history of advertising - mad men and women through the years
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History of Advertising
1. Mass-produced goods
2. Mass communication: typewriter, printing
3. Mass distribution: transportation, mail
4. Mass education: literacy, prosperity
Four necessities
The pre-industrial age• “None of the above”• The grapevine (WOM)• First paper mill in Europe:
1275• Reading and writing? Monks
and scholars • News travels less than 50
miles
Pre-1800s
Gutenberg – 1440s
The Industrializing Age • Mass production (machines, not animals)• Mass consumption (costs less to buy than make) –
the beginning of “the consumer”• Ads as information – sources of supply, etc.• Literacy, free mail delivery• Photography, typewriter, phonograph
1700s Europe/1800s U.S.
Mathilde C. Weil – 1880s-90s
Madam C.J. Walker – 1910s
The Industrial Age
• Production shifts to sales
• The first big brands – Wrigley’s, Coke, JELL-O, Kellogg’s, Campbell’s
• Consumer packaged goods
• Advertising wars
• Product differentiation
1900s
Albert Lasker – 1900s
Claude Hopkins – 1900s
“Talk to people one at a time, not in the mass.”
Claude Hopkins
Raymond Rubicam – Y&R – 1920s
Helen Lansdowne Resor - 1916
John Caples – 1920s
Bob and Ray (comedy/improv/fake-interview ads)
Stan Freberg (jazz/comedy ads)
Chuck Blore (spontaneous interviews with kids)
Richard Orkin (advertising theatre of the absurd/comedy – “the greatest voice actor of all time")
Age of radio – 1922 – 1940s
Bernice Fitz-Gibbon – 1920s to 50s
Rosser Reeves – USP – 1940s - 50s
“Radio with pictures!”All ads say the product is “better”The beginning of clutter and perceptual screensNielsen, Gallup (market research)Keeping up with the Jones’sThe 30-second spot
Age of TV – 1950s
Bill Bernbach – 1960s
Bill Bernbach – 60s
Bill Bernbach – 60s
Bill Bernbach – 60s
David Ogilvy – 1940s to 70s
David Ogilvy
Leo Burnett – 1960s
Mary Wells – 1960s
Howard Gossage – 60s
Gossage parodies Ogilvy
Tom Burrell – 1960s
Charlotte Beers – 1960s to 2000s
Positioning eraMarket segmentation
Marketing Revolution – 1970s
The Post-Industrial Age
• CSR
• Lifestyle ads
• Big three TV networks
• Demarketing
• Global agencies (WPP, DDB, FCB, etc.)
1980s
The “me” ads (“Because I’m worth it”)Decreased ad budgets in favor of sales promotionsSimpler visual-based executionsMTV influenceSpecial fxCatchphrases (“Where’s the beef?”)The power of celebrity
The New Ads – 80s
Lee Clow – 1980s to 2000s
IMC More channels, new media Niche marketing and audience fragmentation PoMo Public Relations Research/metrics “Play it safe” Massive ad “holding companies”
Rise of the Machines – 90s
Linda Kaplan Thaler – 1990s
Spike Lee - 90s - present
The Global Interactive Age • The slow death of print and broadcast• Two-way conversation• Branded content – destinations, not interruptions• Content marketing/ native advertising/ sponsored
content/ social in-stream advertising• Google – search advertising and marketing• Social media/PESO model
Last 20 years
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