“ 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.”
Gro r und zer z o er …
“Yo Y u o Ca u n H n av a e v Any An Color lo As L As o L ng o As ng I As tI tIs I B s lack”
1900 1900 – 19 1 40 940 • World War I and II • World War I and II
“Kill i er ll s er ver
s ver us Poets P ”
The reas e r on why n wh 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 r ” and “Po P et e s” Hard-sell advocates frequently criticized "poets" for desiring personal recognition for their creativity. Conversely, soft-sell advocates often criticized "kil ers" for their lack of creativity.
Copym p an’s tro r uble 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 wil nowadays attract attention."
A A period of od “e “ x e per x imen m t en al t ” al ” dis di c s o c v o er v y • 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 wil later become the Kel ogg School of Management, home to influential marketing professor Philip Kotler
1912 (Kodak) 1923 1927
1880 1886 1904
1905 1920 1907
1935 1939 1929
1950 195 ’ 0’ s “After World War II society had to settle back for a moment before it picked up the 20th century.” Stella Blum
Mark Mar e k ting e f ting or f the m the a m ss s e s s… s
Marke ark ti e n ti g “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
Ultim Ul at a e t question s co c ntin n ues… In the 1950s, a slim majority continued to argue that advertising's role was to sel products directly, with remarks similar to those of hard- sell advocates from forty years earlier.
“Te T lev le isio v n isio is n t is he t trirumph o ph f o fmachine ov o e v r people o .”
The T bir bi thda r y thda of y the ba the thr ba oom thr
oom break br . eak July 1, 1941, the first day the Federal Communications Commission al owed 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."
Hierar r ch ar y of ch 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
Questi s o ti n of “e f “ t e hics”
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
Firs Fir t s 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 70’ “I find your lack of faith disturbing.”
“The “ ba The tt ba le tt i le s sin t n he c he o c nsum ns er um s er smin m d” in
A n A ew ap e proa pr ch: P ch: o P sitioning 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 cal ed positioning.
Bran r d image? g Lee Clow, in 1971: "Why isn't the persona of the brand considered a real difference? Is it because it's too esoteric?"
Mys y tiqu s e? 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 80’ "You'll never look at music the same way again"
Th T e search ar fo f r “c “ oo c l”
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"
In I v n e v ntio n n of RO R I "I know that half of my advertising budget is wasted, but I'm not sure which half.“ John Wanamaker
Diffe Diff re r ntia n t tia e o t r 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'"
Emer m g er ence g of r f ela r tions ela hip tions m hip ar m k ar e k ting e • CRM • Customer value • Brand loyalty • Long term brand investment
Consumer rad r r ar • Introduction of “gueril a” marketing methods.
U.S. Army, 1981
Apple Computer, 1984
Lee Cooper 1987
90’s “Just do it!”
Need fo f r int in e t gra gr tion a
Bran r d is the king 1993 The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors.
In I t n e t gra gr t a e t d eff e o ff rts 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 equal y parts of the brand experience. "
Long liv l e c iv o e c nsumerism “It is our job to make women unhappy with what they have. ” B. Earl Puckett, 1992
The new bu e ne zz! • Introduction of “viral” marketing
1995 1998 1992
An A d the era o er f “d f “ ialogue”…
Who is i Genera r tio a n 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 M O ARKET A ING I PRODUCT PACKAGING DISTRIBUTION arketing CRM ext in M ADVERTISING hat’s N CONSUMER W
MODERN MARKETING RKET PRODUCT PACKAGING arketing DISTRIBUTION CRM ext in M ADVERTISING hat’s N W CONSUMER
perception 80% of CEO’s believe of believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
IA D E M 76% of consumers don’t believe that E H T companies tell the truth in advertisements M I A Yankelowich,2006 FUTURELAB
ONLY 14% TRUST ADS Z Z U B G IN T A E R 160 C
69 % INTERESTED IN AD BLOCKING TECHNOLOGIES Z Z U B G IN T A E R 161 C
LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% Z Z U B G IN T A E R 162 C
Marke k ting e landscap c e
2006 2001 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