The document provides a historical overview of developments in advertising and marketing from the late 19th century to the 2000s. It traces the evolution of key debates around hard vs soft sell approaches. It also highlights major innovations and changes in the field, including the rise of positioning in the 1960s-70s, the growth of integrated marketing in the 1990s, and the emergence of relationship marketing, viral marketing, and the importance of brands and emotions from the 1980s onward. The document serves as a useful timeline to understand the evolution of advertising and marketing concepts over the past century.
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/
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/
In the two decades that Y&R’s BrandAsset® Valuator (BAV®) - the world’s largest database of brand perceptions - has studied the brandscape, brands have become 200% less distinct from one another. Marketers must work harder than ever in order to make their brands stand out. But how? By studying thousands of brands - from the most iconic to the most commoditized - we found that breakaway brands have an inherent tension that makes them irresistible. We call this BRAND TENSITY®
Rick Webb, writer, entrepreneur and investor, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 19th, 2013 at the VCU Brandcenter in Richmond.
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
The Dead. Serial Killers. Mutants.
Halloween staples, sure. But these genre titles can also be applied to brands and their life cycle.
Brand graveyards are littered with brands that were one-dimensional, not innovative, and generally lost value in culture (RIP Tower Records). No one is immune to the curse, but, with proper care, brands can be resurrected.
This Halloween season, Y&R’s BrandAsset Valuator® (BAV) - our proprietary brand management tool and global database of consumer perceptions of brands – looked at 20 years of data to analyze The Good, The Bad, and The Dead. Using BAV’s measurements on four key pillars of brand health and 48 brand imagery dimensions, we looked at brands that are seemingly immortal, the ones that risk becoming irrelevant, and those that have gone to that great big brand grave in the…well, ground.
Lessons from Some of the Most Innovative BrandsVCU Brandcenter
Kelly O'Keefe, Chief Creative Strategy Officer of Padilla/CRT and Brandcenter Professor, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Unstoppable. The tech revolution is here, adapt or die.FITCH
Tim Greenhalgh's presentation as part of a panel at BCSC 2014. The panel explored the evolution of technology, what it means for the retail property sector and what’s around the corner in terms of new technology development.
The panel was chaired by Sean Curtis, Land Securities and also included Saurabh Sethi, GSMA and Patrick Gallagher, CitySprint.
Espresso is an integrated marketing agency that has been creating memorable online and offline experiences for clients like Samsung, Nike Bauer, Sprint, and the United Way for over a decade.
We call our “secret sauce” brand infiltration—a cost-effective blend of digital, social, experiential, and traditional marketing tactics designed to ignite conversations and fuel word-of-mouth and word-of-mouse.
Hi, it's nice to meet you.
http://brandinfiltration.com
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
The fifteen years since the launch of Napster have eviscerated what we once knew as the music industry. In the face of this free-fall, innovators within the music industry have had to re-think every aspect of their approach to marketing strategy.
The scary truth that every business executive must acknowledge is that any industry can be swiftly and devastatingly Napster-ed.
In this session, we will examine the how the re-invention of the music industry can inspire any industry to stay ahead of their Napster. With specific case examples and tangible tools, this session will both illuminate new ways of thinking and give attendees pragmatic ways of immediately applying this new thinking to their companies.
Topics to be covered include:
· Pharrell’s “Happy" and How to Design Hit Brand Experiences
· Avicii, Aloe Blacc, and The Age of Liquid Expectations
· Beats by Dre, Emily Dickinson, and the End of the Consumer Insight as We Know It
The session will be led by John Greene, whose nearly 20 year career has been inspired by how creativity and commerce can combine to create transformational business results. As Senior Partner and Chief Strategy Officer at Translation, John leads all strategic efforts and co-manages one of the fastest-growing and most influential marketing agencies in the country. With services that range from strategic consulting to advertising to new product development, Translation has been dubbed “The McKinsey of pop culture” by Businessweek. An alumnus of Kellogg’s EMP 70, John looks forward to an afternoon of provocative discussion and far more hip-hop references than have ever graced a Kellogg classroom.
Cataldi Public Relations Credentials & Case Studies January, 2015Sal Cataldi
A survey of recent case studies for public relations, viral and guerilla marketing stunts for major names in entertainment, media and consumer products from Cataldi Public Relations. Clever, sometimes kitschy, always effective and kind to the bottomline. Including projects for AMC, IFC, TNT, WNYC, Fuse, WEtv, Tanqueray, Dewars, 1-800 Flowers and many more.
In this speech, I talk about how the re-invention of the music industry illuminates new ways of thinking about four fundamental questions that can help any industry stay ahead of their Napster. I have given variations of this speech to several companies and classes over the past few years, and I'll deliver this version to students at the Kellogg School of Management on May 16, 2014.
Gen Z Shopping: Designing retail for the constant state of partial attentionFITCH
Meet the most complex yet most critical shopper of all time – Generation Z.
By 2020, today’s 14-19 year olds will be the largest group of consumers worldwide, making up 40% of the US, Europe and BRIC countries, and 10% in the rest of the world. The needs and behaviours of this group will inform not only the next generation of shoppers, but the future of mainstream retail.
So, how do retailers and brand owners engage with a new kind of shopper, who pays less attention but with a sharper and hyper-informed eye? There have been many observations on the lifestyle and digital dexterity of Gen Z (current 14-19 year olds), but until now, their shopping habits have remained unobserved.
In this paper, FITCH not only defines who Gen Z shoppers are, but also clarifies their distinct retail behaviours and offers strategies for retailers to attract them with seamless and highly commercial experiences.
Know Your Market, Customer, And Pull, Final 12 04 08georgebbrengle
"developed and presented to numerous client groups. I would be happy to share them with an prospective employer as it shows the thoroughness and the polish of my research and work".
In the two decades that Y&R’s BrandAsset® Valuator (BAV®) - the world’s largest database of brand perceptions - has studied the brandscape, brands have become 200% less distinct from one another. Marketers must work harder than ever in order to make their brands stand out. But how? By studying thousands of brands - from the most iconic to the most commoditized - we found that breakaway brands have an inherent tension that makes them irresistible. We call this BRAND TENSITY®
Rick Webb, writer, entrepreneur and investor, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 19th, 2013 at the VCU Brandcenter in Richmond.
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
The Dead. Serial Killers. Mutants.
Halloween staples, sure. But these genre titles can also be applied to brands and their life cycle.
Brand graveyards are littered with brands that were one-dimensional, not innovative, and generally lost value in culture (RIP Tower Records). No one is immune to the curse, but, with proper care, brands can be resurrected.
This Halloween season, Y&R’s BrandAsset Valuator® (BAV) - our proprietary brand management tool and global database of consumer perceptions of brands – looked at 20 years of data to analyze The Good, The Bad, and The Dead. Using BAV’s measurements on four key pillars of brand health and 48 brand imagery dimensions, we looked at brands that are seemingly immortal, the ones that risk becoming irrelevant, and those that have gone to that great big brand grave in the…well, ground.
Lessons from Some of the Most Innovative BrandsVCU Brandcenter
Kelly O'Keefe, Chief Creative Strategy Officer of Padilla/CRT and Brandcenter Professor, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Unstoppable. The tech revolution is here, adapt or die.FITCH
Tim Greenhalgh's presentation as part of a panel at BCSC 2014. The panel explored the evolution of technology, what it means for the retail property sector and what’s around the corner in terms of new technology development.
The panel was chaired by Sean Curtis, Land Securities and also included Saurabh Sethi, GSMA and Patrick Gallagher, CitySprint.
Espresso is an integrated marketing agency that has been creating memorable online and offline experiences for clients like Samsung, Nike Bauer, Sprint, and the United Way for over a decade.
We call our “secret sauce” brand infiltration—a cost-effective blend of digital, social, experiential, and traditional marketing tactics designed to ignite conversations and fuel word-of-mouth and word-of-mouse.
Hi, it's nice to meet you.
http://brandinfiltration.com
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
The fifteen years since the launch of Napster have eviscerated what we once knew as the music industry. In the face of this free-fall, innovators within the music industry have had to re-think every aspect of their approach to marketing strategy.
The scary truth that every business executive must acknowledge is that any industry can be swiftly and devastatingly Napster-ed.
In this session, we will examine the how the re-invention of the music industry can inspire any industry to stay ahead of their Napster. With specific case examples and tangible tools, this session will both illuminate new ways of thinking and give attendees pragmatic ways of immediately applying this new thinking to their companies.
Topics to be covered include:
· Pharrell’s “Happy" and How to Design Hit Brand Experiences
· Avicii, Aloe Blacc, and The Age of Liquid Expectations
· Beats by Dre, Emily Dickinson, and the End of the Consumer Insight as We Know It
The session will be led by John Greene, whose nearly 20 year career has been inspired by how creativity and commerce can combine to create transformational business results. As Senior Partner and Chief Strategy Officer at Translation, John leads all strategic efforts and co-manages one of the fastest-growing and most influential marketing agencies in the country. With services that range from strategic consulting to advertising to new product development, Translation has been dubbed “The McKinsey of pop culture” by Businessweek. An alumnus of Kellogg’s EMP 70, John looks forward to an afternoon of provocative discussion and far more hip-hop references than have ever graced a Kellogg classroom.
Cataldi Public Relations Credentials & Case Studies January, 2015Sal Cataldi
A survey of recent case studies for public relations, viral and guerilla marketing stunts for major names in entertainment, media and consumer products from Cataldi Public Relations. Clever, sometimes kitschy, always effective and kind to the bottomline. Including projects for AMC, IFC, TNT, WNYC, Fuse, WEtv, Tanqueray, Dewars, 1-800 Flowers and many more.
In this speech, I talk about how the re-invention of the music industry illuminates new ways of thinking about four fundamental questions that can help any industry stay ahead of their Napster. I have given variations of this speech to several companies and classes over the past few years, and I'll deliver this version to students at the Kellogg School of Management on May 16, 2014.
Gen Z Shopping: Designing retail for the constant state of partial attentionFITCH
Meet the most complex yet most critical shopper of all time – Generation Z.
By 2020, today’s 14-19 year olds will be the largest group of consumers worldwide, making up 40% of the US, Europe and BRIC countries, and 10% in the rest of the world. The needs and behaviours of this group will inform not only the next generation of shoppers, but the future of mainstream retail.
So, how do retailers and brand owners engage with a new kind of shopper, who pays less attention but with a sharper and hyper-informed eye? There have been many observations on the lifestyle and digital dexterity of Gen Z (current 14-19 year olds), but until now, their shopping habits have remained unobserved.
In this paper, FITCH not only defines who Gen Z shoppers are, but also clarifies their distinct retail behaviours and offers strategies for retailers to attract them with seamless and highly commercial experiences.
Know Your Market, Customer, And Pull, Final 12 04 08georgebbrengle
"developed and presented to numerous client groups. I would be happy to share them with an prospective employer as it shows the thoroughness and the polish of my research and work".
Un accord sur l'accès des salariés à la formation professionnelle et au renforcement de leurs qualifications a été signé dans la ccn des industries Jeux Jouets., le 3 novembre 2015.
L'accord a été conclu pour une durée indéterminée et est entré en vigueur le 3 novembre 2015.
L'objet de l'accord est la désignation d'OPCALIA comme organisme paritaire collecteur agrée.
L'organisme patronale signataire de l'accord est la Fédération française des Industries Jouet-Puériculture. Les organisations syndicales signataires sont la Fédération Générale des Mines et de la Métallurgie,F.G.M.M. - C.F.D.T, la Fédération des Cadres, de la Maîtrise et des Techniciens de la Métallurgie,C.F.E. - C.G.C., et la Fédération Commerce, Services et Forces de Vente,C.S.F.V. - C.F.T.C.
ShareChart is formed to stock analysis, to assist
people, to trade stocks. It provides powerful
technical analysis tools and fundamental news for both traders and investors.
Nội san "Sức trẻ" được phát hành bởi Câu lạc bộ truyền thông YMC, là cơ quan ngôn luận của Đoàn trường ĐH Ngoại thương. Sức trẻ là ấn phẩm hướng tới sinh viên Ngoại thương nói riêng và tất cả các bạn sinh viên Việt Nam nói chung. Với những bài viết chất lượng và được đầu tư thiết kế kĩ lưỡng, chúng mình luôn đưa ra nhiều thông tin cũng như vấn đề mà giới trẻ đang quan tâm. Nội san "Sức trẻ" rất mong muốn những góp ý từ các bạn để ngày càng hoàn thiện.
-----------------------------------------------------------------
Website: http://yo.ymconline.vn/
Fanpage: www.facebook.com/ymc.ftu
Email: suctre.ymc@gmail.com
This is a presentation I gave Nov 29 at the Marketing3 conference at Media Plaza in the Netherlands. A big thank you to Lynette Webb who's visual posts and pictures have provided inspiration for quite a few of the slides.
Julie Roehm | The next generation of storytellersJulieRoehm
In this presentation given to the first class of students at BTech in Queens, NY, the history of storytelling is outlined and it's importance to brands in digital age made clear. Presented by Julie Roehm in 2014. Videos and other rich media have been removed to make for a smaller file size.
This presentation takes a closer look at what ad agencies consider “good” advertising, how they interpret “concept,” and why the web designer's notion of “proof of concept” is completely nonsensical in the world of advertising. I examine some successful campaigns and some award-winning campaigns -- these are not necessarily the same thing -- and explain why these are admired by so-called “creatives” at ad agencies. I also explore why advertising creatives despise web types in general and usability folks in particular. You’ll discover why stuff that “works” on screen doesn’t work in print ads -- and vice versa. And I dispel some of the popular myths about advertising, such as “all advertising is good advertising.”
Why do people collect trading cards? Collectors often hope the pictures can inspire them to their field or find pleasure in seeing remarkable people and their achievements. To inspire you in your marketing, MarketingProfs put together a roster of 16 remarkable smarty pants who changed business.
Advertising Industry Analysis + Ogilvy And Mather Reportvinod singh
Strategic analsyis on Advertising Industry. Ogilvy And Mather Presence in industry.pestle analysis of advertising industry. porter five forces for advertising industry. Future strategies for Ogilvy and Mather Worldwide. Internal analysis of Ogilvy And Mather.
The Cold War between Digital and Traditional.. A Prospectus of what will Happen.MediaSci
Advertising is a well established industry since a hundred years ago. It passed with many different stages over the last decades. The 2000's is considered the is the beginning of war between both traditional and digital media.
A lot of shocking facts that are being revealed in the history of both traditional and digital media, yet the battle is still in the consumer's mind.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
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🟢 Email Access
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usawebmarketEmail: support@usawebmarket.com
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USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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.”
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. “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. 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. 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
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. 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. “Television is the triumph of machine over people.”“Television is the triumph of machine over people.”
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. 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. 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.
65. 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
66. 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.
90. “The battle is in the consumers mind”“The battle is in the consumers mind”
91. 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.
92. 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?"
93. 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."
106. 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"
107. Invention of ROIInvention of ROI
"I know that half of my advertising budget is
wasted, but I'm not sure which half.“
John
Wanamaker
108. 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'"
109. Emergence of relationship marketingEmergence of relationship marketing
• CRM
• Customer value
• Brand loyalty
• Long term brand investment
124. 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.
125. 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. "
126. Long live consumerismLong live consumerism
“It is our job to make women unhappy with
what they have. ”
B. Earl Puckett, 1992
154. And the era of “dialogue”…And the era of “dialogue”…
155. 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.
158. perception
80% of CEO’s believe of
believe their brand provides a
superior customer experience
8 % of their customers agree
(Bain & Company)
FUTURELAB
159. 76% of consumers don’t believe that
companies tell the truth in advertisements
Yankelowich,2006
FUTURELAB
IAMTHEMEDIA
182. “I have always believed that writing advertisements is
the second most profitable form of writing. The first,
of course, is ransom notes...”
Philip Dusenberry
183. 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
184. 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
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
