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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

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1926

1929

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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.

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1954 - 1955

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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

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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

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1971

1970

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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

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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