"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" - Ogilvy
First advertising was found in Pompei (Mt. Vesuvius).
1905 : The University of Pennsylvania offered a course in 'The Marketing of Products'
1908 : Harvard Business School opens
1908 : North Western University opens it's School of Commerce which later became the Kellog School of Management, home of the very influential marketing professor Philip Kotler
Some automotive brands or majors like Harley Davidson had a brand identity as early as 1910, Fiat had their first logo since 1901, American major Ford did so in 1912. In that perspective the current logo of Ford is an astonishing 100 years old. A 100. The very first logo of Ford in fact dates back to as early as 1907. Renault had theirs in 1923 which was later re-done/ re-branded in 1927. Kodak the photography major of the yore had a brand identity as early as 1907.
Whilst Coco- Cola is the first widely known company to have advertised way back in 1886, whilst Pepsi - Cola was a late entrant in 1906, a whole 2 decades late on the scene. Ford did have newspaper placements as early as 1919 with copy reading "A Joan of an arc machine'. Most of the advertisement in print was illustration driven for the limitation of printing didn't allow the usage of photos until much later.
With First -World War in 1914, advertising for a want of more recruits or soldiers in their respective armies gave rise to a nationalistic advertisement with lines reading and with wars being highly capitalistic in nature,"If you've not already enlisted in the Great Army of U. S. Savers, Today is the Best Time to Begin" this was accompanied with a picture of 'Uncle Sam', Uncle Sam being the quintessential American. These ads were sponsored/ run by government agencies that advocated, advised people to invest in war savings, bonds like the 'Liberty Bond' and U.S Thrift Stamps.
Advertising saw a paradigm change with new 'Marketing Theories':
- Consumers viewpoint and Economic Analysis were introduced
- The concept of marketing was to be reformulated
Leo Burnett identified two Schools of Strategic thought in a 'printer's ink' article...
'Ultimate Question' - In the late 1950's a slim majority argued that advertising's role was to sell products directly, remarks that were similar in nature for the last 40 odd years.
With the invention of TV and it's being commercially available since the 1920's. July 1, 1941, first day the Federal Communication Commission allowed TV station to switch from experimental to commercial broadcasts.
NBC, New York affiliate WNBT becomes the first 22 FCC licenses to air sponsored programming. The very first time a bathroom break as such happened on TV.
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 single virtue to it's manufacturer what it can do is speed up the process of getting a good product well and favourably known"
it was until the 1950 that the TV was being used as a medium to mold public opinion.
"Television is the triumph of machine over people" - Fred Allen, Comedian, 1956
Question of Ethics - "What is the difference between unethical and an ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public" - Viljhalmur
Jack Trout and Al Ries in 1959 spoke about a new concept in communications called 'positioning'.
1960 was also known famously as the 'creative revolution'
In 1971 Research made it's way and as one wrote, research took away a certain amount of 'mystique' and it also gave more power to a client over the creative.
1980's were and was about all things cool. With MTV's line reading "You'll never look at the music same way again" leading the forefront of cool. MTV's We Want MTV with the Rockstars crooning the said line was a memorable campaign it it's own right.
In 1985, Edward De Bono's "Emotions are an essential part of our thinking and not something that mucks up our thinking" drives home the point that as long as we're humans, emotion in still the king.
ROI was another new facet of the advertising wherein a client needed a definite answer as to how much value he was to or will or would derive from an advertising campaign which was unheard of a few years back. Advertising was suddenly measured in terms of money and other parameters, like value.
Hal Riney then the creative director of BBDO said that it was very important that you be able to differentiate or if not, prepare to die. Using 'facts' to him did not always hold in good stead because someone or the other was doing the same.
Emergence of Relationship Marketing
Guerilla Marketing was introduced and those that were banned from advertising like liquor, cigarette ad another lease of life with this. Surrogate Marketing with likes of brands like Absolut have achieved a kvlt status in the recent past.
Consumerism was the way forward and it was quite a time for the folks in advertising, the man who knew retail chain merchandising like few did, Earl Puckett hit the nail on its head with his "It is our job to make woman unhappy with what they have"
90's was all about Just Do It, the Brand was definitely the king.
- Poster Style Advertising
- Reason - Only Advertising
'Ultimate Question' - In the late 1950's a slim majority argued that advertising's role was to sell products directly, remarks that were similar in nature for the last 40 odd years.
With the invention of TV and it's being commercially available since the 1920's. July 1, 1941, first day the Federal Communication Commission allowed TV station to switch from experimental to commercial broadcasts.
NBC, New York affiliate WNBT becomes the first 22 FCC licenses to air sponsored programming. The very first time a bathroom break as such happened on TV.
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 single virtue to it's manufacturer what it can do is speed up the process of getting a good product well and favourably known"
it was until the 1950 that the TV was being used as a medium to mold public opinion.
"Television is the triumph of machine over people" - Fred Allen, Comedian, 1956
Question of Ethics - "What is the difference between unethical and an ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public" - Viljhalmur
Jack Trout and Al Ries in 1959 spoke about a new concept in communications called 'positioning'.
1960 was also known famously as the 'creative revolution'
In 1971 Research made it's way and as one wrote, research took away a certain amount of 'mystique' and it also gave more power to a client over the creative.
1980's were and was about all things cool. With MTV's line reading "You'll never look at the music same way again" leading the forefront of cool. MTV's We Want MTV with the Rockstars crooning the said line was a memorable campaign it it's own right.
In 1985, Edward De Bono's "Emotions are an essential part of our thinking and not something that mucks up our thinking" drives home the point that as long as we're humans, emotion in still the king.
ROI was another new facet of the advertising wherein a client needed a definite answer as to how much value he was to or will or would derive from an advertising campaign which was unheard of a few years back. Advertising was suddenly measured in terms of money and other parameters, like value.
"I know that half of my advertising budget is wasted, but I'm not sure which half" - John Wanamaker's (quote says it all).
Hal Riney then the creative director of BBDO said that it was very important that you be able to differentiate or if not, prepare to die. Using 'facts' to him did not always hold in good stead because someone or the other was doing the same.
Emergence of Relationship Marketing
- CRM
- Customer Value
- Brand Loyalty
- Long Term Brand Investment
Guerilla Marketing was introduced and those that were banned from advertising like liquor, cigarette ad another lease of life with this. Surrogate Marketing with likes of brands like Absolut have achieved a kvlt status in the recent past.
Consumerism was the way forward and it was quite a time for the folks in advertising, the man who knew retail chain merchandising like few did, Earl Puckett hit the nail on its head with his "It is our job to make woman unhappy with what they have"
90's was all about Just Do It, the Brand was definitely the king.
2000's was the end of an era as far as advertising is considered. It brought down the curtains on the 'dialogue'. Time magazine's cover in 2000 simply read 'YOU' it was the age of digital, it was the age of user generated content, it was the age of likes, fans and tweets. It was now and want. It was tailor made like nothing of the past.
The future holds even more, with almost a reversal way of doing things being projected as the norm in advertising. Steve Jobs' "How does somebody know what they want if they haven't even seen it?" will hold true for future of advertisement too.
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