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There was a time
when “tablet”
meant this.
Not this.
There was a time when brands
didn’t really exist …
… much less have
devoted fans like
this.
So much has changed in the
world of marketing and
advertising in last 20 years
alone …
So much has changed in the
world of marketing and
advertising in last 20 years
alone … That it’s easy to
forget a few things …
… Like that life
existed before
the internet, for
example.
Or that advertising today was
molded by the centuries that
came before it.
Photo: spin spin on Flickr
Or that advertising today was
molded by the centuries that
came before it.
Photo: spin spin on Flickr
There’s a reason why
the majority of
consumers are skeptical
about brands.
Photo: Tom Raftery on Flickr
There’s a reason why
the majority of
consumers are skeptical
about brands.
Photo: Tom Raftery on Flickr | Source: Edelman Trust Barometer, 2012
There’s a reason why you’re more
likely to survive a plane crash than
click a banner ad.
Photo: puuikibeach on Flickr | Source: Solve Media
There’s a
reason why
advertising
started to look a lot like
marketing
Over time,
advertising
started to look a lot like
marketing, and
marketing started to look a lot like
Over time,
advertising
started to look a lot like
marketing, and
marketing started to look a lot like
being a great company.
Over time,
We now live in a world where
advertisers are wrapped around
the finger of the consumer …
We now live in a world where
advertisers are wrapped around
the finger of the consumer …
NOT the other way around.
There are 3 BIG reasons why:
There are 3 BIG reasons why:
the proliferation of media,
There are 3 BIG reasons why:
the proliferation of media,
a history of deception,
There are 3 BIG reasons why:
the proliferation of media,
a history of deception, and
the ability to time-shift with
technology.
This is the timeline and story of
how advertising became so
invasive, and consumers became
so indifferent.
Once upon a time, thousands of
years ago, survival was top-of-
mind.
Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
People were illiterate.
Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
People were illiterate.
There was no need for advertising.
Word of mouth was all that
existed and all that mattered.
Fast forward to just before the
turn of the 20th century, and …
Photo: Theresa L Wysocki on Flickr
Fast forward to just before the
turn of the 20th century, and …
BOOM!
Photo: Theresa L Wysocki on Flickr
Fast forward to just before the
turn of the 20th century, and …
BOOM!
You’ve got an industrializing
America ready to start pummeling
people with marketing
messages for the next 120 years!
Photo: Theresa L Wysocki on Flickr
We’ll get to the industrialized
age.
Let’s first start from the
beginning.
A Timeline
the History & evolution
Of Advertising:
The preindustrial
age
1275 - 1900
The preindustrial
age
1275 - 1900
The Chinese invent this thing
called paper.
The Chinese invent this thing
called paper.
It’s used to pad bronze mirrors
and wrap things.
Then, way later …
Europe gets its first paper mill.
Photo: davydubbit on Flickr
Johannes Gutenberg
invents the printing
press in Germany.
Johannes Gutenberg
invents the printing
press in Germany.
For the first time, the recording
of information no longer just
belongs to an elite few.
For the first time, the recording of
information no longer belongs to
just an elite few.
Photo: illuminaut on Flickr
For the first time, the recording
of information no longer just
belongs to an elite few.
For the first time, the recording of
information no longer belongs to
just an elite few.
Photo: illuminaut on Flickr
The first poster ad in English is
placed on church doors in
London.
The first poster ad in English is
placed on church doors in
London.
Buy this cool
prayer book!
The first newspaper ad appears,
offering a reward for 12 stolen
horses.
Photo: David Feltkamp on Flickr
The Boston News-Letter asks
readers to place ads for real
estate, ships, or goods for sale.
The Boston News-Letter asks
readers to place ads for real
estate, ships, or goods for sale.
Soon after, the newspaper
places the first ad in America for
a Long Island estate.
Other colonial newspapers
quickly follow suit, placing their
own ads.
Photo: gillicious on Flickr
Benjamin Franklin
starts using
headlines and
illustrations in his
newspaper.
Benjamin Franklin
starts using
headlines and
illustrations in his
newspaper.
The first American
magazine is published
in Philadelphia.
And this is what ads look like.
Photo Courtesy of Archiving Early America | earlyamerica.com
Advertising defined?
It’s all about the
headline
Advertising defined?
It’s all about the
headline
The first ads were essentially personal classifieds.
Clever ad copy wasn’t a thing yet, so advertisers
played with headlines to garner attention.
Advertising defined?
Then,
A scholar named Samuel
Johnson writes:
A scholar named Samuel
Johnson writes: Whatever is common
is despised.
A scholar named Samuel
Johnson writes: Whatever is common
is despised.
Advertisements are now so
numerous that they are very
negligently perused.
A scholar named Samuel
Johnson writes: Whatever is common
is despised.
Advertisements are now so
numerous that they are very
negligently perused.
It has become necessary to
gain attention by magnificence
of promises.
This is a BIGdeal.
This is a BIGdeal.
It means people have been sick
of ads for 2 ½ centuries!
This is a BIGdeal.
It means people have been sick
of ads for 2 ½ centuries!!!!!!!!!!
And it means “magnificence of
promises” paves the way for
puffery and deception in ads.
And it means “magnificence of
promises” paves the way for
puffery and deception in ads.
Meanwhile,
The Industrial Revolution starts to
take place in North America.
Animals
are getting
replaced by
Animals
are getting
replaced by
Machines …
… and uniform goods are
starting to get manufactured in
greater quantities.
More products need
advertising.
More products need
advertising.
More people need
advertising.
Advertising as a
profession gets its
start when Volney B.
Palmer sets up shop
in Philadelphia.
Advertising as a
profession gets its
start when Volney B.
Palmer sets up shop
in Philadelphia.
The first
magazine ad
runs.
Photo: theseanster93 on Flickr
The earliest billboards and transit
ads emerge as modes of
transportation develop.
Photo: http://railroad.lindahall.org/
The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
Fine writing is
offensive!
John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
Fine writing is
offensive!
If the truth isn't
tellable, fix it
so it is.
If the truth isn't
tellable, fix it
so it is.
Advertising defined?
It’s all about the
reason why
Advertising defined?
It’s all about the
reason why
“Powers’ Style” copywriting inspired an
era of simple, straightforward ads that
convey why the consumer should buy.
Advertising defined?
Miracle cure
patent medicine
manufacturers
break the mold
with extravagant,
hyperbolic ads.
Miracle cure
patent medicine
manufacturers
break the mold
with extravagant,
hyperbolic ads.
Miracle double-
chin-be-gone
+
Miracle double-
chin-be-gone
+
Cocaine-infused
dandruff remover
=
Miracle double-
chin-be-gone
+
Sick people.
Cocaine-infused
dandruff remover
=
America gets a heavy dose of
these way-too-good-to-be-true
remedies through the turn of the
century.
Photo: RoguePriest on Flickr
Nothin’ like some good
ol’ bodily harm to
engender enduring
trust in advertising!
Nothin’ like some good
ol’ bodily harm to
engender enduring
trust in advertising!
Moving on …
Photo: Joanna Bourne on Flickr
Mailing post cards is the most
recommended means of
reaching consumers.
Sears, Roebuck
and Co. issues its
first catalog.
The Winton Motor
Carriage
Company places
the first magazine
ad for a car.
President Grover Cleveland
authorizes free rural
mail delivery.
President Grover Cleveland
authorizes free rural
mail delivery.
Advertising becomes a discipline
for the first time at Northwestern
University.
Advertising becomes a discipline
for the first time at Northwestern
University.
There’s a
science to
this stuff!
• Newspapers, magazines, and direct mail are
primary media types.
Preindustrial Recap
• Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
Preindustrial Recap
• Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
• A lack of regulation on advertising results in
prevalent puffery and false claims.
Preindustrial Recap
• Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
• A lack of regulation on advertising results in
prevalent puffery and false claims.
• Preindustrial developments put the first
marketing system in place.
Preindustrial Recap
The branding
boom
1901 - 1910
The mass production
of generic goods start
to satisfy basic
consumer needs.
Photo: ThirdLegReviews on Flickr
So manufacturers
focus their efforts on
branding and packaging
to differentiate.
These future big-time brands are
incorporated:
• The Pepsi-Cola Company
• The Quaker Oats Company
• United States Steel Company
Unilever hires J.
Walter Thompson
Company (JWT) to
advertise Lifebuoy
Soap.
Unilever hires J.
Walter Thompson
Company (JWT) to
advertise Lifebuoy
Soap.
Baby formula brand Mellin’s
Food commissions a balloonist
to build the first airship to carry
their ads on 25 flights.
Baby formula brand Mellin’s
Food commissions a balloonist
to build the first airship to carry
their ads on 25 flights.
Commercial Pacific Cable
Company lays the first Pacific
telegraph cable.
Commercial Pacific Cable
Company lays the first Pacific
telegraph cable. President
Theodore Roosevelt sends a
message around the world and
receives it 12 minutes later.
Grace Weidersein creates the
“Campbell’s Kids,” which are still
used (with modifications) today.
Gillette creates the
first national ad plan
for its Safety Razor.
Advertising defined?
It’s all about the
campaign
Advertising defined?
It’s all about the
campaign
Advertisers discover they can make a
bigger impact by creating a series of
ads.
Advertising defined?
Congress cracks
down on advertisers
for unsubstantiated
claims in drug and
food advertising by
passing the Pure
Food and Drug Act.
Airplane advertising emerges with
the promotion of a Broadway
play.
The Ford Motor
Company
unveils the
Model T for a
whopping $850.
Domestic electricity is
standardized, creating a market
for household appliances.
Photo: premasagar on Flickr
John Wanamaker opens his
monumental, 12-story department
store in Philadelphia.
• Branding and packaging become important.
1900-1910 Recap
• Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
1900-1910 Recap
• Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
1900-1910 Recap
• Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
• Some of America’s most recognized brands
are incorporated.
1900-1910 Recap
• Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
• Some of America’s most recognized brands
are incorporated.
• The age of automobile advertising gets its
start.
1900-1910 Recap
The Dawn of
Radio
1911 - 1920
The advertising industry decides
it should maybe clean up its act.
Photo: brandoncripps on Flickr
The advertising industry decides
it should maybe clean up its act.
The American Advertising
Federation establishes the first
“truth in advertising” codes.
Photo: brandoncripps on Flickr
For the first time,
JWT agency flirts
with sex appeal.
For the first time,
JWT agency flirts
with sex appeal.
This is also the first
time advertisers
attempt to focus
ads on consumer
needs above their
own.
Advertising defined?
It’s all about the
emotional appeal
Advertising defined?
It’s all about the
emotional appeal
Helen Lansdowne’s Woodbury Soap headline and
new developments in advertising psychology
encouraged advertisers to emphasize the
pleasure a product will bring the consumer.
Advertising defined?
P&G pays JWT to launch a product
for the first time.
Camel begins
advertising for
the first time
while introducing
packaged
cigarettes.
The Federal Trade Commission
Act is established to further curb
dishonest advertising.
The first transcontinental
telephone line opens between New
York City and San Francisco.
Source: Thom Watson on Flickr
America’s first radio
station, KDKA, launches
in Pittsburgh.
Photo: _jaaju on Flickr
America’s advertising industry
sits at nearly $3 billion.
America’s advertising industry
sits at nearly $3 billion.
Source: eMarketer
America’s advertising industry
sits at nearly $3 billion.
Source: eMarketer
• Magazines and newspapers are the dominant
media types.
1911-1920 Recap
• Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
1911-1920 Recap
• Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
1911-1920 Recap
• Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
• Ads attempt to appeal to the emotional needs
of the consumer (instead of the advertiser)
for the first time.
1911-1920 Recap
• Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
• Ads attempt to appeal to the emotional needs
of the consumer (instead of the advertiser)
for the first time.
• The retail industry experiences major growth
spurred by a vast increase in mass
production.
1911-1920 Recap
The rise of
consumerism
1921 - 1930
Broadcast radio
figures out how
to finance its
existence by
selling its first ad.
Broadcast radio
figures out how
to finance its
existence by
selling its first ad.
WEAF in NYC
offers 10 minutes
for $100.
Consumers are
enabled to spend
with newfound
consumer
credit.
Photo: Todd Elhers on Flickr
Consumers start
financing cars, home
appliances, and radios.
Ads look like this:
Copywriter Claude Hopkins of
Lord & Thomas agency
publishes Scientific
Advertising.
Photo: zhouxuan12345678 on Flickr
He claims advertising is “based
on fixed principles,” i.e. a
copy strategy and a
product claim.
Photo: zhouxuan12345678 on Flickr
Sponsored content emerges
when N.W. Ayer & Sons produce
the first sponsored radio show,
“The Eveready Hour.”
NBC Radio Corp buys WEAF
from AT&T and renames it
WNBC, forming the first radio
network with 19 whole stations.
Copywriter John
Caples writes
one of the most
famous headlines
in an ad for the
U.S. Music
School.
The second major radio network,
CBS, launches.
Listerine
advertises its
mouth wash as a
cure for colds
and sore throats.
Listerine
advertises its
mouth wash as a
cure for colds
and sore throats.
Lucky Strike
spends $12.3
million on
advertising –
at the time, the
most spent
to promote
one product.
Photo: oswaldo on Flickr
The stock market crashes and
sparks The Great Depression.
Ad budgets take a nosedive.
Photo: buckle1535 on Flickr
Advertising defined?
It’s all about the
market research
Advertising defined?
It’s all about the
market research
Massive budget cuts forced the industry to reinvent
itself to improve effectiveness. Research
companies emerge to align advertising with
consumer behavior and attitudes.
Advertising defined?
AdAge launches
in Chicago.
More than
half of U.S.
homes
have a
radio
(55.2%).
• Access to credit and post-WWI consumerism
fuels spending.
1921-1930 Recap
• Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
1921-1930 Recap
• Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
• The 1929 stock market crash starts The
Great Depression, resulting in advertising
budget cuts and widespread unemployment.
1921-1930 Recap
• Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
• The 1929 stock market crash starts The
Great Depression, resulting in advertising
budget cuts and widespread unemployment.
• Advertisements focus on clear product
claims that start to become more informed
by market research.
1921-1930 Recap
the Soap Opera
stage
1931 - 1940
The Great Depression
leaves publishers
financially squeezed.
Newspaper circulation
wanes due to declining
advertising profits.
And radio starts to gain
prominence as a source
of entertainment.
WGN-AM
Chicago
creates the first
daytime radio
soap opera,
Clara, Lu, and
Em.
Colgate-
Palmolive later
becomes its
sponsor to
reach the stay-
at-home
housewife.
55% of American homes have a
radio.
The Federal Communications
Commission is established.
LIFE publishes
its first edition
and later
becomes the
first magazine
to carry $100
million in annual
advertising.
American
Tobacco Co.
pays a handful
of senators
$1,000 each to
endorse Lucky
Strike cigarettes.
Radio ad revenue surpasses that
of magazines.
Congress passes the
Wheeler-Lea
Amendment to give
the FTC greater
authority to crack
down on deceptive
advertising.
N.W. Ayer &
Sons helps
DeBeers
dominate the
diamond market
with its “A
diamond is
forever” slogan.
Advertising defined?
It’s all about the
differentiation
Advertising defined?
It’s all about the
differentiation
As all products start to have “me too” syndrome –
claiming they also have the latest and greatest
feature – advertisers begin to focus on how
products are different from competitors’.
Advertising defined?
• The Great Depression leads to vast
unemployment and slashed ad budgets.
1931-1940 Recap
• The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
1931-1940 Recap
• The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
• Competition leads to a focus on product
differentiation.
1931-1940 Recap
• The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
• Competition leads to a focus on product
differentiation.
• Many advertisers switch from newspapers
to radio, which becomes a prominent
component of American life.
1931-1940 Recap
A Time of War,
TV & the
telephone
1941 - 1950
World War II propaganda
creates a whole new
level of ad clutter.
John Caples
pioneers basic ad
testing when he
begins doing split-
runs to test multiple
versions of the same
ad.
John Caples
pioneers basic ad
testing when he
begins doing split-
runs to test multiple
versions of the same
ad.
With 7,500 TV sets in NYC
households, NBC’s WNBT begins
telecasting.
The first TV commercial for Bulova
Clocks reaches 4,000 TV sets.
America has 12 broadcasting TV
stations.
Camel blatantly lies.
Post WWII,
America is
really
busy
making
lots of
these.
Photo: xopherlance on Flickr
Half of the
American
population
has a
telephone.
Brand names and slogans
become protected under the
Lanham Trademark Act.
Advertising defined?
It’s all about the
unique selling proposition
Advertising defined?
It’s all about the
unique selling proposition
Advertising defined?
Rosser Reeves of Ted Bates Agency introduces the
unique selling proposition (USP) – positioning that
conveys a product benefit beyond quality and
convenience.
• Much of 1940s advertising was related to
the war effort.
1941-1950 Recap
• Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
1941-1950 Recap
• Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
1941-1950 Recap
• Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
• The end of WWII sparks the baby boom and
an increase in consumer spending.
1941-1950 Recap
• Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
• The end of WWII sparks the baby boom and
an increase in consumer spending.
• Advertisers start focusing on conveying
unique selling propositions to drive sales.
1941-1950 Recap
The golden age
of creativity
1951 - 1960
David Ogilvy’s
“Hathaway Man”
and “Commander
Whitehead”
become popular
ad personae.
Holy bogus, Batman.
CBS becomes the largest
advertising medium in the world.
Photo: watchwithkristin on Flickr
TV ad revenue surpasses
that of radio and
magazines.
Leo Burnett
agency launches
the Marlboro
Man campaign.
Leo Burnett
agency launches
the Marlboro
Man campaign.
It becomes the
world’s best-
selling cigarette
brand.
Shirley Polykoff
of Foote, Cone &
Belding writes a
series of mega-
successful Clairol
hair color ads.
Shirley Polykoff
of Foote, Cone &
Belding writes a
series of mega-
successful Clairol
hair color ads.
The National Association of
Broadcasters bans subliminal
ads.
Photo: leo reynolds on Flickr
The Think Small
VW campaign by
Doyle Dane
Bernbach
introduces the
creative team:
copywriter + art
director.
The ad is so
successful, it
practically
inaugurates
Madison Ave as
the epicenter of
advertising
creativity.
• Madison Avenue becomes the epicenter of
creativity.
1951-1960 Recap
• Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
1951-1960 Recap
• Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
• TV is the most prominent advertising
platform.
1951-1960 Recap
• Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
• TV is the most prominent advertising
platform.
• Ads start to appeal to consumer narcissism.
1951-1960 Recap
The cynicism
Epoch
1961 - 1970
Photo: hto2008 on Flickr
Consumers feel
patronized by ads.
A flower power, anti-
consumerism
counterculture emerges in
favor of love, individuality,
and trust.
“The Pepsi
Generation”
ads spark the
cola wars.
The New Yorker and other
magazines ban cigarette
advertising after the Surgeon
General declares smoking is
harmful.
McDonald’s airs its first TV
commercial claiming burgers,
fries, and shakes are “fun.”
McDonald’s airs its first TV
commercial claiming burgers,
fries, and shakes are “fun.”
The first Super Bowl airs on CBS
and NBC.
The first Super Bowl airs on CBS
and NBC.
7UP sells individuality by
differentiating from Pepsi and
Coke as “The Uncola.”
A disillusioned ad man
named Howard Luck
Gossage says this:
Nobody reads
advertising. People
read what they want to
read, and sometimes it’s
an ad.
A disillusioned ad man
named Howard Luck
Gossage says this:
• Consumers rebel against mass-produced
goods and conformity.
1961-1970 Recap
• Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
1961-1970 Recap
• Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
• The cola wars are in full force.
1961-1970 Recap
• Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
• The cola wars are in full force.
• Advertisers begin using a less-scientific,
more-artistic approach in their ads.
1961-1970 Recap
The Brand image
era
1971 - 1980
Telemarketing
emerges.
The U.S. Armed
Forces begins
advertising the new
volunteer-based
military with the
“Today's Army
Wants to Join You”
slogan.
The industry needs greater
enforcement of unethical
advertising.
The industry needs greater
enforcement of unethical
advertising. So, the Four As,
ANA, and American Advertising
Federation launch the National
Advertising Review Board to
monitor distasteful ads.
Congress prohibits broadcast
advertising of
cigarettes.
Photo: walknboston on Flickr
Coca-Cola airs “Hilltop,” featuring
a united, multicultural group
singing on a hillside.
I’d like to buy the
world a Coke ...m
mm
m
m m
m
m
m
It becomes one of the most
famous TV commercials and
jingles ever made.
Requests to hear the song and
see the commercial pour into
radio and TV stations.
In a time of conflict and
negativity, the tune emanated
peace, hope, and tolerance.
Social scientist Herbert Simon
introduces the concept of
attention economics.
Social scientist Herbert Simon
introduces the concept of
attention economics.
A wealth of
information creates a
poverty of attention.
Consumer attention first
starts to become
understood as scarce
and therefore extremely
valuable.
Photo: hto2008 on Flickr
Quick! Let’s play a
game of brand
slogan fill-in-the
____.
“Pardon me, do you have
any _____?”
“Pardon me, do you have
any _____?”Grey Poupon
“Winston tastes good like
_________.”
“Winston tastes good like
_________.”a cigarette should
“Where’s the _____?”
“Where’s the _____?”beef
You remember these
slogans, but …
You remember these
slogans, but … can you
recall one TV commercial
you saw yesterday?
You remember these
slogans, but … can you
recall one TV commercial
you saw yesterday?
“Attention economics”
today is primarily concerned
with the problem of getting
consumers to consume
advertising.
Source: Wikipedia
Positioning becomes important
with the publication of Al Ries’
and Jack Trout’s AdAge article,
“Positioning: The Battle for Your
Mind.”
Advertising defined?
It’s all about
positioning
Advertising defined?
It’s all about
positioning
Advertising defined?
Marketers begin to use advertisements to declare
what brands stand for in order to shape how a
brand is perceived in the minds of consumers.
VCRs hit mass market and gave
consumers the ability to time
shift and fast forward through
recorded ads.
Photo: brad montgomery on Flickr
VCRs hit mass market and gave
consumers the ability to time
shift and fast forward through
recorded ads.
Photo: brad montgomery on Flickr
• Regulation on advertising increases,
especially within the tobacco industry.
1971-1980 Recap
• Regulation on advertising increases,
especially within the tobacco industry.
• Herbert Simon introduces the concept of
attention economics.
1971-1980 Recap
• Regulation on advertising increases,
especially within the tobacco industry.
• Herbert Simon introduces the concept of
attention economics.
• Advertisers laser in on positioning to
influence how brands are perceived by
consumers.
1971-1980 Recap
The self-
indulgence
Decade
1981 - 1990
The 80s:
BIG hair and BIG
spending.
People
spend a lot
of money on
themselves
to look this
good.
The agency big dogs are
gobbling up smaller agencies to
create mega-agencies.
In an effort to maximize profits,
agencies cut 30-second TV-
spots to :15, doubling the
volume of TV ad pollution.
IBM introduces the
personal computer,
making desktop
publishing a
breeze.
The FCC eliminates regulations on
commercial television
established in the 1950s and
60s with the Cable
Communications Act.
This sparks an …
Apple launches its mega-
successful Macintosh with the first
Super Bowl commercial directed by
moviemaker Ridley Scott.
Apple’s board didn’t like it, so
TBWAChiatDay sold all media
placements …
Apple’s board didn’t like it, so
TBWAChiatDay sold all media
placements … except for one.
The ad (accidentally) and
permanently raised the bar for all
future Super Bowl advertising.
Coca-Cola unveils New Coke
with a sweeter formula to combat
the Pepsi challenge.
America revolts, and Coca-Cola
changes it back.
Al Ries and Jack Trout portray
marketing in terms of military
strategies in Marketing Warfare
amidst intensifying market
competition.
Photo: Martin Gommel on Flickr
BellSouth is the first company to
deploy the caller ID in Memphis,
Tennessee.
Cable TV penetration in U.S.
households passes the halfway
mark.
• Materialism reaches new heights.
1981-1990 Recap
• Materialism reaches new heights.
• Consumers seek products that align with
their values.
1981-1990 Recap
• Materialism reaches new heights.
• Consumers seek products that align with
their values.
• TV is the latest and greatest advertising
medium.
1981-1990 Recap
• Materialism reaches new heights.
• Consumers seek products that align with
their values.
• TV is the latest and greatest advertising
medium.
• Infomercials capitalize on consumer self-
interest.
1981-1990 Recap
The onset of
Integrated
marketing
1991 - 2000
A growing volume of
products, market
competition and ads leads
advertisers to realize
something …
Photo: kalyan02 on Flickr
Advertising
alone is
not enough
to drive
sales.
Advertising isn’t the only
thing shaping a brand
image in the mind of the
consumer, either.
It’s shaped by messages
from many sources.
Advertising defined?
It’s all about
integrated marketing
Advertising defined?
It’s all about
integrated marketing
Advertising defined?
Agencies develop integrated marketing
communications to convey unified, customer-
centric messaging through events, sales, PR,
customer service, promotions, and advertising.
Cell phones begin to reach the
mass market.
Cell phones begin to reach the
mass market.
Functionality was limited to
voice input and output for, you
know, calling people.
A recession leads marketers to
focus on sales promotion instead
of advertising.
A recession leads marketers to
focus on sales promotion instead
of advertising.
Slashed ad budgets force many
agencies to merge or close their
doors.
The internet has 5 million users
around the world.
First incident of email spam:
Canter and Siegel law firm posts
an ad to several newsgroups to
promote its immigration law
practices.
One of the first ad-serving
technologies launches. It’s called
Search engines Alta Vista and
Yahoo! launch.
Ask.com joins the search engine
party.
Seth Godin introduces the
concept of “permission marketing.”
The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
There's too much going on in
our lives for us to enjoy being
interrupted anymore.
The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
There's too much going on in
our lives for us to enjoy being
interrupted anymore.
[Marketers] have to turn
attention into permission,
permission into learning, and
learning into trust.
This year, the average consumer
will see or hear
1 million marketing messages –
almost 3,000 per day.
This year, the average consumer
will see or hear
1 million marketing messages –
almost 3,000 per day.
Search engines Google and MSN
launch.
TiVo is
introduced, giving
people the power
to bypass
television ads.
The internet has a whopping
400 million users, making it the
fastest growing ad medium since
… ever.
Ads start to invade mobile. A
Finnish news outlet is the first to
offer sponsored news headlines
via SMS.
The stock market crashes and the
dot-com bubble bursts. Internet
advertising all of a sudden seems
unstable.
Photo: kiewic on Flickr
• Integrated marketing starts to replace
advertising.
1991-2000 Recap
• Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
1991-2000 Recap
• Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
1991-2000 Recap
• Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
• Visionary Seth Godin introduces permission
marketing – a concept that will come of age
in the following decade.
1991-2000 Recap
• Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
• Visionary Seth Godin introduces permission
marketing – a concept that will come of age
in the following decade.
• The bubble burst leaves advertisers skeptical
about the internet as an ad platform.
1991-2000 Recap
The digital age
2001 - 2010
Internet spam is everywhere.
Photo: Mulad on Flickr
Seriously, though.
Seriously, though.
are all
up in
Seriously, though.
are all
up in
The National Do Not Call
Registry is created because
consumers want marketers to
stop flippin’ calling all the time.
Photo: Tim G. Photography on Flickr
Social media sites start
to proliferate.
MySpace launches.
YouTube and Google Analytics
launch.
Facebook launches for college
students only.
Reddit launches.
Mobile ad platform
AdMob is incorporated
to bring banner ads to
mobile apps, browsers,
and games.
All of a
sudden, these
two MIT
marketing
dudes have a
bright idea.
Dharmesh Shah and
Brian Halligan are all like:
Marketing. Everyone’s doing
it wrong.
Dharmesh Shah and
Brian Halligan are all like:
Maybe it’s because online
marketing tools are too
complex and disconnected.
Dharmesh Shah and
Brian Halligan are all like:
Marketing shouldn’t have to
be so hard.
Dharmesh Shah and
Brian Halligan are all like:
Let’s make some all-in-one
marketing software to make
marketers’ lives easier.
Dharmesh Shah and
Brian Halligan are all like:
Let’s call it .
Nike partners with Apple to
launch Nike+iPod to enhance
the running experience with music.
Nike partners with Apple to
launch Nike+iPod to enhance
the running experience with music.
Apple releases the first
iPhone.
David Meerman
Scott publishes
The New Rules
of Marketing and
PR.
David Meerman
Scott publishes
The New Rules
of Marketing and
PR.
Twitter launches at SXSW in
Austin, Texas.
Facebook launches social ads.
YouTube launches video overlays.
P&G launches BeingGirl.com – a
full-fledged content hub for teen
girls.
P&G launches BeingGirl.com – a
full-fledged content hub for teen
girls.
The FTC institutes a series of
laws prohibiting untruthful
customer testimonials,
endorsements, and reviews.
Marketers are starting
to understand the
value of being findable,
accessible, and prolific
online.
Kevin Kelly, founder of Wired
Magazine, writes this:
When there are millions of books, millions
of songs, millions of films, millions of
applications, millions of everything
requesting our attention -- and most of it
free -- being found is valuable.
HubSpot’s Brian and
Dharmesh publish
Inbound Marketing: Get
Found Using Google,
Social Media, and Blogs.
Inbound marketing
in a nutshell:
Photo: steffenz on Flickr
Inbound marketing
in a nutshell:
Market with a magnet, not a
sledgehammer.
Photo: steffenz on Flickr
The philosophy: Earn consumer
interest and trust with findable
information consumers value.
This also happens:
Award-laden creative
exec Alex Bogusky quits
advertising for good so he
can “search for a more
genuine version” of
himself.
Award-laden creative
exec Alex Bogusky quits
advertising for good so he
can “search for a more
genuine version” of
himself.
There are over
1,700 TV channels and
14,700 radio stations.
Photo: Leo-setä on Flickr
In 2012, the social media
landscape looks like this:
• Widespread email spam and pop-up ads test
the patience of internet users worldwide.
2001-2010 Recap
• Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
2001-2010 Recap
• Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
2001-2010 Recap
• Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
• HubSpot co-founders introduce inbound
marketing.
2001-2010 Recap
• Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
• HubSpot co-founders introduce inbound
marketing.
• Creating and publishing online content
becomes an advantageous marketing
activity.
2001-2010 Recap
The constant
content span
2011 - 2013
Advertisers become
increasingly desperate to
reach consumers.
Media companies turn to
native advertising to reach
readers.
Media companies turn to
native advertising to reach
readers.
Short attention spans
and information overload
spur an influx of visual
content.
And storytelling is in
renaissance.
Pinterest is poppin’.
Instagram has 130 million users and
16 billion uploaded selfies photos,
and 1 billion likes happen each day.
Oreo wows
America when
they tweet this
timely ad during
the Super Bowl
power outage.
Rand Fishkin drops the “SEO” from
his successful software company
name, SEOmoz, to reflect a focus
on holistic inbound marketing.
.
Advertising defined?
It’s all about
storytelling
Advertising defined?
It’s all about
storytelling
Advertising defined?
Stories have always been important in advertising,
but storytelling gains a new level of significance
in the age of digital content creation. Consumers
have time for good stories.
• Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
2011-Present Recap
• Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
• All content – including advertising –
becomes less copy-heavy and more
dependent on visuals to convey messages
faster.
2011-Present Recap
• Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
• All content – including advertising –
becomes less copy-heavy and more
dependent on visuals to convey messages
faster.
• Advertisers and marketers are either
reaping or foregoing the benefits of real-
time interaction with online audiences.
2011-Present Recap
Whew!
So after centuries of
advertisers cramming ads
into every communication
channel …
… we find ourselves
drowning in commercial
messages everywhere we
spend our time.
Let’s try to comprehend
just how cluttered the
media landscape is.
This is a simplified
timeline of the
appearance of
advertising in major
communication
channels.
You see,
advertising
first pervaded all
things print.
Then found its way
into radio, TV,
mailers, and
the telephone.
And in the last
20 years, it’s
penetrated
almost every
digital channel. 22 years
Not only has the media
landscape grown by
type; each type has
grown exponentially in
volume.
In 2011, there were over
one TRILLION pages on
the internet.
Source: http://www.cnn.com/2011/TECH/web/09/12/web.index/index.html?_s=PM:TECH
In 2011, there were over
one TRILLION pages on
the internet.
1,000,000,000,000!
Source: http://www.cnn.com/2011/TECH/web/09/12/web.index/index.html?_s=PM:TECH
But there are only 2.4
billion global internet
users.
Source: http://www.internetworldstats.com/stats.htm
That means there are
417 web pages
for every 1 person.
That means there are
417 web pages
for every 1 person.
100 hours of video are
uploaded to YouTube
every minute.
Source: www.youtube.com/yt/press/statistics.html
400 tweets are sent
every day.
Source: http://youtu.be/Bl-FpuehWGA
According to Eric Schmidt,
former CEO of Google:
Every two days, we create as much
information as we did from the dawn
of civilization up until 2003.
Information
pollution
means
one
thing.
Consumers gain complete power
over their own attention.
Photo: ze_bear on Flickr
So
what
does
it all mean?Photo: Neil Crosby on Flickr
Creating
Marketing
people love
2014 - onward
With limited media channels,
advertising from the past could
be one-size-fits-all.
Consumers didn’t yet possess
pocket-sized portals to all the
world’s information.
Interruption.
False claims.
Over-promising.
Under-delivering.
Increased regulation.
Brand egocentrism.
Exploitation.
Lawsuits.
This
changed
everything.
VCRs.
Caller ID.
DVRs.
The Do Not Call list.
Spam software.
Broadband internet.
Smartphones.
Social media.
This
changed
everything.
Nowadays, even the best
advertising can’t put lipstick on
bad business.
Nowadays, brands don’t find
customers. Customers find
brands.
Companies have to create
brands people love.
Marketers have to create
marketing people love.
People love marketing that’s
more about their needs than the
brand’s needs.
People love marketing that’s
trustworthy.
People love marketing that
presents the right information at
the right time.
Creating great content isn’t
enough.
Creating great content isn’t
enough. Content needs context.
Brands have to create digital
experiences using dynamic
content informed by the digital
footprints consumers leave
behind.
Does your marketing
interruptwhat people want to consume?
If so …
Then, go create something people
Want to
consume.
THANK YOU.
Created by @shannopop
Want a free copy of this
presentation + a printable
advertising timeline?
http://hub.am/16F877d
What is ?
All-in-one inbound marketing software.
Get a Demo Video Overview

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