Post on 25-Jan-2015
description
“ 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.”
Ground zero…Ground zero…
“You Can Have Any Color As Long As It Is Black”“You Can Have Any Color As Long As It Is Black”
1900 – 19401900 – 1940
• World War I and II• World War I and II
“Killers versus Poets”
“Killers versus Poets”
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.“
“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.
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."
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
1912
1923(Kodak)
1927
1886
1886
1880
1904
1905
19071920
1929
1935
1939
19141918
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
19311947
1950’s1950’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 for the masses…
Marketing “theories”Marketing “theories”
• More of the consumer viewpoint and of economic analysis were introduced.
• The concept of marketing was being reformulated.
Rise of MadManRise of MadMan
Leo Burnett, identified two schools of strategic thought in a Printers' Ink article:
1-Poster-style advertising2-Reason-why advertising
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.
“Television is the triumph of machine over people.” “Television is the triumph of machine over people.”
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.
The birth of USP 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 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.
1950
1951
1951 1953
1954
1954
1950
19511952
1956 - 1957
1955 - 1956
19511955
1954 1959
1954
19501958
1954
1955
1956
1954 - 1955
1957
1955 1951
19571959
60’s60’s
“Don't trust anybody over thirty!” Jack Weinberg
Question of “ethics”Question of “ethics”
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
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.
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
70’s70’s
“I find your lack of faith disturbing.”
“The battle is in the consumers mind”“The battle is in the consumers mind”
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.
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?"
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."
1976
1972
1971
1971
1970
1971
1971
1970
1970
1971
1975
1978
1979 Wonderbra
80’s80’s
"You'll never look at music the same way again"
The search for “cool”The search for “cool”
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"
Invention of ROIInvention of ROI
"I know that half of my advertising budget is wasted, but I'm not sure which half.“
John Wanamaker
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'"
Emergence of relationship marketingEmergence of relationship marketing
• CRM• Customer value• Brand loyalty• Long term brand investment
Consumer radar 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
90’s 90’s
“Just do it!”
Need for integrationNeed for integration
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.
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. "
Long live consumerismLong live consumerism
“It is our job to make women unhappy with what they have. ” B. Earl Puckett, 1992
The new buzz!The new buzz!
• Introduction of “viral” marketing
1998
1992
1995
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
2000’s2000’s
And the era of “dialogue”…And the era of “dialogue”…
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.
OLD MARKETINGOLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMERWha
t’s N
ext
in M
arke
ting
MODERN MARKETINGMODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
Wha
t’s N
ext
in M
arke
ting
perception
80% of CEO’s believe of believe their brand provides a superior customer experience
8 % of their customers agree
(Bain & Company)
FUTURELAB
76% of consumers don’t believe that companies tell the truth in advertisements
Yankelowich,2006
FUTURELAB
I A
M T
HE
ME
DIA
160
ONLY 14% TRUST ADS
CR
EA
TIN
G BUZZ
161
69 % INTERESTED IN ADBLOCKING TECHNOLOGIES
CR
EA
TIN
G BUZZ
162
LAW OF FEW
10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%
CR
EA
TIN
G BUZZ
Marketing landscapeMarketing landscape
2001
20072005
2004
1999
20062005
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 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 Ser
ies 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
ReferencesReferencesWebsites• 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