A Brief History

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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

I a n d II
l d W a r
• Wor
“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

(Kodak)
1923 1927
1886
1880

1886

1904
 1905

1920 1907
 1935

1939

1929
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
 1947
1931
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.
 1951

1950
1951 1953
 1954

1954
1950
 1952
1951
1956 - 1957
1955 - 1956
 1955
1951
1954 1959
1954
1950
1958
1954
1955
1956
1954 - 1955
1957
1955 1951
1959 1957
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 -
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."
 1972

1976

1971

1971
1970
1971
1971
1970
1970
1971
1975
1978
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
1989
1984
1987
1987
1988
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
 1995
1998

1992
1993
1993
1994
1994
1993
1991
1991
1992
1993
1994
1989
1989
1991
1991
1991
1991
1992
1992
1992
1992
1994
1996
1996
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
What’s Next in Marketing

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER
 MODERN MARKETING

PRODUCT
What’s Next in Marketing

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER
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
 ONLY 14% TRUST ADS
CREATING BUZZ

154
 69 % INTERESTED IN AD
BLOCKING TECHNOLOGIES
CREATING BUZZ

155
 LAW OF FEW

10% INFLUENCE
PURCHASING BEHAVIOR OF
OTHER 90%
CREATING BUZZ

156
Marketing landscape
 2006
2001 2005

1999

2005
2007 2004
2008
 A C TI V E
PR O
B R A ND

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