“ 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