David Ogilvy A History Of Advertising

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  • 1921 – Henry Ford
  • 1914
    I Dünya savaşı başladı.
    1918
    I Dünya savaşı bitti.
    1922
    Mussolini, başbakan oldu.
    Albert Einstein Nobel Fizik Ödülü'nü kazandı.
    1923
    Adolf Hitler'in yapmak istediği darbe engellendi ve Hitler tutuklandı.
    1925
    Adolf Hitler, Mein Kampf'ı (Kavgam) yayımladı.
    Pilsoudski, Polonya'da darbe yaptı. Portekiz Cumhuriyeti, askeri darbeyle devrildi. Almanya, Milletler Cemiyeti'ne kabul edildi.
    1927ABD'de ilk uzun metrajlı sözlü filmler, gösterime girdi. Amerikalı pilot Charles Lindbergh, Atlas Okyanusu'nu tek başına ve kesintisiz geçti. Fransız Jules Rimet'in önerisiyle, Dünya Futbol Şampiyonası düzenlenmesi kararlaştırıldı.
    1928Ulusal politikanın bir aracı olarak savaşı yasaklamayı amaçlayan Kellog-Briand Paktı, 60 ülke tarafından imzalandı.
    1929Hollywood'da ilk Oscar Ödül Töreni yapıldı.
    1931Japonya, Mançurya'yı işgal etti. Uzakdoğu Savaşı başladı.
    1932Irak, bağımsızlığını ilan etti.
    1933Alman Ulusal Sosyalist Parti lideri Hitler, başbakan oldu. Naziler, Dachau'da ilk toplama kampını açtılar. Almanya'da Nazi Partisi, yahudileri boykot etme kararı aldı. Nazilere bağlı gizli polis örgütü Gestapo kuruldu. Naziler, Alman ırkını canlandırmak için halkı güçsüzlerden temizleme kararı aldı.
    1934Almanya'da Devlet Başkanı'nın ölmesi üzerine Adolf Hitler, ülkenin mutlak lideri oldu ve başbakanlık, devlet başkanlığı yetkilerini elde etti.
    1935Nuremberg Yasaları olarak bilinen ırkçı yasalar resmen ilan edildi. İtalya, Etiyopya'yı işgal etti.
    1937Naziler, Buchenwald Toplama Kampı'nı açtılar. Japonya, Çin'i savaş ilan etmeksizin işgal etti. Milliyetçi Çin'in başkenti Nanking'de 250.000 Çinli, Japonlar tarafından katledildi.
    1938Alman birlikleri, Avusturya'ya girdi.
    1939İtalyan birlikleri, Arnavutluk'u işgal etti. Almanya ve Sovyetler Birliği arasında, saldırmazlık anlaşması imzalandı. Almanya, Polonya'yı işgal etti ve 2. Dünya Savaşı başladı. İngiltere ve Fransa, Almanya'ya savaş ilan ettiler. Sovyetler Birliği, Ribbentrop-Molotov Antlaşması'nın gizli bir maddesi gereğince Polonya'ya saldırdı. Hitler ve Stalin, Polonya'yı paylaştılar.
    1940Sovyetler Birliği, Finlandiya'ya saldırdı. Saldırı, tarihe ''Kış Savaşı'' olarak girdi.
    1946Winston Churchill, Missouri'deki Fulton'da, ilk kez "demir perde" den söz etti.
    1947Al Capone öldü.Avrupa Kalkınma Programı açıklandı. SSCB, atom bombası yapabildiğini açıkladı.
    1949İngiliz yazar George Orwell, ''1984''ü yazdı. SSCB'de ilk atom patlaması oldu.
    1950Kore Savaşı başladı. ABD Kore'ye çıkarma yaptı. 29 Eylül'de Seul işgal edildi.
  • 1952Marshall Adaları'nda, ABD tarafından yapılan ilk hidrojen bombası patladı. İlk bilgisayar IBM-701 piyasaya çıktı. Fransa'yla İngiltere arasında ilk uluslararası televizyon bağlantısı kuruldu.
    1955İlk fast-food lokanta, McDonald's, ABD'de açıldı.
    Bebek patlaması kuşağı - 1946 ile 1974 arasında doğmuş olanlar. Bebek Patlaması kuşağı, önceki erişkin kuşaklarına göre yeni deneyimlere ve markalara çok daha açık olan dinamik bir grup oluşturuyor. Pazarlama uzmanlarının, Bebek Patlaması kuşağının ne kadar yaşlı olduklarına bakmak yerine, ne yaptıklarına bakarak hedeflerini belirlemeleri gerekiyor. Bebek Patlaması kuşağındakiler, çok döngüsel yaşamlar sürüyorlar. 40’lı ya da 50’li yaşlarında üniversiteye dönüyor olabilirler, yalnız yaşıyor olabilirler ya da ikinci kez evlenmiş, çocuk yetiştiriyor olabilirler.
  • “All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.” William Bernbach quotes (American advertising executive, 1911-1982)
  • One of the most influential message strategists of the second half of the twentieth century,
    1-Poster-style advertising which depends on its simplicity and its manner plus a cogent selling thought expressed with a rigid economy of words.
    2-Reason-why advertising which takes the reader by the hand, emotionalizes the results of the product, and rationalizes it with pertinent information and persuasive argument.
  • Fred Allen (1894 – 1956)
  • By 1955, however, more than 900 marketers have begun advertising on TV and expenditures have surpassed both magazines and radio to become the leading marketing medium in the U.S., with revenue topping $1 billion. By 2004, more than 200 million sets are in use in the U.S., and TV ad spending tops $50 billion.
    The first ad takes the form of a "time signal" featuring the face of a ticking watch, sponsored by Bulova Watch Co. Procter & Gamble Co., Lever Bros. and Sun Oil join Bulova as TV's first sponsors, paying $100-including time and studio costs-for the privilege of branding quarter-hours of programming that reach fewer than 5,000 households in the New York metropolitan area.
  • 1960Doğum kontrol hapı, ABD'de satışa sunuldu.
    1961Yahudilerin katledilmesiyle suçlanan eski SS lideri Adolf Eichmann hakkında dava açıldı. Arjantin'e sığınan Eichmann, İsrail İstihbarat Servisi tarafından kaçırıldı. 15 Aralık'ta ölüme mahkum edildi, 31 Mayıs 1962'de idam edildi.
    J.F Kennedy, ABD Ordusu'nun Vietnam'a müdahale programına onay verdi.
    1962Ünlü müzik topluluğu Beatles, ilk plağının kaydını yaptı. Ünlü modacı Yves Saint Laurent, ilk defilesini sundu.
    1964ABD Vietnam'a girdi. Çin, ilk nükleer bombasını patlattı.
    1967Küba Devrimi'nin önderlerinden Ernesto ''Che''Guevara öldü.
    1968Fransa'da ''68 kuşağı''öğrenci hareketleri başladı. ABD'de yurttaş hakları hareketine öncülük eden siyah din adamı Martin Luther King, 39 yaşında öldürüldü.
  • Bernbach
  • 1973ABD ile Vietnam arasında, ateşkes anlaşması imzalandı, son ABD Kuvvetleri Vietnam'ı 29 Mart'ta terketti.
    1976Steve Jobs ve Steve Wozmiac, ilk kişisel bilgisayar Apple'i gerçekleştirdiler.
  • "positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the prospect".
  • In June 1971, Davidson presented a number of design options to Knight and other BRS executives, and they ultimately selected the mark now known globally as the Swoosh. Davidson submitted a bill for $35 for her work. (In 1983, Knight gave Davidson a gold Swoosh ring and an envelope filled with Nike stock to express his gratitude.)
  • 1980Yeni bir hastalık belirlendi: AIDS.
    1981
    MTV kuruldu.
    1987ABD, SSCB'nin önerisini kabul etti, Asya ve Avrupa'da konuşlandırılmış ve menzili 500-5 bin 500 kilometre olan bütün füzeler imha edildi. Nükleer dönemin ilk gerçek silahsızlanma anlaşması olan Washington Antlaşması imzalandı.
    1988
    George Bush, ABD Başkanı oldu.
    1989Berlin Duvarı yıkıldı.
    1991Körfez Savaşı başladı, 28 Şubat'ta Irak'ın yenilgisiyle sona erdi. İlk canlı yayın savaş görüntüleri…
    1992Bill Clinton, ABD Başkanlığı'na seçildi.
  • The Six Thinking Hats technique of Edward de Bono is a model that can be used for exploring different perspectives towards a complex situation or challenge. Seeing things in various ways is often a good idea in strategy formation or complex decision-making processes.
  • Robert Sobel (1974). "John Wanamaker: The Triumph of Content Over Form", chapter 3 in The Entrepreneurs: Explorations Within the American Business Tradition (Weybright & Talley), ISBN 0-679-40064-8
  • feminism, environmentalism, racial equality and technology.
    Diana, Princess of Wales dies after a car crash in a Paris road tunnel.
    The Iraqi invasion of Kuwait in August 2, 1990 and the subsequent Gulf War in 1991.
    The German reunification in October 3, 1990 as a result of the fall of the Berlin Wall
    The breakup of Yugoslavia beginning on June 25, 1991 after the republics of Croatia and Slovenia declared independence from Yugoslavia which was followed by the subsequent Yugoslav wars.
    The World Wide Web becomes the first publicly available service on the internet on August 6, 1991, beginning the eventual expansion of public use of the internet.
    The Rwandan Genocide which began on April 6, 1994 until mid-July 1994 results in serious criticism of the United Nations and major countries for failing to stop the genocide.
    The first cloned mammal, Dolly the sheep is confirmed and reported by global media on February 26, 1997.
    The adoption of the Kyoto Protocol by the United Nations Framework Convention on Climate Change on December 11, 1997
    1993 World Trade Center bombing and marked the beginning of a series of attempted terrorist attacks by Al Qaeda against the U.S. that would continue into the 2000s.
  • All about pushing things out at people. A one way process. Shove, shout, sell.
  • Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
  • Dusenberry was well-known for his work with one of his major clients, the soft drink giant Pepsi. He devised the advertising slogan "The Choice of a New Generation", and was instrumental in casting celebrities in Pepsi's high-profile advertisements, including Lionel Richie, Don Johnson, Madonna and Michael J. Fox. Dusenberry was overseeing the production of an infamous Pepsi commercial starring Michael Jackson in which Jackson's hair accidentally caught fire when a smoke effect misfired
  • David Ogilvy A History Of Advertising

    1. 1. “ 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.”  “ 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.” 
    2. 2. Ground zero…Ground zero…
    3. 3. “You Can Have Any Color As Long As It Is Black”“You Can Have Any Color As Long As It Is Black”
    4. 4. 1900 – 19401900 – 1940 • World War I and II • World War I and II
    5. 5. “Killers versus Poets”“Killers versus Poets”
    6. 6. The reason whyThe reason why The writer of an unsigned 1902 editorial in Printers' Ink spoke for the majority, noting: "More attractive than fine pictures, more potent than fine language, are the Why and Wherefore of the goods-the Reasons.“
    7. 7. “Killers” and “Poets”“Killers” and “Poets” Hard-sell advocates frequently criticized "poets" for desiring personal recognition for their creativity. Conversely, soft-sell advocates often criticized "killers" for their lack of creativity.
    8. 8. Copyman’s troubleCopyman’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."
    9. 9. A period of “experimental” discoveryA 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
    10. 10. 1912 1923 (Kodak) 1927
    11. 11. 1886
    12. 12. 1886 1880 1904
    13. 13. 1905 19071920
    14. 14. 1929 1935 1939
    15. 15. 1914 1918
    16. 16. 1919 1922
    17. 17. 1923
    18. 18. 1924 1925
    19. 19. 1927 1929
    20. 20. 1918
    21. 21. 1923 1926
    22. 22. 1918 1919
    23. 23. 1902
    24. 24. 1925 1928
    25. 25. 1925 1936
    26. 26. 1922 1926
    27. 27. 1932 1930
    28. 28. 1930
    29. 29. 1930 1932
    30. 30. 1945
    31. 31. 1937 1936
    32. 32. 1937 1946
    33. 33. 1926 1929
    34. 34. 1931 1947
    35. 35. 1950’s1950’s “After World War II society had to settle back for a moment before it picked up the 20th century.” Stella Blum
    36. 36. Marketing for the masses…Marketing for the masses…
    37. 37. Marketing “theories”Marketing “theories” • More of the consumer viewpoint and of economic analysis were introduced. • The concept of marketing was being reformulated.
    38. 38. Rise of MadManRise of MadMan Leo Burnett, identified two schools of strategic thought in a Printers' Ink article: 1-Poster-style advertising 2-Reason-why advertising
    39. 39. Ultimate question continues…Ultimate question continues… 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.
    40. 40. “Television is the triumph of machine over people.”“Television is the triumph of machine over people.”
    41. 41. The birthday of the bathroom break.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.
    42. 42. The birth of USPThe 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."
    43. 43. Hierarchy of needsHierarchy 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.
    44. 44. 1950 1951
    45. 45. 1951 1953
    46. 46. 1954 1954
    47. 47. 1950
    48. 48. 1951 1952
    49. 49. 1956 - 1957
    50. 50. 1955 - 1956
    51. 51. 1951 1955
    52. 52. 1954 1959
    53. 53. 1954
    54. 54. 1950 1958
    55. 55. 1954
    56. 56. 1955
    57. 57. 1956
    58. 58. 1954 - 1955
    59. 59. 1957
    60. 60. 1955 1951
    61. 61. 19571959
    62. 62. 60’s60’s “Don't trust anybody over thirty!” Jack Weinberg
    63. 63. Question of “ethics”Question of “ethics”
    64. 64. Rise of cynicismRise 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
    65. 65. First trialFirst 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.
    66. 66. 1960
    67. 67. 1960 Mc Donalds
    68. 68. 1960 - 1961
    69. 69. 1962 - 1963
    70. 70. 1964 – 1965
    71. 71. 1966
    72. 72. 1967
    73. 73. 1968
    74. 74. 1962
    75. 75. 1968
    76. 76. 1960
    77. 77. 1961 - 1962
    78. 78. 1960 - 1961
    79. 79. 1961 - 1964
    80. 80. 1964 - 1969
    81. 81. 1960
    82. 82. 1961 - 1962
    83. 83. 1963
    84. 84. 1962 - 1965
    85. 85. 1965 - 1967
    86. 86. 1967 - WARNER
    87. 87. 1966
    88. 88. 70’s70’s “I find your lack of faith disturbing.”
    89. 89. “The battle is in the consumers mind”“The battle is in the consumers mind”
    90. 90. A new approach: PositioningA 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.
    91. 91. Brand image?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?"
    92. 92. Mystique?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."
    93. 93. 1976 1972 1971 1971
    94. 94. 1970
    95. 95. 1971
    96. 96. 1971
    97. 97. 1970
    98. 98. 1970
    99. 99. 1971
    100. 100. 1975
    101. 101. 1978
    102. 102. 1979 Wonderbra
    103. 103. 80’s80’s "You'll never look at music the same way again"
    104. 104. The search for “cool”The search for “cool”
    105. 105. Emotion is the king!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"
    106. 106. Invention of ROIInvention of ROI "I know that half of my advertising budget is wasted, but I'm not sure which half.“ John Wanamaker
    107. 107. Differentiate or dieDifferentiate 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'"
    108. 108. Emergence of relationship marketingEmergence of relationship marketing • CRM • Customer value • Brand loyalty • Long term brand investment
    109. 109. Consumer radarConsumer radar • Introduction of “guerilla” marketing methods.
    110. 110. 1989
    111. 111. 1982
    112. 112. U.S. Army, 1981
    113. 113. 1989
    114. 114. Apple Computer, 1984
    115. 115. 1984
    116. 116. 1987
    117. 117. Nike 1983
    118. 118. 1987
    119. 119. 1988
    120. 120. Lee Cooper 1987
    121. 121. 90’s90’s “Just do it!”
    122. 122. Need for integrationNeed for integration
    123. 123. Brand is the kingBrand is the king 1993 The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors.
    124. 124. Integrated effortsIntegrated 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. "
    125. 125. Long live consumerismLong live consumerism “It is our job to make women unhappy with what they have. ” B. Earl Puckett, 1992
    126. 126. The new buzz!The new buzz! • Introduction of “viral” marketing
    127. 127. 1998 1992 1995
    128. 128. 1993
    129. 129. 1993
    130. 130. 1994
    131. 131. 1994
    132. 132. 1993
    133. 133. 1991
    134. 134. 1991
    135. 135. 1992
    136. 136. 1993
    137. 137. 1994
    138. 138. 1989
    139. 139. 1989
    140. 140. 1991
    141. 141. 1991
    142. 142. 1991
    143. 143. 1991
    144. 144. 1992
    145. 145. 1992
    146. 146. 1992
    147. 147. 1992
    148. 148. 1994
    149. 149. 1996
    150. 150. 1996
    151. 151. Apple 1997
    152. 152. 2000’s2000’s
    153. 153. And the era of “dialogue”…And the era of “dialogue”…
    154. 154. Who is Generation Y?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.
    155. 155. OLD MARKETINGOLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER What’sNextinMarketing
    156. 156. MODERN MARKETINGMODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM What’sNextinMarketing
    157. 157. perception 80% of CEO’s believe of believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
    158. 158. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURELAB IAMTHEMEDIA
    159. 159. 160 ONLY 14%TRUST ADS CREATINGBUZZ
    160. 160. 161 69 %INTERESTED IN AD BLOCKING TECHNOLOGIES CREATINGBUZZ
    161. 161. 162 LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% CREATINGBUZZ
    162. 162. Marketing landscapeMarketing landscape
    163. 163. 2001 2007 2005 2004 1999 2006 2005
    164. 164. Diesel 2008
    165. 165. 2008
    166. 166. Cadburry 2008
    167. 167. Dove Real Beauty 2008
    168. 168. “I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...” Philip Dusenberry
    169. 169. ReferencesReferences Articles: • Title: Hard-Sell "Killers" and Soft-Sell "Poets": Modern Advertising's Enduring Message Strategy Debate Date: 10/1/2004; Publication: Journalism History; Author: Beard, Fred K • Title: The biggest moments in the last 75 years of advertising history. Date: 3/28/2005; Publication: Advertising Age; • 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 Books: • The Hidden Persuaders by Vance Packard and Mark Crispin Miller • American Social Classes in the 1950s: Selections from Vance Packard's The Status Seekers (The Bedford Series in Hi by Vance Packard and Daniel Horowitz • The Origin of Brands by Al/ Ries, Laura Ries • Positioning: The Battle for Your Mind, 20th Anniversary Edition by Al Ries and Jack Trout • Big Brands Big Trouble: Lessons Learned the Hard Way by Jack Trout
    170. 170. ReferencesReferences Websites • http://www.wk.com/#/clients/15/ • http://www.advertisingarchives.co.uk/gallery_1900s.php • http://graphic-design.tjs-labs.com/gallery-view?span=15&start=30 • http://adage.com/century/timeline/index.html • http://www.rareads.com/rareads/webauto.html • http://donttellmymum.com/2008/10/23/10-pieces-of-content-that-define-todays-marketing-reality/ • http://adage.com/century/campaigns.html • http://www.logoorange.com/logodesign-A.php • http://www.adclassix.com/sitemap.htm#1900 • http://www.toxel.com/inspiration/2008/06/28/24-unforgettable-advertisements/ Presentations • Whats next in Marketing Paul Isakson http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143: • Futurelab I am the media http://www.slideshare.net/alainthys/i-am-the-media • Kameran Ahari Creating Buz http://gotastrategy.typepad.com
    171. 171. Thank you Tuğçe Esener http://www.linkedin.com/in/tugceesener

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