View
217
Download
0
Category
Preview:
Citation preview
7/31/2019 Evolution of Advertisng
1/60
Evolution of Advertising
7/31/2019 Evolution of Advertisng
2/60
7/31/2019 Evolution of Advertisng
3/60
The Evolution of Advertising as Economic Tool
Pre-industrial Age: Important developments enabled eventual birth ofmodern advertising.
Invention of printing press.
The modern history of advertising begins with Coco-cola.
1886: John S Pemberton served coco-cola. Delicious and Refreshing
The Industrializing Age (mid 1700s 1800s)
The Industrial Age (1900-1970): Market Segmentation and Positioningstrategy
Postindustrial Age: (1970s till date)
7/31/2019 Evolution of Advertisng
4/60
First advertisement were vocal
Street cries by peddlers hawking their wares.
Greeks advertised by shouting announcements
of sale of cattle & slaves.
7/31/2019 Evolution of Advertisng
5/60
7/31/2019 Evolution of Advertisng
6/60
Historical Landmarks
7/31/2019 Evolution of Advertisng
7/60
Autolycus sings: "Come, buy of me; come buy,
come buy, buy, lads, or else your lasses cry."
7/31/2019 Evolution of Advertisng
8/60
First advertisement in a newspaper
7/31/2019 Evolution of Advertisng
9/60
7/31/2019 Evolution of Advertisng
10/60
The London Gazette, 1666
The London Gazette announced that it was going to printadvertisements. Newspaper ads became the rage.
By 1682, shopping guides were being published which
consisted entirely of ads.
In the 1700s, England was glutted with pasted-up noticesand posters.
London became jammed with large advertising signsannouncing merchants' places of business.
7/31/2019 Evolution of Advertisng
11/60
Charles II
The signs became so numerous that Charles II proclaimed,
"No signs shall be hung across the streets
7/31/2019 Evolution of Advertisng
12/60
In 1729 Benjamin Franklin published thePennsylvania Gazette in Philadelphia, which
includes pages of "new advertisements."
7/31/2019 Evolution of Advertisng
13/60
1800s
Brand names took over the commercial arena. In 1871 there were 121 brands By 1875 there were 1138 brands
By 1926 there were 69,000 brands
Advertising became increasingly competitive.
In 1882, an electric sign was constructed anddisplayed by W. J. Hammer in London. Thepractice spread wildly.
7/31/2019 Evolution of Advertisng
14/60
First Product Endorsement
________
http://www.historypages.net/PPears.html
http://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.htmlhttp://www.historypages.net/PPears.html7/31/2019 Evolution of Advertisng
15/60
7/31/2019 Evolution of Advertisng
16/60
7/31/2019 Evolution of Advertisng
17/60
7/31/2019 Evolution of Advertisng
18/60
Volney Palmer opens first advertising agency inPhiladelphia. At first the agencies were just brokersfor ad space in newspapers
Ever since marketing professionals have beenarguing, debating, and searching for the answer tothe question.
What makes a goodadvertisement?
7/31/2019 Evolution of Advertisng
19/60
New York agency Carlton & Smith beginsbuying the right to place advertising inreligious magazines.
7/31/2019 Evolution of Advertisng
20/60
With $250, Francis Wayland Ayer opens N.W.Ayer & Son in Philadelphia and implements thefirst commission system based on "open contracts.
His clients include John Wanamaker DepartmentStores, Singer Sewing Machines and Pond's BeautyCream.
7/31/2019 Evolution of Advertisng
21/60
Most inadvertising by N.W. Ayer
7/31/2019 Evolution of Advertisng
22/60
7/31/2019 Evolution of Advertisng
23/60
Department store founder John Wanamakeris the first retailer to hire a full-timeadvertising copywriter, John E. Powers.
7/31/2019 Evolution of Advertisng
24/60
Procter & Gamble Co. begins advertising Ivory soapwith an unprecedented budget of $11,000.
7/31/2019 Evolution of Advertisng
25/60
1900
Ad agencies/ ad agents proliferated in 1890s.
1900, there were 25 agencies in New York.
7/31/2019 Evolution of Advertisng
26/60
Beginning of the
persuasive,hard-sell era.
7/31/2019 Evolution of Advertisng
27/60
"We are making 40,000 cylinders, 10,000 engines,40,000 wheels, 20,000 axles, 10,000 bodies, 10,000of every part that goes into the car--think of it! For
this car we buy exactly 40,000 spark plugs, 10,000spark coils, 40,000 tires, all exactly alike."
7/31/2019 Evolution of Advertisng
28/60
National Geographic (1913)
7/31/2019 Evolution of Advertisng
29/60
7/31/2019 Evolution of Advertisng
30/60
7/31/2019 Evolution of Advertisng
31/60
1930 & 40s
7/31/2019 Evolution of Advertisng
32/60
1950s
Overproduction
Rise of middle class,
Effort was launched to mass-analyze theAmerican public
Hundreds of social scientists moved into thead business.
By 1955, McCann-Erickson had 5psychologists on its staff.
7/31/2019 Evolution of Advertisng
33/60
1950s
7/31/2019 Evolution of Advertisng
34/60
1960s and 1970s
7/31/2019 Evolution of Advertisng
35/60
The 1960's advertising transformed into a modernwith scientific approach.
Creativity was allowed to shine, producingunexpected messages that made advertisementsinteresting to read.
The Volkswagen ad campaign featuring suchheadlines as "Think Small" and "Lemon" ushered inthe era of modern advertising.
7/31/2019 Evolution of Advertisng
36/60
7/31/2019 Evolution of Advertisng
37/60
7/31/2019 Evolution of Advertisng
38/60
Leo Bogart in 1967
"4.2 billion advertising messages pour forth from 1,754 dailynewspapers, millions of others from 8,151 weeklies, and 1.4billion more each day from 4,147 magazines and periodicals.
There are 3,895 AM and 1,336 FM stations broadcasting anaverage of 730,000 commercials a day, and 770 televisionstations broadcast 100,000 commercials a day.
Every day millions of people are confronted with 330,000outdoor billboards, with 2,500,000 car cards and posters inbuses, subways and commuter trains, with 51,300,000 directmail pieces and leaflets, and with billions of display andpromotion items."
7/31/2019 Evolution of Advertisng
39/60
1970s
The 1970s saw the emergence of the multinationaladvertising agency/holding company, with offices
and affiliates all over the world.
7/31/2019 Evolution of Advertisng
40/60
Today, advertising is evolving even further, with "guerrilla"promotions that involve unusual approaches such as stagedencounters in public places, giveaways of products such as
cars that are covered with brand messages, and interactiveadvertising where the viewer can respond to become part ofthe advertising message.
Top 7 Corporate Brands
7/31/2019 Evolution of Advertisng
41/60
Top 7 Corporate Brands
Source: Forbes.com, February 08, 2005)
(www.forbes.com/forbes/2004/0419.html
Proctor and Gamble
Corporate Brand value: $ 107.4 billions
Behind the brand: Pampers, Crest, Tide andother products that are used billion times daily
http://www.forbes.com/forbes/2004/0419.htmlhttp://www.forbes.com/forbes/2004/0419.html7/31/2019 Evolution of Advertisng
42/60
Microsoft
Corporate Brand value: $ 103.4 billions
Behind the brand: World largest softwareproducer with Windows, MSNBC cablechannel and Xbox video game
7/31/2019 Evolution of Advertisng
43/60
Merck
Corporate Brand value: $ 91.3 billions
Behind the brand: World largestpharmaceutical company, Zocor(cholesterol-lowering drug)
7/31/2019 Evolution of Advertisng
44/60
Intel
Corporate Brand value: $ 80.2 billions
Behind the brand: One of the largestproducer of microprocessor
Eli Lill
7/31/2019 Evolution of Advertisng
45/60
Eli Lilly
Corporate Brand value: $ 76. 4 billions
Behind the brand: Pharmaceuticalcompany, Zyprexa, a schizophrenia
IBM
7/31/2019 Evolution of Advertisng
46/60
IBM
Corporate Brand value: $ 71. 0 billions
Behind the brand: Hardware and software.
Ci S
7/31/2019 Evolution of Advertisng
47/60
Cisco Systems
Corporate Brand value: $ 69.0 billions
Behind the brand: 81% of the worldwiderouter market
7/31/2019 Evolution of Advertisng
48/60
Top Advertisers
Procter & Gamble General Foods Bristol-Myers American Home Products
General Motors Colgate-Palmolive Lever Brothers Sterling Drug Sears, Roebuck Ford Motor
For company profile. http://www.mind-advertising.com/. Also visit agency's websites
http://www.mind-advertising.com/http://www.mind-advertising.com/http://www.mind-advertising.com/http://www.mind-advertising.com/http://www.mind-advertising.com/http://www.mind-advertising.com/7/31/2019 Evolution of Advertisng
49/60
Top Advertising Agencies
J. Walter Thompson (U.S.) Dentsu Advertising (Japan) Young and Rubicam International (U.S.) McCann-Erickson (U.S.) Leo Burnett Co. (U.S.)
Ted Bates (U.S.) Batten, Barton, Durstine and Osborn (U.S.) Ogilvy and Mather International (U.S.) Grey Advertising (U.S.) Doyle, Dane, BernBach (U.S.)
For company profiles and account assignments:http://www.mind-advertising.com/. Also visit companyswebsite
http://www.mind-advertising.com/http://www.mind-advertising.com/http://www.mind-advertising.com/http://www.mind-advertising.com/http://www.mind-advertising.com/7/31/2019 Evolution of Advertisng
50/60
7/31/2019 Evolution of Advertisng
51/60
First time in print ad in Hickey's Bengal Gazette, India'sfirst newspaper (weekly).
Horlicks becomes the first 'malted milk' to be patented on
5th June 1883 (No. 278967).
7/31/2019 Evolution of Advertisng
52/60
1905: B Dattaram & Co is the oldest existing Indian agency 1912: ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake 1920: Alliance Advertising, Tata Publicity, Ogilvy & Mather and Clarion J Walter Thompson (JWT) opened to service General Motors business 1934: Venkatrao Sista opens Sista Advertising and Publicity Services as
first full service Indian agency 1936: Indian Broadcasting Company becomes All India Radio (AIR) 1939: Lever's advertising department launches Dalda - the first major
example of a brand and a marketing campaign specifically developed forIndia
7/31/2019 Evolution of Advertisng
53/60
1941: Lux signs Leela Chitnis as the first Indian film actor toendorse the product
1941: JWT, coins the Balanced Nourishment concept tomake Horlicks more relevant to India
1943: Advertising & Sales Promotion Co (ASP), Calcuttaestablished
1946: Everest Advertising Pr. Ltd, Bombay established
7/31/2019 Evolution of Advertisng
54/60
1950: Radio Ceylon & Radio Goa become the media option
1951: Vicks VapoRub: a rub for colds, causes ripples withits entry in the balm market
1954: Advertising Club, Mumbai set up
1957: Vividh Bharati kicks off
7/31/2019 Evolution of Advertisng
55/60
1962: India's television's first soap opera - TeesraRastaenthralls viewers
1963: Wills Filter Tipped cigarettes launched andpositioned as filter andtobacco match
1967: First commercial appears on Vividh Bharati
1968: India wins the bid for the Asian Advertising
Congress
7/31/2019 Evolution of Advertisng
56/60
1970: NRS data on consumers' reading habits 1970: Commercial programming on All India Radio
1973: RK Swamy /BBDO established
1974: Arun Nanda & Ajit Balakrishnan set up Rediffusion
1975: Ravi Gupta sets up Trikaya Grey 1976: Commercial Television initiated
1978: First television commercial seen
7/31/2019 Evolution of Advertisng
57/60
1980: Mudra Communications Ltd set up 1982: The biggest milestone in television was the Asiad '82 when
television turned to colour transmission 1982: Bombay Dyeing becomes the first colour TV ad 1983: Maggi Noodles launched to become an overnight success
1983: Manohar Shyam Joshi's Hum Logmakes commercial televisioncome alive 1984: Hum Log, Doordarshan's first soap opera in the colour era is born
and viewers still remember the sponsor (ViCCO) ofYeh Jo Hai Zindagi! 1985-86: 915 new brands of products and services appearing on the
Indian market
1986: Mudra Communications creates India's first folk-history TV serialBuniyaad. Shown on DD, it becomes the first of the mega soaps. Pricequality positioning of Nirma detergent cakes boost sales
1989: Advertising & Marketing (A&M) magazine launched
7/31/2019 Evolution of Advertisng
58/60
1990: Agencies open new media shops; go virtual with websites andInternet advertising
1990: Brand Equity (magazine) of The Economic Times is born
1991: First India-targeted satellite channel, Zee TV starts broadcast
1992: Spectrum, publisher of A&M, constitutes its own award known as
'A&M Awards' 1993: MICA (Mudra Institute of Communications Ahmedabad), is born
1999: B2B site www.agencyfaqs.com launched on September 28, 1999
http://www.agencyfaqs.com/http://www.agencyfaqs.com/interactive/afaqs_abc/index.htmlhttp://www.agencyfaqs.com/7/31/2019 Evolution of Advertisng
59/60
2000: Mudra launches www.magindia.com
2000: Game shows like Kaun Banega Crorepatibecome a rage 2000: Kyunki Saas Bhi Kabhi Bahu Thi -return of family soap
2001: Trikaya Grey becomes Grey Worldwide
2001: Bharti's Rs 2.75-crore corporate TV commercial, where a babygirl is born in a football stadium, becomes the most expensive campaign
of the year
http://www.magindia.com/http://www.magindia.com/7/31/2019 Evolution of Advertisng
60/60
Sources
http://www.magindia.com/history/intro.htmlhttp://www.magindia.com/history/intro.htmlhttp://www.magindia.com/history/intro.htmlhttp://www.magindia.com/history/intro.htmlhttp://www.magindia.com/history/intro.htmlhttp://www.magindia.com/history/intro.htmlhttp://www.magindia.com/history/intro.htmlhttp://www.magindia.com/history/intro.htmlhttp://www.magindia.com/history/intro.htmlhttp://adage.com/century/campaigns.htmlhttp://adage.com/century/campaigns.htmlhttp://adage.com/century/campaigns.htmlhttp://adage.com/century/campaigns.htmlhttp://adage.com/century/campaigns.htmlhttp://adage.com/century/campaigns.htmlhttp://adage.com/century/campaigns.htmlhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://www.trivia-library.com/history-of-advertising/index.htmhttp://adage.com/century/timeline/timeline1.htmlhttp://adage.com/century/timeline/timeline1.htmlhttp://adage.com/century/timeline/timeline1.htmlhttp://adage.com/century/timeline/timeline1.htmlhttp://adage.com/century/timeline/timeline1.htmlhttp://adage.com/century/timeline/timeline1.htmlhttp://adage.com/century/timeline/timeline1.htmlhttp://adage.com/century/timeline/timeline1.htmlRecommended