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    Advertising History

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    Brands Vietnam
    The document provides a history of advertising from the late 19th century to the 2000s. It traces the evolution of advertising strategies from hard sell "killer" approaches to softer sell "poet" approaches. Key developments included the rise of brand positioning in the 1960s-70s and the growth of integrated marketing communications. The marketing landscape continued to change with the emergence of the Internet, social media, and emphasis on conversations and authenticity over traditional ads. Brands had to adapt to staying relevant for generations like Generation Y.

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    Advertising History

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    Brands Vietnam
    5K views185 pages
    The document provides a history of advertising from the late 19th century to the 2000s. It traces the evolution of advertising strategies from hard sell "killer" approaches to softer sell "poet" approaches. Key developments included the rise of brand positioning in the 1960s-70s and the growth of integrated marketing communications. The marketing landscape continued to change with the emergence of the Internet, social media, and emphasis on conversations and authenticity over traditional ads. Brands had to adapt to staying relevant for generations like Generation Y.

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    Advertising History - on Brands Vietnam (http://www.brandsvietnam.com)

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    The document provides a history of advertising from the late 19th century to the 2000s. It traces the evolution of advertising strategies from hard sell "killer" approaches to softer sell "poet" approaches. Key developments included the rise of brand positioning in the 1960s-70s and the growth of integrated marketing communications. The marketing landscape continued to change with the emergence of the Internet, social media, and emphasis on conversations and authenticity over traditional ads. Brands had to adapt to staying relevant for generations like Generation Y.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    5K views185 pages

    Advertising History

    Uploaded by

    Brands Vietnam
    The document provides a history of advertising from the late 19th century to the 2000s. It traces the evolution of advertising strategies from hard sell "killer" approaches to softer sell "poet" approaches. Key developments included the rise of brand positioning in the 1960s-70s and the growth of integrated marketing communications. The marketing landscape continued to change with the emergence of the Internet, social media, and emphasis on conversations and authenticity over traditional ads. Brands had to adapt to staying relevant for generations like Generation Y.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    of 185

    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.

    Ground zero

    You Can Have Any Color As Long As It Is Black

    1900 1940

    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.

    Copymans 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

    1886

    1880

    1886

    1904

    1905

    1920

    1907

    1935

    1939 1929

    1914

    1918

    1919

    1922

    1923

    1924

    1925

    1927

    1929

    1918

    1923

    1926

    1918

    1919

    1902

    1925

    1928

    1925

    1936

    1922

    1926

    1932

    1930

    1930

    1930

    1932

    1945

    1937

    1936

    1937

    1946

    1926

    1929

    1931

    1947

    1950s
    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.

    1951 1950

    1951

    1953

    1954

    1954

    1950

    1951

    1952

    1956 - 1957

    1955 - 1956

    1951

    1955

    1954

    1959

    1954

    1950

    1958

    1954

    1955

    1956

    1954 - 1955

    1957

    1955

    1951

    1959

    1957

    60s
    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

    1960 Mc Donalds

    1960 - 1961

    1962 - 1963

    1964 1965

    1966

    1967

    1968

    1962

    1968

    1960

    1961 - 1962

    1960 - 1961

    1961 - 1964

    1964 - 1969

    1960

    1961 - 1962

    1963

    1962 - 1965

    1965 - 1967

    1967 - WARNER

    1966

    70s
    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

    1970

    1971

    1971

    1970

    1970

    1971

    1975

    1978

    1979 Wonderbra

    80s
    "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.

    1989

    1982

    U.S. Army, 1981

    1989

    Apple Computer, 1984

    1984

    1987

    Nike 1983

    1987

    1988

    Lee Cooper 1987

    90s
    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

    1993

    1993

    1994

    1994

    1993

    1991

    1991

    1992

    1993

    1994

    1989

    1989

    1991

    1991

    1991

    1991

    1992

    1992

    1992

    1992

    1994

    1996

    1996

    Apple 1997

    2000s

    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

    PRODUCT

    Whats Next in Marketing

    PACKAGING DISTRIBUTION CRM ADVERTISING

    CONSUMER

    MODERN MARKETING

    PRODUCT

    Whats Next in Marketing

    PACKAGING DISTRIBUTION CRM ADVERTISING

    CONSUMER

    perception

    80% of CEOs 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 dont believe that companies tell the truth in advertisements
    Yankelowich,2006

    FUTURELAB

    ONLY

    14% TRUST ADS

    CREATING BUZZ

    160

    69 % INTERESTED IN AD
    BLOCKING TECHNOLOGIES

    CREATING BUZZ

    161

    LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%

    CREATING BUZZ

    162

    Marketing landscape

    2001

    2005

    2006

    1999

    2005

    2007

    2004

    Diesel 2008

    2008

    Cadburry 2008

    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 History and Culture) 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-marketingadvertising-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

    Tue Esener http://www.linkedin.com/in/tugceesener

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