History of advertising

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Mad Men and Women through the ages

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History of advertising

  1. 1. History of Advertising
  2. 2. History 101
  3. 3. Four necessities 1. Mass-produced goods: via industrial revolution 2. Mass communication: typewriter, printing 3. Mass distribution: transportation, mail 4. Mass education: literacy, prosperity
  4. 4. Historical Roles of Advertising  The pre-industrial age (pre- 1800s) • “None of the above” • The grapevine (WOM) • First paper mill in Europe: 1275 • Reading and writing? Monks and scholars • News travels less than 50 miles
  5. 5. Gutenberg
  6. 6. Historical Roles of Advertising  The Industrializing Age (Mid 1700s Europe/1800s in U.S.) • Mass production (machines, not animals) • Mass consumption (costs less to buy than make) – the beginning of “the consumer” • Ads as information – sources of supply, etc. • Literacy, free mail delivery • Photography, typewriter, phonograph
  7. 7. Mathilde C. Weil
  8. 8. Historical Roles of Advertising  The Industrial Age (1900s to 1970s) • Production shifts to sales • Branding – Wrigley’s, Coke, JELL-O, Kellogg’s, Campbell’s • Consumer packaged goods • Advertising wars • Product differentiation
  9. 9. Albert Lasker
  10. 10. Claude Hopkins “Talk to people one at a time, not in the mass.”
  11. 11. Claude Hopkins
  12. 12. Raymond Rubicam – Y&R
  13. 13. Helen Lansdowne Resor
  14. 14. John Caples
  15. 15. Age of radio - 1922  Bob and Ray  Stan Freberg  Chuck Blore  Dick Orkin
  16. 16. Bernice Fitz-Gibbon
  17. 17. Rosser Reeves - USP
  18. 18. Age of TV – 1950s  Anything you say, people see/hear  Selling by saying your product is “better”  The beginning of clutter  “The wall” – perceptual screens  Nielsen, Gallup (market research)  Keeping up with the Jones’  The 30-second spot
  19. 19. Creative Revolution – 1960s  Bernbach  Ogilvy  Burnett
  20. 20. Bill Bernbach
  21. 21. Bill Bernbach
  22. 22. Bill Bernbach
  23. 23. Bill Bernbach
  24. 24. David Ogilvy
  25. 25. David Ogilvy
  26. 26. Leo Burnett
  27. 27. Mary Wells
  28. 28. Howard Gossage
  29. 29. Gossage parodies Ogilvy
  30. 30. Charlotte Beers
  31. 31. Marketing Revolution – 70s  Positioning era  Market segmentation
  32. 32. Historical Roles of Advertising  The Post-Industrial Age (Starting 1980) • CSR • Lifestyle ads • Big three TV networks • Demarketing • Global markets • Global agencies (WPP, DDB, FCB, etc.)
  33. 33. The New Ads – 80s  The “me” ads (“Because I’m worth it”)  Decreased ad budgets in favor of sales promotions  Simpler visual-based executions  MTV influence  Digital fx  Catchphrases (“Where’s the beef?”)  Celebrity
  34. 34. Lee Clow
  35. 35. Lee Clow
  36. 36. Rise of the Machines – 90s  IMC  More channels, new medium  Niche marketing and audience fragmentation  PoMo  Public Relations  Research/metrics  “Play it safe”  Massive ad “holding companies”
  37. 37. Linda Kaplan Thaler
  38. 38. Historical Roles of Advertising  The Global Interactive Age (last 20 years) • The slow death of print and broadcast • Two-way medium – dialogue • Branded platforms – destinations, not interruptions • Google – search advertising and marketing • YouTube, Facebook, Twitter, PVRs, Mobile • Value of information over value of “stuff”
  39. 39. The future  TV • Collapse of distribution networks • TV channels drive viewers to web platforms • Fragmentation across devices • Intelligent networks • Advertising goes digital and is delivered to individuals on a personalized basis • Branded platforms • Netflix versus HBO models
  40. 40. The future  Movies • Released simultaneously on all media and markets • Some are free, underwritten by ad deals • Experiential films • Branded merchandise brings in more revenue than box office
  41. 41. The future  Music • World’s library is available for free on any device • Business models rely on advertising, merchandising, and events • Subscription-based models dwindle and fade • Personalized streaming • Five-way competition for consumers: TV brands, radio broadcasters, music labels, social media, music hardware
  42. 42. The future Games • Dominate teenagers’ media time from other media • Free business models – with revenue from ads and virtual purchases - replace subscriptions • Games become a key entry point for music and product launches and attract more advertising and sponsorship • Casual gaming booms – driven by mobile and location-based • Immersive game controllers

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