1story.tumblr.com the story of a storyLoukas PetrouniasExecutive Director, Solid CommunicationsVisiting Speaker@Panteion University Εργαστήριο Διαφήµισης και Δηµοσίων Σχέσεων Τµήµα Επικοινωνίας Μέσων και Πολιτισµού Πάντειο Πανεπιστήµιο
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The reason whyThe writer of an unsigned 1902 editorial in Printers Ink spoke forthe majority, noting: "More attractive than fine pictures, morepotent than fine language, are the Why and Wherefore of thegoods-the Reasons.“
“Killers” and “Poets”Hard-sell advocates frequently criticized "poets" for desiringpersonal recognition for their creativity.Conversely, soft-sell advocates often criticized "killers" for their lackof creativity.
A period of “experimental” discovery1905: the University of Pennsylvania offered a course in "TheMarketing of Products"1908: Harvard Business School opens1908: Northwestern University opens its School of Commerce, whichwill later become the Kellogg School of Management, home toinfluential marketing professor Philip Kotler
1950’s“After World War IIsociety had to settleback for a momentbefore it picked upthe 20th century.” Stella Blum
The birthday of the bathroom break.July 1, 1941, the ﬁrst day the Federal Communications Commissionallowed TV stations to switch from experimental to commercialbroadcasts. NBC New York affiliate WNBT becomes the first of 22FCC licensees to air sponsored programming.
Marketing “theories”More of the consumer viewpoint and of economic analysiswere introduced .The concept of marketing was being reformulated .
The birth of USPThe president of N.W. Ayer and Son observed in 1941 thatadvertising "cannot create a single point of superiority in a productor add a single virtue to its manufacturer. What advertising can do isto speed up the process of getting a good product well andfavorably known."
Rise of MadManLeo Burnett’s strategic thought:Reason-why advertising > symbolsIdentify those symbols, those visualarchetypes, that would leaveconsumers with a "brand pictureengraved on their consciousness."
Ultimate question continues…In the 1950s, a slim majority continued to argue that advertisingsrole was to sell products directly, with remarks similar to those ofhard-sell advocates from forty years earlier.
Hierarchy of needsMaslows Hierarchy of Needs model was developed between1943-1954 , and first widely published in Motivation andPersonality in 1954 . At this time the Hierarchy of Needs modelcomprised five needs. Maslows most popular book is Toward aPsychology of Being (1968), in which more layers were added.
Rise of cynicism“What is the difference between unethical and ethical advertising?Unethical advertising uses falsehoods to deceive the public; ethicaladvertising uses truth to deceive the public. ” VilhjalmurStefansson”
First trialIn 1968, a creative team at BBDO, New York, slips some marblesinto a bowl of Campbells vegetable soup to keep the vegetablesfrom sinking to the bottom. This seemingly innocent effort sparks aFederal Trade Commission probe and becomes the basis for theFTCs efforts to eliminate false ads with a practice that allows it todemand "corrective advertising" from an advertiser that has made afalse claim.
A new approach: PositioningBeginning in 1969 two young marketing guys, Jack Trout and AlRies , wrote, spoke and disseminated to the advertising and PRworld about a new concept in communications called positioning .
Brand image?Lee Clow, in 1971: "Why isnt the persona of the brand considered areal difference? Is it because its too esoteric?"
80’s "Youll never look at music the same way again" MTV
Brand is the king1993 The Brand Asset Valuator of advertising agency Young &Rubicam measures Brand Value by applying four broad factors .
Need for integrationMark Tungate, the Paris-based author of Fashion Brands: BrandingStyle From Armani to Zara. "Advertisers today can be more subtle because they are safe inthe knowledge that a single image does not have to stand alone.The Web site and the store are equally parts of the brandexperience. "
Long live consumerism“It is our job to make women unhappy with what they have. ”B. Earl Puckett, 1992
The new buzz!Introduction of “viral” marketing
“Agencies are struggling and it has nothingto do with the the economic crisis, Theyare struggling to reinvent themselvesbecause in order to survive in the digitalworld, they are going to have to reverseeverything they know. Push is now pull,monologue is now dialogue and image isnow all about authenticity. Plus,consumers now act as brands’ moralcompass and they increasingly co-authorthe stories brands’ tell.” Cannes Lions 2010
“Consumers are much more interested intheir own lives than they are in brands. Andthey are much more interested in brandthan they are in the advertising of thebrands. The way to take advantage of thatwas not through the traditional areas wherecreatives sought ideas; focusing on aproduct or the corporate image of the client.Instead, look at “how brands fit intoconsumers’ lives.”Malcom Hunter,chief strategy officer for Aegis Media
The average engagement between consumer and brand across segments, channels and categories is 6.5 seconds DRAFTFCB, Cannes Lions 2010