David Ogilvy A History Of Advertising

“ 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.”
“ 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.”

“You Can Have Any Color As Long As It Is Black”“You Can Have Any Color As Long As It Is Black”

1900 – 19401900 – 1940
• World War I and II
• World War I and II

“Killers versus Poets”“Killers versus Poets”

The reason whyThe 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”“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 troubleCopyman’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” discoveryA 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

1950’s1950’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 for the masses…

Marketing “theories”Marketing “theories”
• More of the consumer viewpoint and of
economic analysis were introduced.
• The concept of marketing was being
reformulated.

Rise of MadManRise 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…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.”“Television is the triumph of machine over people.”

The birthday of the bathroom break.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 USPThe 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 needsHierarchy 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.

60’s60’s
“Don't trust anybody
over thirty!”
Jack Weinberg

Question of “ethics”Question of “ethics”

Rise of cynicismRise 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 trialFirst 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.

70’s70’s
“I find your lack of
faith disturbing.”

“The battle is in the consumers mind”“The battle is in the consumers mind”

A new approach: PositioningA 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?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?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."

80’s80’s
"You'll never look at music the
same way again"

The search for “cool”The search for “cool”

Emotion is the king!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 ROIInvention of ROI
"I know that half of my advertising budget is
wasted, but I'm not sure which half.“
John
Wanamaker

Differentiate or dieDifferentiate 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 marketingEmergence of relationship marketing
• CRM
• Customer value
• Brand loyalty
• Long term brand investment

Consumer radarConsumer radar
• Introduction of “guerilla” marketing methods.

90’s90’s
“Just do it!”

Need for integrationNeed for integration

Brand is the kingBrand is the king
1993 The Brand Asset Valuator of advertising
agency Young & Rubicam measures Brand Value
by applying four broad factors.

Integrated effortsIntegrated 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 consumerismLong live consumerism
“It is our job to make women unhappy with
what they have. ”
B. Earl Puckett, 1992

The new buzz!The new buzz!
• Introduction of “viral” marketing

And the era of “dialogue”…And the era of “dialogue”…

Who is Generation Y?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 MARKETINGOLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
What’sNextinMarketing

MODERN MARKETINGMODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
What’sNextinMarketing

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
IAMTHEMEDIA

160
ONLY 14%TRUST ADS
CREATINGBUZZ

161
69 %INTERESTED IN AD
BLOCKING TECHNOLOGIES
CREATINGBUZZ

162
LAW OF FEW
10% INFLUENCE PURCHASING
BEHAVIOR OF OTHER 90%
CREATINGBUZZ

Marketing landscapeMarketing landscape

2001
2007
2005
2004
1999
2006
2005

“I have always believed that writing advertisements is
the second most profitable form of writing. The first,
of course, is ransom notes...”
Philip Dusenberry

ReferencesReferences
Articles:
• Title: Hard-Sell "Killers" and Soft-Sell "Poets": Modern Advertising's Enduring Message Strategy Debate
Date: 10/1/2004; Publication: Journalism History; Author: Beard, Fred K
• Title: The biggest moments in the last 75 years of advertising history.
Date: 3/28/2005; Publication: Advertising Age;
• Title: Ad Ages 50 years of image-making; evolving from the rational pitch to glossy lifestyle campaigns,
men's fashion advertising over the past half-century is a window on culture and society.
Date: 4/24/2006; Publication: Daily News Record; Author: Lipke, David
Books:
• The Hidden Persuaders by Vance Packard and Mark Crispin Miller
• American Social Classes in the 1950s: Selections from Vance Packard's The Status Seekers (The Bedford Series in Hi
by Vance Packard and Daniel Horowitz
• The Origin of Brands by Al/ Ries, Laura Ries
• Positioning: The Battle for Your Mind, 20th Anniversary Edition by Al Ries and Jack Trout
• Big Brands Big Trouble: Lessons Learned the Hard Way by Jack Trout

ReferencesReferences
Websites
• http://www.wk.com/#/clients/15/
• http://www.advertisingarchives.co.uk/gallery_1900s.php
• http://graphic-design.tjs-labs.com/gallery-view?span=15&start=30
• http://adage.com/century/timeline/index.html
• http://www.rareads.com/rareads/webauto.html
• http://donttellmymum.com/2008/10/23/10-pieces-of-content-that-define-todays-marketing-reality/
• http://adage.com/century/campaigns.html
• http://www.logoorange.com/logodesign-A.php
• http://www.adclassix.com/sitemap.htm#1900
• http://www.toxel.com/inspiration/2008/06/28/24-unforgettable-advertisements/
Presentations
• Whats next in Marketing Paul Isakson
http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143:
• Futurelab I am the media http://www.slideshare.net/alainthys/i-am-the-media
• Kameran Ahari Creating Buz http://gotastrategy.typepad.com

Thank you
Tuğçe Esener http://www.linkedin.com/in/tugceesener

David Ogilvy A History Of Advertising

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