </li></ul><ul><li>John Wanamaker </li></ul>
  108. Differentiate or die <ul><li>Hal Riney, a creative director for the BBDO agency during the &quot;creative revolution&quot; of the 1960s, stated this point very clearly in 1982: '&quot;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'&quot; </li></ul>
  109. E mergence of relationship marketing <ul><li>CRM </li></ul><ul><li>Customer value </li></ul><ul><li>Brand loyalty </li></ul><ul><li>Long term brand investment </li></ul>
  110. Consumer radar <ul><li>Introduction of “guerilla” marketing methods. </li></ul>
  111. 1989
  112. 1982
  113. U.S. Army, 1981
  114. 1989
  115. Apple Computer, 1984
  116. 1984
  117. 1987
  118. Nike 1983
  119. 1987
  120. 1988
  121. Lee Cooper 1987
  122. 90’s “ Just do it!”
  123. Need for integration
  124. Brand is the king <ul><li>1993 The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors . </li></ul>
  125. Integrated efforts <ul><li>Mark Tungate, the Paris-based author of Fashion Brands: Branding Style From Armani to Zara. </li></ul><ul><li>&quot;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. &quot; </li></ul>
  126. Long live consumerism <ul><li>“ I t is our job to make women unhappy with what they have.  ” </li></ul><ul><li>B. Earl Puckett, 1992 </li></ul>
  127. The new buzz! <ul><li>Introduction of “viral” marketing </li></ul>
  128. 1998 1992 1995
  129. 1993
  130. 1993
  131. 1994
  132. 1994
  133. 1993
  134. 1991
  135. 1991
  136. 1992
  137. 1993
  138. 1994
  139. 1989
  140. 1989
  141. 1991
  142. 1991
  143. 1991
  144. 1991
  145. 1992
  146. 1992
  147. 1992
  148. 1992
  149. 1994
  150. 1996
  151. 1996
  152. Apple 1997
  153. 2000’s
  154. And the era of “dialogue”…
  155. Who is Generation Y? <ul><li>76 million people born between 1978 – 2000 </li></ul><ul><li>Millienials, Net Generation, Echo Boomers, Google Generation, iGeneration </li></ul><ul><li>Ongoing debate about where to begin and end a generation. </li></ul>
  156. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER What’s Next in Marketing
  157. MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM What’s Next in Marketing
  158. <ul><li>perception </li></ul><ul><li>80% of CEO’s believe of believe their brand provides a superior customer experience </li></ul><ul><li>8 % of their customers agree </li></ul><ul><li>(Bain & Company) </li></ul>FUTURE LAB
  159. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURE LAB I AM THE MEDIA
  160. ONLY 14% TRUST ADS CREATING BUZZ
  161. 69 % INTERESTED IN AD BLOCKING TECHNOLOGIES CREATING BUZZ
  162. LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% CREATING BUZZ
  163. Marketing landscape
  164. 2001 2007 2005 2004 1999 2006 2005
  165.  
  166.  
  167.  
  168.  
  169.  
  170.  
  171.  
  172.  
  173.  
  174.  
  175.  
  176.  
  177.  
  178. <ul><li>Diesel 2008 </li></ul>
  179. 2008
  180. <ul><li>Cadburry 2008 </li></ul>
  181. <ul><li>Dove Real Beauty 2008 </li></ul>
  182. <ul><li>“ I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...”  </li></ul><ul><li>Philip Dusenberry </li></ul>
  183. References <ul><li>Articles: </li></ul><ul><li>Title: Hard-Sell &quot;Killers&quot; and Soft-Sell &quot;Poets&quot;: Modern Advertising's Enduring Message Strategy Debate Date : 10/1/2004; Publication : Journalism History; Author : Beard, Fred K </li></ul><ul><li>Title: The biggest moments in the last 75 years of advertising history. Date : 3/28/2005; Publication : Advertising Age; </li></ul><ul><li>Title: Ad Ages 50 years of image-making; evolving from the rational pitch to glossy lifestyle campaigns, men's fashion advertising over the past half-century is a window on culture and society. Date : 4/24/2006; Publication : Daily News Record; Author : Lipke, David </li></ul><ul><li>Books: </li></ul><ul><li>The Hidden Persuaders by Vance Packard and Mark Crispin Miller </li></ul><ul><li>American Social Classes in the 1950s: Selections from Vance Packard's The Status Seekers (The Bedford Series in History and Culture) by Vance Packard and Daniel Horowitz </li></ul><ul><li>The Origin of Brands by Al/ Ries, Laura Ries </li></ul><ul><li>Positioning: The Battle for Your Mind, 20th Anniversary Edition by Al Ries and Jack Trout </li></ul><ul><li>Big Brands Big Trouble: Lessons Learned the Hard Way by Jack Trout </li></ul>
  184. References <ul><li>Websites </li></ul><ul><li>http://www.wk.com/#/clients/15/ </li></ul><ul><li>http://www.advertisingarchives.co.uk/gallery_1900s.php </li></ul><ul><li>http://graphic-design.tjs-labs.com/gallery-view?span=15&start=30 </li></ul><ul><li>http://adage.com/century/timeline/index.html </li></ul><ul><li>http://www.rareads.com/rareads/webauto.html </li></ul><ul><li>http://donttellmymum.com/2008/10/23/10-pieces-of-content-that-define-todays-marketing-reality/ </li></ul><ul><li>http://adage.com/century/campaigns.html </li></ul><ul><li>http://www.logoorange.com/logodesign-A.php </li></ul><ul><li>http://www.adclassix.com/sitemap.htm#1900 </li></ul><ul><li>http://www.toxel.com/inspiration/2008/06/28/24-unforgettable-advertisements/ </li></ul><ul><li>Presentations </li></ul><ul><li>Whats next in Marketing Paul Isakson http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143 : </li></ul><ul><li>Futurelab I am the media http://www.slideshare.net/alainthys/i-am-the-media </li></ul><ul><li>Kameran Ahari Creating Buz http://gotastrategy.typepad.com </li></ul>
  185. Thank you Tuğçe Esener http://www.linkedin.com/in/tugceesener

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