History of advertising

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Published on March 7, 2014

Author: kentonnormanlarsen

Source: slideshare.net

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Mad Men and Women through the ages

History of Advertising

History 101

Four necessities 1. Mass-produced goods: via industrial revolution 2. Mass communication: typewriter, printing 3. Mass distribution: transportation, mail 4. Mass education: literacy, prosperity

Historical Roles of Advertising  The pre-industrial age (pre- 1800s) • “None of the above” • The grapevine (WOM) • First paper mill in Europe: 1275 • Reading and writing? Monks and scholars • News travels less than 50 miles

Gutenberg

Historical Roles of Advertising  The Industrializing Age (Mid 1700s Europe/1800s in U.S.) • Mass production (machines, not animals) • Mass consumption (costs less to buy than make) – the beginning of “the consumer” • Ads as information – sources of supply, etc. • Literacy, free mail delivery • Photography, typewriter, phonograph

Mathilde C. Weil

Historical Roles of Advertising  The Industrial Age (1900s to 1970s) • Production shifts to sales • Branding – Wrigley’s, Coke, JELL-O, Kellogg’s, Campbell’s • Consumer packaged goods • Advertising wars • Product differentiation

Albert Lasker

Claude Hopkins “Talk to people one at a time, not in the mass.”

Claude Hopkins

Raymond Rubicam – Y&R

Helen Lansdowne Resor

John Caples

Age of radio - 1922  Bob and Ray  Stan Freberg  Chuck Blore  Dick Orkin

Bernice Fitz-Gibbon

Rosser Reeves - USP

Age of TV – 1950s  Anything you say, people see/hear  Selling by saying your product is “better”  The beginning of clutter  “The wall” – perceptual screens  Nielsen, Gallup (market research)  Keeping up with the Jones’  The 30-second spot

Creative Revolution – 1960s  Bernbach  Ogilvy  Burnett

Bill Bernbach

Bill Bernbach

Bill Bernbach

Bill Bernbach

David Ogilvy

David Ogilvy

Leo Burnett

Mary Wells

Howard Gossage

Gossage parodies Ogilvy

Charlotte Beers

Marketing Revolution – 70s  Positioning era  Market segmentation

Historical Roles of Advertising  The Post-Industrial Age (Starting 1980) • CSR • Lifestyle ads • Big three TV networks • Demarketing • Global markets • Global agencies (WPP, DDB, FCB, etc.)

The New Ads – 80s  The “me” ads (“Because I’m worth it”)  Decreased ad budgets in favor of sales promotions  Simpler visual-based executions  MTV influence  Digital fx  Catchphrases (“Where’s the beef?”)  Celebrity

Lee Clow

Lee Clow

Rise of the Machines – 90s  IMC  More channels, new medium  Niche marketing and audience fragmentation  PoMo  Public Relations  Research/metrics  “Play it safe”  Massive ad “holding companies”

Linda Kaplan Thaler

Historical Roles of Advertising  The Global Interactive Age (last 20 years) • The slow death of print and broadcast • Two-way medium – dialogue • Branded platforms – destinations, not interruptions • Google – search advertising and marketing • YouTube, Facebook, Twitter, PVRs, Mobile • Value of information over value of “stuff”

The future  TV • Collapse of distribution networks • TV channels drive viewers to web platforms • Fragmentation across devices • Intelligent networks • Advertising goes digital and is delivered to individuals on a personalized basis • Branded platforms • Netflix versus HBO models

The future  Movies • Released simultaneously on all media and markets • Some are free, underwritten by ad deals • Experiential films • Branded merchandise brings in more revenue than box office

The future  Music • World’s library is available for free on any device • Business models rely on advertising, merchandising, and events • Subscription-based models dwindle and fade • Personalized streaming • Five-way competition for consumers: TV brands, radio broadcasters, music labels, social media, music hardware

The future Games • Dominate teenagers’ media time from other media • Free business models – with revenue from ads and virtual purchases - replace subscriptions • Games become a key entry point for music and product launches and attract more advertising and sponsorship • Casual gaming booms – driven by mobile and location-based • Immersive game controllers

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