History of advertising.. Thennow..and the future..

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 battle between logic & creativity

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.

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

Creativity Poets

1880

1886

1904

1905

1920

1907

1935

1939 1929

Informative Ads.. Killers

1914

1918

1919

1922

1923

1926

1918

1919

1925

1928

1937

1936

1937

1946

1926

1929

1950s

After

World War II

society

had to settle back for a moment before it picked up the 20th century.

Marketing for the masses

Marketing theories develop

More of the consumer viewpoint and of economic analysis were introduced. The concept of marketing was being reformulated.

Television is the triumph of machine over people.

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.

1951 1950

1951

1953

1954

1954

1950

1951

1952

1956 - 1957

1951

1955

1954

1959

1956

60s
Youthful look in advertising..

1960

1960

1961 - 1962

1960 - 1961

1961 - 1964

1964 - 1969

1960

1961 - 1962

1962 - 1965

1965 - 1967

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.

Concept of the Brand image matured..

1972

1976

1971

1971

1970

1970

1975

1978

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"

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

1989

1982

1989

1984

1987

90s

Just do it!

Brand is the king

1993 The Brand Asset Valuator of advertising agency Young & Rubicam measures Brand Value by applying four broad factors.

Long live consumerism

It is our job to make people unhappy with what they have. B. Earl Puckett, 1992

The new buzz!

Introduction of viral marketing

1995 1998

1992

1993

1993

1993

1994

Evolution of the

BRAND

Shock value by United Colors of Benetton

1989

1991

1991

1992

1994

1996

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

97

69 % INTERESTED IN AD
BLOCKING TECHNOLOGIES

CREATING BUZZ

98

LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%

CREATING BUZZ

99

Marketing landscape

2001

2005

2006

1999

2005

2007

2004

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