“ 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.

Copyman’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” 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
1907 1920
1929
1935
1939
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
1950’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 “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 hard-
sell 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.
1950
1951
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
1957 1959
60’s
“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
70’s
“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."
1976
1972
1971
1971
1970
1971
1971
1970
1970
1971
1975
1978
1979 Wonderbra
80’s
"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
90’s
“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
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’s
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
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
W
h
a
t

s

N
e
x
t

i
n

M
a
r
k
e
t
i
n
g

MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
W
h
a
t

s

N
e
x
t

i
n

M
a
r
k
e
t
i
n
g

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
H
E

M
E
D
I
A

160
ONLY 14% TRUST ADS
C
R
E
A
T
I
N
G

B
U
Z
Z

161
69 % INTERESTED IN AD
BLOCKING TECHNOLOGIES
C
R
E
A
T
I
N
G

B
U
Z
Z

162
LAW OF FEW
10% INFLUENCE PURCHASING
BEHAVIOR OF OTHER 90%
C
R
E
A
T
I
N
G

B
U
Z
Z

Marketing landscape
2001
2007
2005
2004
1999
2006
2005
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-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

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