Published on February 23, 2014
“ which you Never write an wouldn't want advertisement your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. ”
“You Can Have Any Color As Long As It Is Black”
1900 – 1940 and II I ld War • Wor
“Killers versus Poets”
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.“
“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.
Copyman’s trouble 1908, observations in Printers Ink: "The modern 'copy man' has to say things in a way that they have not been said beforebecause that is the only kind of talk that will nowadays attract attention."
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
1912 (Kodak) 1923 1927
1880 1886 1904
1905 1920 1907
1935 1939 1929
1950’s “After World War II society had to settle back for a moment before it picked up the 20th century.” Stella Blum
Marketing for the masses…
Marketing “theories” • More of the consumer viewpoint and of economic analysis were introduced. • The concept of marketing was being reformulated.
Rise of MadMan Leo Burnett, identified two schools of strategic thought in a Printers' Ink article: 1-Poster-style advertising 2-Reason-why advertising
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 hardsell advocates from forty years earlier.
“Television is the triumph of machine over people.”
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.
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."
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.
1956 - 1957
1955 - 1956
1954 - 1955
60’s “Don't trust anybody over thirty!” Jack Weinberg
Question of “ethics”
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, 1964
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.
1960 Mc Donalds
1960 - 1961
1962 - 1963
1964 – 1965
1961 - 1962
1960 - 1961
1961 - 1964
1964 - 1969
1961 - 1962
1962 - 1965
1965 - 1967
1967 - WARNER
70’s “I find your lack of faith disturbing.”
“The battle is in the consumers mind”
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.
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?"
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."
1972 1976 1971 1971
80’s "You'll never look at music the same way again"
The search for “cool”
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"
Invention of ROI "I know that half of my advertising budget is wasted, but I'm not sure which half.“ John Wanamaker
Differentiate 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'"
Emergence of relationship marketing • • • • CRM Customer value Brand loyalty Long term brand investment
Consumer radar • Introduction of “guerilla” marketing methods.
U.S. Army, 1981
Apple Computer, 1984
Lee Cooper 1987
90’s “Just do it!”
Need for integration
Brand is the king 1993 The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors.
Integrated 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. "
Long live consumerism “It is our job to make women unhappy with what they have. ” B. Earl Puckett, 1992
The new buzz! • Introduction of “viral” marketing
1995 1998 1992
And the era of “dialogue”…
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.
OLD MARKETING What’s Next in Marketing PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
MODERN MARKETING What’s Next in Marketing PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
perception 80% of CEO’s believe of believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
I AM THE MEDIA 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURELAB
CREATING BUZZ ONLY 14% TRUST ADS 160
69 % INTERESTED IN AD CREATING BUZZ BLOCKING TECHNOLOGIES 161
LAW OF FEW CREATING BUZZ 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% 162
2001 2006 2005 1999 2005 2007 2004
Dove Real Beauty 2008
“I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...” Philip Dusenberry
References 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
References 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
Thank you Tuğçe Esener http://www.linkedin.com/in/tugceesener
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