The First 20,000 Years of Advertising

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This is a presentation I gave to marketing students at Duke University Sept. 28, 2010

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The First 20,000 Years of Advertising

  1. the first 20,000 years of advertising Just do it.
  2. who am I? <ul><li>http://adbroad.blogspot.com/ </li></ul>
  3. oldest working writer in advertising
  4. what is advertising? <ul><li>cavemen did it </li></ul>
  5. what is advertising <ul><li>cavemen did it </li></ul>
  6. what is advertising <ul><li>Shakespeare wrote jingles for his father’s glove shop </li></ul>
  7. what is advertising <ul><li>Shakespeare wrote jingles for his father’s glove shop </li></ul>The gift is small, the will is all, Alexander Aspinall
  8. what is advertising <ul><li>1899 NW Ayer defined it: Keeping your name in print </li></ul>
  9. posters predominated, limited to names of product, seller
  10.  
  11.  
  12.  
  13. companies sought finest artists of the day to do visuals Toulous Lautrec’s ads for Moulin Rouge now hang in Louvre
  14. what is advertising <ul><li>1904 Lord & Thomas ad agency changed definition to “salesmanship in print” </li></ul>
  15. Kodak, John W. Hartman Center for Sales, Advertising & Marketing History Duke University
  16. Lever Bros, 1918. John W. Hartman Center for Sales, Advertising & Marketing History Duke University
  17. Pond’s, 1924, John W. Hartman Center for Sales, Advertising & Marketing History
Duke University
  18.  
  19. Don Draper’s ad was brainstormed in the 20s 1928 Vintage Ad Browser
  20. Marlboro was introduced as ladies’ cigarette “Mild as May” 1927 Vintage Ad Browser
  21. In 1950s, after study linked smoking to cancer, Marlboro repositioned for men. 1957 Tobacco Documents
  22. Leo Burnett sought icon perceived to be most masculine.
  23. 1957 Tobacco documents
  24.  
  25. 1960’s
  26. 1970’s
  27. 1984
  28. 1990s
  29. http://adage.com/mediaworks/article?article_id=146104
  30.  
  31. 160 million users worldwide 375,000 new users each day 90 million tweets posted each day 500 million users 75 million users
  32.  
  33. technology has changed but psychology hasn’t <ul><li>the art of persuasion is alive and well. it’s just wearing new clothes. </li></ul>
  34.  
  35. what is advertising <ul><li>engaging consumer to talk about brand </li></ul>
  36. what is advertising <ul><li>engaging consumer to talk about brand </li></ul><ul><li>the best advertising doesn’t look like advertising </li></ul>
  37. what is advertising <ul><li>engaging consumer to talk about brand </li></ul><ul><li>the best advertising doesn’t look like advertising </li></ul><ul><li>it offers value in return for consumer’s attention </li></ul>
  38. utility https://www.myskystatus.com/
  39. discounts
  40. DIY creativity brandfictionfactory.com campaign created by Deep Focus for AMC
  41. community
  42. how nike chalkbot works
  43. personal fulfillment
  44. free stuff
  45. self-improvement
  46. it goes where advertising hasn’t before, creative in content
  47. and strategy
  48. for personal connection with consumers
  49. and opportunities for earned media
  50. what is advertising <ul><li>a profession in need of your vision and talent </li></ul>
  51. finding a job used to mean assembling spec ads on foamcore
  52. and zipping them into a fake leather art case called your “book”
  53. which you’d send around to agencies, one by one
  54. and hope for a call
  55. today’s advertising leaders are looking to your generation for brilliance
  56. to light the way in a world that some still don’t understand where’s my jetpack
  57. leanmeanfightingmachine.com
  58. <ul><li>for moral support along the way, </li></ul><ul><li>@AdBroad </li></ul><ul><li>Helen Klein Ross </li></ul><ul><li>helenkleinross.com </li></ul>

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