Communication strategy lessons @ Panteion University (Dept. of Communication, Media & Culture). This is my first one, a prologue to advertising history. 06/03/2012 http://1story.tumblr.com/

1. 1story.tumblr.com
the story of a story
Loukas Petrounias
Executive Director, Solid Communications
Visiting Speaker@Panteion University
Εργαστήριο Διαφήµισης και Δηµοσίων Σχέσεων
Τµήµα Επικοινωνίας Μέσων και Πολιτισµού
Πάντειο Πανεπιστήµιο

2. 23 ΙΟΥΝΙΟΥ ’73
ΠΑΝΤΕΙΟ 1991
ΔΗΜΟΣΙΟΓΡΑΦΟΣ 1994 - 1997
SPOT JWT 1998 - 2004
SOLID 2004 -
@loukastwits
http://www.facebook.com/
loukas.petrounias
http://gr.linkedin.com/in/
loukaspetrouniascv

3. 1story
• Μια άναρχη προσπάθεια απόδοσης της
δηµιουργίας µιας διαφηµιστικής ιδέας
• Μέσα από 11 εικόνες που θα
δηµιουργήσουµε µαζί, θα
προσπαθήσουµε να οδηγήσουµε µια ιδέα
στο όνειρό της : να ακουστεί!
• Το αποτέλεσµα θα κρίνει την επιτυχία της
• Δεν θα πληρωθείτε
• Ότι ακούσετε από εµένα είναι σαφέστατα
υποκειµενικό
• Δουλειά µου θα είναι να σας ακούω

4. 1story1story@gmail.com
1story.tumblr.com dropbox.com
Τα εργαλεία µας

7. ti einai diafimisi?
τί είναι διαφήµιση;

9. #o_gamos_tou_koutrouli

13. 1900 - 1940

14. Killers vs Poets

15. The 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.“

16. “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.

17. A 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

29. 1950’s
“After World War II
society had to settle
back for a moment
before it picked up
the 20th century.”
Stella Blum

30. Marketing for the
masses…

31. 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.

33. Marketing “theories”
More of the consumer viewpoint and of economic analysis
were introduced .
The concept of marketing was being reformulated .

34. The 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."

35. Rise of MadMan
Leo Burnett’s strategic thought:
Reason-why advertising > symbols
Identify those symbols, those visual
archetypes, that would leave
consumers with a "brand picture
engraved on their consciousness."

36. 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.

37. Hierarchy 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.

49. 60’s
“Don't trust
anybody
over thirty!”
Jack
Weinberg

50. Question of “ethics”

51. Rise 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”

52. First 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.

54. McDonald’s TV spot 60’s

65. 70’s

66. “The battle is in the consumers
mind”

67. A 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 .

68. 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?"

76. 80’s
"You'll never look at music the
same way again" MTV

77. The search for “cool”

78. Emotion is the king!
Edward de Bono (1985)
"Emotions are an essential part of our thinking ability and not just
something extra that mucks up our thinking"

79. Invention of ROI
"I know that half of my advertising budget is wasted, but I'm not
sure which half.“
John Wanamaker

80. Emergence of relationship
marketing
CRM
Customer value
Brand loyalty
Long term brand investment

81. Consumer radar
Introduction of “guerilla” marketing methods.

82. 90’s

83. Brand is the king
1993 The Brand Asset Valuator of advertising agency Young &
Rubicam measures Brand Value by applying four broad factors .

84. Need for integration
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. "

85. Long live consumerism
“It is our job to make women unhappy with what they have. ”
B. Earl Puckett, 1992

86. The new buzz!
Introduction of “viral” marketing

99. 2000’s

100. And the era of “dialogue”…

103. 80% of CEO’s believe of believe their brand provides a
superior customer experience
8% of their customers agree
(Bain & Company)

107. It’s a pull, not a push
mechanism

108. “Agencies are struggling and it has nothing
to do with the the economic crisis, They
are struggling to reinvent themselves
because in order to survive in the digital
world, they are going to have to reverse
everything they know. Push is now pull,
monologue is now dialogue and image is
now all about authenticity. Plus,
consumers now act as brands’ moral
compass and they increasingly co-author
the stories brands’ tell.”
Cannes Lions 2010

109. “Consumers are much more interested in
their own lives than they are in brands. And
they are much more interested in brand
than they are in the advertising of the
brands. The way to take advantage of that
was not through the traditional areas where
creatives sought ideas; focusing on a
product or the corporate image of the client.
Instead, look at “how brands fit into
consumers’ lives.”
Malcom Hunter,
chief strategy officer for Aegis Media

110. The average engagement between consumer and brand
across segments, channels and categories is
6.5 seconds
DRAFTFCB, Cannes Lions 2010

114. References
• Tuğçe Esener http://www.linkedin.com/in/tugceesener -
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