You're more likely to survive a plane crash than click a banner ad. Crazy, right? Consumers have learned to tune out advertising, but believe it or not, there was a time when products weren't branded, ad agencies didn't exist, and advertising as a profession was unheard of.
In this epic, must-see presentation, we explore the ENTIRE history and evolution of advertising to unveil how a comprehensive (yet digestible) timeline of advertising milestones led to an epidemic of consumer indifference, as well as what marketers can do about it to reach consumers in the years ahead.
Don't be discouraged by the 472 slides -- 29.39% of those are dedicated to awesome pictures and animations that make this a breeze to get through.
Download a free copy of this presentation + a printable advertising timeline right here: http://hub.am/16F877d
24. There are 3 BIG reasons why:
the proliferation of media,
25. There are 3 BIG reasons why:
the proliferation of media,
a history of deception,
26. There are 3 BIG reasons why:
the proliferation of media,
a history of deception, and
the ability to time-shift with
technology.
27. This is the timeline and story of
how advertising became so
invasive, and consumers became
so indifferent.
28. Once upon a time, thousands of
years ago, survival was top-of-
mind.
29. Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
30. Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
31. Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
People were illiterate.
32. Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
People were illiterate.
There was no need for advertising.
33. Word of mouth was all that
existed and all that mattered.
34. Fast forward to just before the
turn of the 20th century, and …
Photo: Theresa L Wysocki on Flickr
35. Fast forward to just before the
turn of the 20th century, and …
BOOM!
Photo: Theresa L Wysocki on Flickr
36. Fast forward to just before the
turn of the 20th century, and …
BOOM!
You’ve got an industrializing
America ready to start pummeling
people with marketing
messages for the next 120 years!
Photo: Theresa L Wysocki on Flickr
37. We’ll get to the industrialized
age.
Let’s first start from the
beginning.
47. For the first time, the recording
of information no longer just
belongs to an elite few.
For the first time, the recording of
information no longer belongs to
just an elite few.
Photo: illuminaut on Flickr
48. For the first time, the recording
of information no longer just
belongs to an elite few.
For the first time, the recording of
information no longer belongs to
just an elite few.
Photo: illuminaut on Flickr
49. The first poster ad in English is
placed on church doors in
London.
50. The first poster ad in English is
placed on church doors in
London.
Buy this cool
prayer book!
51. The first newspaper ad appears,
offering a reward for 12 stolen
horses.
Photo: David Feltkamp on Flickr
52. The Boston News-Letter asks
readers to place ads for real
estate, ships, or goods for sale.
53. The Boston News-Letter asks
readers to place ads for real
estate, ships, or goods for sale.
Soon after, the newspaper
places the first ad in America for
a Long Island estate.
61. It’s all about the
headline
The first ads were essentially personal classifieds.
Clever ad copy wasn’t a thing yet, so advertisers
played with headlines to garner attention.
Advertising defined?
64. A scholar named Samuel
Johnson writes: Whatever is common
is despised.
65. A scholar named Samuel
Johnson writes: Whatever is common
is despised.
Advertisements are now so
numerous that they are very
negligently perused.
66. A scholar named Samuel
Johnson writes: Whatever is common
is despised.
Advertisements are now so
numerous that they are very
negligently perused.
It has become necessary to
gain attention by magnificence
of promises.
82. The earliest billboards and transit
ads emerge as modes of
transportation develop.
Photo: http://railroad.lindahall.org/
83. The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
84. The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
85. The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
86. John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
87. John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
Fine writing is
offensive!
88. John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
Fine writing is
offensive!
If the truth isn't
tellable, fix it
so it is.
92. It’s all about the
reason why
“Powers’ Style” copywriting inspired an
era of simple, straightforward ads that
convey why the consumer should buy.
Advertising defined?
110. • Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
Preindustrial Recap
111. • Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
• A lack of regulation on advertising results in
prevalent puffery and false claims.
Preindustrial Recap
112. • Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
• A lack of regulation on advertising results in
prevalent puffery and false claims.
• Preindustrial developments put the first
marketing system in place.
Preindustrial Recap
122. Commercial Pacific Cable
Company lays the first Pacific
telegraph cable. President
Theodore Roosevelt sends a
message around the world and
receives it 12 minutes later.
123.
124. Grace Weidersein creates the
“Campbell’s Kids,” which are still
used (with modifications) today.
133. John Wanamaker opens his
monumental, 12-story department
store in Philadelphia.
134. • Branding and packaging become important.
1900-1910 Recap
135. • Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
1900-1910 Recap
136. • Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
1900-1910 Recap
137. • Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
• Some of America’s most recognized brands
are incorporated.
1900-1910 Recap
138. • Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
• Some of America’s most recognized brands
are incorporated.
• The age of automobile advertising gets its
start.
1900-1910 Recap
140. The advertising industry decides
it should maybe clean up its act.
Photo: brandoncripps on Flickr
141. The advertising industry decides
it should maybe clean up its act.
The American Advertising
Federation establishes the first
“truth in advertising” codes.
Photo: brandoncripps on Flickr
142. For the first time,
JWT agency flirts
with sex appeal.
143. For the first time,
JWT agency flirts
with sex appeal.
144. This is also the first
time advertisers
attempt to focus
ads on consumer
needs above their
own.
146. It’s all about the
emotional appeal
Advertising defined?
147. It’s all about the
emotional appeal
Helen Lansdowne’s Woodbury Soap headline and
new developments in advertising psychology
encouraged advertisers to emphasize the
pleasure a product will bring the consumer.
Advertising defined?
148. P&G pays JWT to launch a product
for the first time.
156. • Magazines and newspapers are the dominant
media types.
1911-1920 Recap
157. • Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
1911-1920 Recap
158. • Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
1911-1920 Recap
159. • Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
• Ads attempt to appeal to the emotional needs
of the consumer (instead of the advertiser)
for the first time.
1911-1920 Recap
160. • Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
• Ads attempt to appeal to the emotional needs
of the consumer (instead of the advertiser)
for the first time.
• The retail industry experiences major growth
spurred by a vast increase in mass
production.
1911-1920 Recap
182. It’s all about the
market research
Advertising defined?
183. It’s all about the
market research
Massive budget cuts forced the industry to reinvent
itself to improve effectiveness. Research
companies emerge to align advertising with
consumer behavior and attitudes.
Advertising defined?
186. • Access to credit and post-WWI consumerism
fuels spending.
1921-1930 Recap
187. • Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
1921-1930 Recap
188. • Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
• The 1929 stock market crash starts The
Great Depression, resulting in advertising
budget cuts and widespread unemployment.
1921-1930 Recap
189. • Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
• The 1929 stock market crash starts The
Great Depression, resulting in advertising
budget cuts and widespread unemployment.
• Advertisements focus on clear product
claims that start to become more informed
by market research.
1921-1930 Recap
209. It’s all about the
differentiation
Advertising defined?
210. It’s all about the
differentiation
As all products start to have “me too” syndrome –
claiming they also have the latest and greatest
feature – advertisers begin to focus on how
products are different from competitors’.
Advertising defined?
211. • The Great Depression leads to vast
unemployment and slashed ad budgets.
1931-1940 Recap
212. • The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
1931-1940 Recap
213. • The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
• Competition leads to a focus on product
differentiation.
1931-1940 Recap
214. • The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
• Competition leads to a focus on product
differentiation.
• Many advertisers switch from newspapers
to radio, which becomes a prominent
component of American life.
1931-1940 Recap
215. A Time of War,
TV & the
telephone
1941 - 1950
216. World War II propaganda
creates a whole new
level of ad clutter.
217.
218.
219.
220.
221. John Caples
pioneers basic ad
testing when he
begins doing split-
runs to test multiple
versions of the same
ad.
222. John Caples
pioneers basic ad
testing when he
begins doing split-
runs to test multiple
versions of the same
ad.
223. With 7,500 TV sets in NYC
households, NBC’s WNBT begins
telecasting.
224. The first TV commercial for Bulova
Clocks reaches 4,000 TV sets.
233. It’s all about the
unique selling proposition
Advertising defined?
234. It’s all about the
unique selling proposition
Advertising defined?
Rosser Reeves of Ted Bates Agency introduces the
unique selling proposition (USP) – positioning that
conveys a product benefit beyond quality and
convenience.
235. • Much of 1940s advertising was related to
the war effort.
1941-1950 Recap
236. • Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
1941-1950 Recap
237. • Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
1941-1950 Recap
238. • Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
• The end of WWII sparks the baby boom and
an increase in consumer spending.
1941-1950 Recap
239. • Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
• The end of WWII sparks the baby boom and
an increase in consumer spending.
• Advertisers start focusing on conveying
unique selling propositions to drive sales.
1941-1950 Recap
252. The Think Small
VW campaign by
Doyle Dane
Bernbach
introduces the
creative team:
copywriter + art
director.
253. The ad is so
successful, it
practically
inaugurates
Madison Ave as
the epicenter of
advertising
creativity.
254. • Madison Avenue becomes the epicenter of
creativity.
1951-1960 Recap
255. • Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
1951-1960 Recap
256. • Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
• TV is the most prominent advertising
platform.
1951-1960 Recap
257. • Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
• TV is the most prominent advertising
platform.
• Ads start to appeal to consumer narcissism.
1951-1960 Recap
269. Nobody reads
advertising. People
read what they want to
read, and sometimes it’s
an ad.
A disillusioned ad man
named Howard Luck
Gossage says this:
270. • Consumers rebel against mass-produced
goods and conformity.
1961-1970 Recap
271. • Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
1961-1970 Recap
272. • Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
• The cola wars are in full force.
1961-1970 Recap
273. • Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
• The cola wars are in full force.
• Advertisers begin using a less-scientific,
more-artistic approach in their ads.
1961-1970 Recap
279. The industry needs greater
enforcement of unethical
advertising. So, the Four As,
ANA, and American Advertising
Federation launch the National
Advertising Review Board to
monitor distasteful ads.
303. It’s all about
positioning
Advertising defined?
Marketers begin to use advertisements to declare
what brands stand for in order to shape how a
brand is perceived in the minds of consumers.
304. VCRs hit mass market and gave
consumers the ability to time
shift and fast forward through
recorded ads.
Photo: brad montgomery on Flickr
305. VCRs hit mass market and gave
consumers the ability to time
shift and fast forward through
recorded ads.
Photo: brad montgomery on Flickr
306. • Regulation on advertising increases,
especially within the tobacco industry.
1971-1980 Recap
307. • Regulation on advertising increases,
especially within the tobacco industry.
• Herbert Simon introduces the concept of
attention economics.
1971-1980 Recap
308. • Regulation on advertising increases,
especially within the tobacco industry.
• Herbert Simon introduces the concept of
attention economics.
• Advertisers laser in on positioning to
influence how brands are perceived by
consumers.
1971-1980 Recap
327. Al Ries and Jack Trout portray
marketing in terms of military
strategies in Marketing Warfare
amidst intensifying market
competition.
Photo: Martin Gommel on Flickr
328. BellSouth is the first company to
deploy the caller ID in Memphis,
Tennessee.
331. • Materialism reaches new heights.
• Consumers seek products that align with
their values.
1981-1990 Recap
332. • Materialism reaches new heights.
• Consumers seek products that align with
their values.
• TV is the latest and greatest advertising
medium.
1981-1990 Recap
333. • Materialism reaches new heights.
• Consumers seek products that align with
their values.
• TV is the latest and greatest advertising
medium.
• Infomercials capitalize on consumer self-
interest.
1981-1990 Recap
343. Cell phones begin to reach the
mass market.
Functionality was limited to
voice input and output for, you
know, calling people.
344. A recession leads marketers to
focus on sales promotion instead
of advertising.
345. A recession leads marketers to
focus on sales promotion instead
of advertising.
Slashed ad budgets force many
agencies to merge or close their
doors.
352. The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
353. The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
There's too much going on in
our lives for us to enjoy being
interrupted anymore.
354. The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
There's too much going on in
our lives for us to enjoy being
interrupted anymore.
[Marketers] have to turn
attention into permission,
permission into learning, and
learning into trust.
355. This year, the average consumer
will see or hear
1 million marketing messages –
almost 3,000 per day.
356. This year, the average consumer
will see or hear
1 million marketing messages –
almost 3,000 per day.
363. • Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
1991-2000 Recap
364. • Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
1991-2000 Recap
365. • Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
• Visionary Seth Godin introduces permission
marketing – a concept that will come of age
in the following decade.
1991-2000 Recap
366. • Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
• Visionary Seth Godin introduces permission
marketing – a concept that will come of age
in the following decade.
• The bubble burst leaves advertisers skeptical
about the internet as an ad platform.
1991-2000 Recap
372. The National Do Not Call
Registry is created because
consumers want marketers to
stop flippin’ calling all the time.
Photo: Tim G. Photography on Flickr
397. When there are millions of books, millions
of songs, millions of films, millions of
applications, millions of everything
requesting our attention -- and most of it
free -- being found is valuable.
403. Award-laden creative
exec Alex Bogusky quits
advertising for good so he
can “search for a more
genuine version” of
himself.
404. Award-laden creative
exec Alex Bogusky quits
advertising for good so he
can “search for a more
genuine version” of
himself.
405. There are over
1,700 TV channels and
14,700 radio stations.
Photo: Leo-setä on Flickr
406. In 2012, the social media
landscape looks like this:
407.
408. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
2001-2010 Recap
409. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
2001-2010 Recap
410. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
2001-2010 Recap
411. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
• HubSpot co-founders introduce inbound
marketing.
2001-2010 Recap
412. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
• HubSpot co-founders introduce inbound
marketing.
• Creating and publishing online content
becomes an advantageous marketing
activity.
2001-2010 Recap
427. It’s all about
storytelling
Advertising defined?
Stories have always been important in advertising,
but storytelling gains a new level of significance
in the age of digital content creation. Consumers
have time for good stories.
428. • Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
2011-Present Recap
429. • Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
• All content – including advertising –
becomes less copy-heavy and more
dependent on visuals to convey messages
faster.
2011-Present Recap
430. • Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
• All content – including advertising –
becomes less copy-heavy and more
dependent on visuals to convey messages
faster.
• Advertisers and marketers are either
reaping or foregoing the benefits of real-
time interaction with online audiences.
2011-Present Recap
436. Then found its way
into radio, TV,
mailers, and
the telephone.
437. And in the last
20 years, it’s
penetrated
almost every
digital channel. 22 years
438. Not only has the media
landscape grown by
type; each type has
grown exponentially in
volume.
439. In 2011, there were over
one TRILLION pages on
the internet.
Source: http://www.cnn.com/2011/TECH/web/09/12/web.index/index.html?_s=PM:TECH
440. In 2011, there were over
one TRILLION pages on
the internet.
1,000,000,000,000!
Source: http://www.cnn.com/2011/TECH/web/09/12/web.index/index.html?_s=PM:TECH
441. But there are only 2.4
billion global internet
users.
Source: http://www.internetworldstats.com/stats.htm