the evolution of the advertising industry
DESCRIPTION
This presentation was used for a 2nd year Marketing module to discuss the history of advertising.TRANSCRIPT
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The evolution of the
advertising industry.
By @heleenmills
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There was a time when this was a tablet.
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And not this.
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There was a time when brands did not
really exist…
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…and there wasn’t nearly as devoted brand supporters, like this one.
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It is easy to forget some of the things …
So much has changed in the world of advertising the past couple of decades…
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Like, that life existed
before the Internet.
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Like that there is a reason why one is more
prone to survive a plane crash than to click on a “banner ad”
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PRE INDUSTRIAL ERA
1275 - 1800
Yes, it’s a long time, but not much happened!
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The Chinese discovers what they call paper.
They use it for: • wrapping paper & • as a clad for mirrors.
1 0 5 A D
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1 4 0 0 ’s Johannes Guttenburg discovers the Printing Press.
Hello mass media!
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First newspaper advertisement appears. It was a reward offered for 12 stolen horses.
1650
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This is what newspaper ads looked like.
1 7 0 0 ’s …
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INDUSTRIAL ERA
1800 - 1875
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The industrial revolution began in America.
1800-ish
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Animals
machines...
were replaced by
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…and the same goods were being manufactured in greater quantities.
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More products need advertisements.
More people need advertisements.
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1841 Advertising became a career. Volney B. Palmer opens the 1st agency.
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1867
Billboards & Transit adverts became popular as transport developed.
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“BRANDING” ERA
1900 - 1918
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Mass production of generic goods satisfies consumers’ basic needs.
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Producers start to focus on packaging and branding to differetiate.
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P.T. BARNUM
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Advertising became a field of study at Northwestern University.
1900 “There’s a science to this stuff!”
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1 9 0 2
Unilever appoints an agency to advertise LifeBuoy Soap.
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1 9 1 1
Procter&Gamble pays for the 1ste product launch
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Sexual appeal was used for the 1st time.
1911
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1 9 1 3
Camel advertises packaged cigarttes for the 1st time.
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“CONSUMERISM”
1920 - 1929
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1 9 2 0
America’s 1st radion station, KDKA, is established.
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1 9 2 0
America’s advertising industry is worth nearly $3billion.
In 2011 it was $497 billion. Almost 165 the size!
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Consumers start to finance cars, houses, and other appliences.
1 9 2 0 - i s h
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DEPRESSION ERA
1929 - 1941
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Stock market crashed and lead to the Great Depression. Advertising budgets decreased dramatically.
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Newspaper circulations decline due to lower adversiting profits.
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Radio gains popularity as an entertainment medium.
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The 1st day time soap opera created in Chicago.
1930
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Colgate Palmolive started sponsoring the program in order to reach house wives.
1930
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All the radio stories were sponsored by soap producers.
1 9 3 0
Soapies?
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55% of American households had radios.
1933
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1st Radio broadcast in South Africa.
1936
Springbok Radio
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Radio advertising profits surpass magazine advertising profits.
1938
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WW2 & Fifties
1941 - 1960
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Perspect ive : popular musicians from this era
Elvis Presley Jerry Lee Lewis: Great balls of Fire Chuck Berry: Johnny B. Goode
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1 9 4 1
America’s 1st television broadcast.
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1944
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1946
Post-WW2 America was busy making lots of these.
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TV advertising profits surpass that of magazine and radio advertising.
1954
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1958
Subliminal advertising was banned.
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PEACE & LOVE &CREATIVE
1960 - 1972
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Perspect ive : popular musicians from this era Rolling Stones: (I Can’t Get No) Satisfaction
Beatles: Hey Jude
Bob Dylan: Like a Rolling Stone
Jimi Hendrix: Purple Haze
Simon & Garfunkel: Sounds of Silence
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Flower-Power, Anti-Establishment, all in the name of love.
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THE SEVENTIES
1973 - 1980
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Perspect ive : popular musicians from this era Led Zeppelin – Stairway to Heaven
Pink Floyd – Wish you were here
Queen
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Telemarketing began
1 9 7 0 s
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Hedonism
1 9 7 0 ’s
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DESIGNERS ERA
1980 - 1992
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Perspect ive : popular musicians from this era Michael Jackson – Billie Jean
The Police – Every Breath you Take
Madonna – Like a Virgin
U2. Guns N’ Roses. Bon Jovi.
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MTV.
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People start spending lots of money on appearances.
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1 9 9 0 Cellphones start reaching the mass market in 1st world countries
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THE E-REVOLUTION
1993 - 2000
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Nirvana: Smells like teen spirit REM: Losing my Religion Radiohead: Creep Eminem: Slim Shady Cranberries: Dreams
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Advertising is not enough. Integrated marketing communication (IMC).
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1993 The Internet has 5 million users world wide
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1994 One of the 1st computer generated adverts
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1998
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2000 Cellphone adverts start via sms
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2000-ish
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BRANDED ENTERTAINMENT
2000 - now
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Sosiale Media. Spam.
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“branded entertainment”.
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Trillion websites (1,000,000,000,000) ‘only’ 2.4 billion users
2 0 1 1
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417 websites for every 1 Internet user
2 0 1 1
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Information pollution.
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Consumers take control.
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Create marketing that consumers will
like.