History of advertising - Mad Men and Women through the years
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A brief history of notable people working in the advertising business.
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History of advertising - Mad Men and Women through the years
- 2. 1. Mass-produced goods 2. Mass communication: typewriter, printing 3. Mass distribution: transportation, mail 4. Mass education: literacy, prosperity Four necessities
- 3. The pre-industrial age • “None of the above” • The grapevine (WOM) • First paper mill in Europe: 1275 • Reading and writing? Monks and scholars • News travels less than 50 miles Pre-1800s
- 5. The Industrializing Age • Mass production (machines, not animals) • Mass consumption (costs less to buy than make) – the beginning of “the consumer” • Ads as information – sources of supply, etc. • Literacy, free mail delivery • Photography, typewriter, phonograph 1700s Europe/1800s U.S.
- 6. Mathilde C. Weil – 1880s-90s
- 7. Madam C.J. Walker – 1910s
- 8. The Industrial Age • Production shifts to sales • The first big brands – Wrigley’s, Coke, JELL-O, Kellogg’s, Campbell’s • Consumer packaged goods • Advertising wars • Product differentiation 1900s
- 9. Albert Lasker – 1900s
- 10. Claude Hopkins – 1900s “Talk to people one at a time, not in the mass.”
- 11. Claude Hopkins
- 12. Raymond Rubicam – Y&R – 1920s
- 13. Helen Lansdowne Resor - 1916
- 14. John Caples – 1920s
- 15. Bob and Ray (comedy/improv/fake-interview ads) Stan Freberg (jazz/comedy ads) Chuck Blore (spontaneous interviews with kids) Richard Orkin (advertising theatre of the absurd/comedy – “the greatest voice actor of all time") Age of radio – 1922 – 1940s
- 16. Bernice Fitz-Gibbon – 1920s to 50s
- 17. Rosser Reeves – USP – 1940s - 50s
- 18. “Radio with pictures!” All ads say the product is “better” The beginning of clutter and perceptual screens Nielsen, Gallup (market research) Keeping up with the Jones’s The 30-second spot Age of TV – 1950s
- 19. Bill Bernbach – 1960s
- 20. Bill Bernbach – 60s
- 21. Bill Bernbach – 60s
- 22. Bill Bernbach – 60s
- 23. David Ogilvy – 1940s to 70s
- 24. David Ogilvy
- 25. Leo Burnett – 1960s
- 26. Mary Wells – 1960s
- 27. Howard Gossage – 60s
- 29. Tom Burrell – 1960s
- 30. Charlotte Beers – 1960s to 2000s
- 31. Positioning era Market segmentation Marketing Revolution – 1970s
- 32. The Post-Industrial Age • CSR • Lifestyle ads • Big three TV networks • Demarketing • Global agencies (WPP, DDB, FCB, etc.) 1980s
- 33. The “me” ads (“Because I’m worth it”) Decreased ad budgets in favor of sales promotions Simpler visual-based executions MTV influence Special fx Catchphrases (“Where’s the beef?”) The power of celebrity The New Ads – 80s
- 34. Lee Clow – 1980s to 2000s
- 35. IMC More channels, new media Niche marketing and audience fragmentation PoMo Public Relations Research/metrics “Play it safe” Massive ad “holding companies” Rise of the Machines – 90s
- 36. Linda Kaplan Thaler – 1990s
- 37. Spike Lee - 90s - present
- 38. The Global Interactive Age • The slow death of print and broadcast • Two-way conversation • Branded content – destinations, not interruptions • Content marketing/ native advertising/ sponsored content/ social in-stream advertising • Google – search advertising and marketing • Social media/PESO model Last 20 years
Notes de l'éditeur
- Used signs, because people couldn’t read. This is obviously a sign for a metal girdle manufacturer.
- --Gutenberg invented the printing press in 1440s. – made printed posters, newspapers possible. -- changed how news traveled.
- Industrializing age – Mass production – ads role grew with support from railroads/steamships Ads mainly used as information vehicle Invention of photography in 1839, then telegraphy, phone, typewriter, phonograph – communication explosion More literacy=more ads 1833 Benjamin Day publishes the Sun, the first successful "penny newspaper" in New York. By 1837, circulation reaches 30,000, making it the world's largest newspaper. 1843 Volney Palmer opens the first advertising agency in Philadelphia. 1867 New York agency Carlton & Smith begins buying the right to place advertising in religious magazines. 1868 With $250, Francis Wayland Ayer opens N.W. Ayer & Son (named after his father) in Philadelphia and implements the first commission system based on "open contracts." His clients include Montgomery Ward, John Wanamaker Department Stores, Singer Sewing Machines and Pond's Beauty Cream. 1873 The first convention of advertising agents is held in New York. 1877 James Walter Thompson buys Carlton & Smith from William J. Carlton, paying $500 for the business and $800 for the office furniture. He renames it after himself and moves into general magazine advertising. Later, he invents the position of account executive. 1880 Department store founder John Wanamaker is the first retailer to hire a full-time advertising copywriter, John E. Powers. 1881 Daniel M. Lord and Ambrose L. Thomas form Lord & Thomas in Chicago. The firm eventually becomes Foote, Cone & Belding. 1882 Procter and Gamble begins advertising Ivory soap with an unprecedented budget of $11,000. 1883 Cyrus H.K. Curtis launches Ladies' Home Journal with his wife, Louisa Knapp Curtis, as editor. 1886 N.W. Ayer promotes advertising with the slogan "Keeping everlastingly at it brings success." 1887 The American Newspaper Publishers Association is formed. 1891 The George Batten Co. opens. 1892 N.W. Ayer hires its first full-time copywriter. Ladies' Home Journal bans patent-medicine advertising. 1893 Frank Munsey drops the price of Munsey's Magazine to 10� and the cost of subscriptions to $1, marking the first attempt at keeping a magazine afloat by advertising revenue rather than newsstand sales. Asa Briggs Chandler registers Coca-Cola as a trademark. George P. Rowell of Boston founds Printer's Ink, a magazine that serves as the "little schoolmaster in the art of advertising." 1898 N.W. Ayer helps National Biscuit Co. launch the first prepackaged biscuit, Uneeda, with the slogan "Lest you forget, we say it yet, Uneeda Biscuit." Eventually, the company launches the first million-dollar advertising campaign for Uneeda. 1899 J. Walter Thompson Co. is the first agency to open an office in the U.K. Campbells.makes its first advertising buy. The Association of American Advertisers, predecessor to the Association of National Advertisers, is formed.
- Founder, M.C. Weil Agency – first ad woman In 1880, 40 years before women's suffrage, Mathilde C. Weil opened the M.C. Weil Agency in New York. She was the first woman to establish a general agency and America's first ad woman. Ms. Weil emigrated from Germany in the early 1870s. Following the sudden death of her husband, Ms. Weil took work as a translator -- she was proficient in English, German, French and Spanish -- and then as a newspaper and magazine writer. But when Ms. Weil started buying and selling ad space for a German newspaper, she knew there was a better living to be made in advertising. Serving as a liaison among advertisers and the publications, most of Ms. Weil's billings came from her profitable proprietary medicine accounts. Other types of accounts were handled by her partners, Mary Compton and Meta Volkman. Ms. Weil ran her agency, housed in The New York Times Building, until her death in 1903. The first ad woman (or Mad Woman) on record was Mathilde C. Weil. She moved from Germany to New York in 1870. Not long after, her husband died, leaving her with no means of support. So she began booking magazine space for a friend, then decided to start her own agency, called The M.C. Weil Agency.
- -- tremendous growth in U.S. industrial base. As industry met consumer demand, more luxury and convenience goods were developed --- Stock market crash in 29 causes drastic drop in ad expenditures -- Europe begins to catch on after WWII and starts using USP and strategic brief in ad campaigns.
- Born 1880 – bought his own agency at age of 24 – father of modern advertising “Advertising is salesmanship in print” 1900s – the Age of Lasker (ad isn’t selling space, it’s selling what’s inside that space) Invented the “reason why” people bought a product Tracked results Invented “pre-emption” – developing a claim that only one product can use. “Lucky cigarettes are toasted.” Albert Davis Lasker (May 1, 1880 – May 30, 1952) was an American businessman who is often considered to be the founder of modern advertising. He was born in Freiburg, Germany when his American parents Morris and Nettie (Heidenheimer) Davis Lasker were visiting their ancestral homeland. He was raised in Galveston, Texas, where his father was the president of several banks.[1] In Chicago, he became a partner in the advertising firm of Lord & Thomas, later purchasing the firm. He had many successful ad campaigns and made new use of radio for them, changing popular culture and appealing to consumers' psychology. He was elected to the American National Business Hall of Fame.
- Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters research their clients' products and produce "reason-why" copy. He believed that a good product was often its own best salesperson, and as such he was a great believer in sampling. To track the results of his advertising, he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients' advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins' campaigns for Pepsodent. [1] This book was followed, in 1927, by his autobiographical work "My Life in Advertising.” Salesmanship arrived in 20s. Claude Hopkins’ “Scientific Advertising” became the bible of ad men.
- Hired George Gallup Opened agency in 1929 “Resist the usual” Raymond Rubicam (June 16, 1892 – May 8, 1978) was an American advertising pioneer who co-established the Young & Rubicam (Y&R) advertising agency with John Orr Young. He retired from Y&R in 1944 at age 52. Raymond Rubicam's innovative leadership and creativity led many to recognize him as "advertising's statesman." Because his creative concepts and innovations have continued to play an important role in advertising as we know it today many people consider him the "father of modern advertising". This ad is an early example of image and positioning – and design.
- KENTON – Click this twice – the ad will appear from behind the photo First woman in ad? Hired in 1916 – brought sex to advertising Helen Bayless Lansdowne Resor (February 20, 1886 – January 2, 1964) was an American advertising executive with J. Walter Thompson Co.. A noted copywriter,[1] she was inducted into the Advertising Hall of Fame in 1967. She was named #14 on the list of 100 Advertising people of the 20th Century by Advertising Age. She married her husband Stanley B. Resor in 1917. He was on the business side at J. Walter Thompson and was also inducted into the Hall of Fame.[2] Resor was also active in the suffrage movement.
- Wrote “How to make your advertising make money.” – father of direct response (the coupon)
- By 1932 – 15-million radios in U.S. National advertisers – mass audience. Sponsorships, product placements Start of the creative revolution in late 50s: Bob and Ray Stan Freberg Cuck Blore Dick Orkin
- Bernice Bowles "Fitz" Fitz-Gibbon (1894–February 22, 1982) was an American advertising executive and a pioneer in retail advertising, working at Marshall Field's, Macy's, Gimbels and Wanamaker's. She was inducted into the Advertising Hall of Fame in 1982. [1] She was named #62 on the 100 people of the 20th century by Advertising Age. She was also honored by Retail Advertising Confederation and the Copywriters Club of New York. Fitz-Gibbon was born in Waunakee, Wisconsin and grew up on a farm. She earned a degree from University of Wisconsin–Madison, then worked at small newspapers before taking a position at Marshall Field's. She moved to New York City in 1926 to work on the Macy's account, where she penned the tagline "It's smart to be thrifty." While working at Gimbel's from 1940 to 1954, she wrote "Nobody, but nobody, undersells Gimbels.” Sexy evening gown ad – “How do you keep it up night after night?” Fashion shows, guest speakers. Increased revenue at Gimbels by 96 per cent.
- 1940s USP – Ford = “quality” – Every ad must point out the USP – features that differentiate it from other products Reeves: “Melts in your mouth, not in your hand.” Golden era of advertising from 40s to 50s… audiences wanted to “keep up with the Jones’s” The unique selling proposition (USP), or unique selling point, or "'unique selling product"' or "' unique selling price"' is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to the customer that convinced them to switch brands. The term was developed by television advertising pioneer Rosser Reeves of Ted Bates & Company. Theodore Levitt, a professor at Harvard Business School, suggested that, "Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage."[1] The term has been used to describe one's "personal brand" in the marketplace.[2] Today, the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. Intro of Market segmentation – groups you can target through specialized products
- No clutter A few channels Anything on TV sells First TV broadcast in 1941. Today, the largest ad medium in $$. Nielsen ratings, gallup polls USP
- David Mackenzie Ogilvy, CBE, (23 June 1911 – 21 July 1999), was an advertising executive. He is widely hailed as "The Father of Advertising."[1] In 1962, Time called him "the most sought-after wizard in today's advertising industry." [2] 1949-1973 Ogilvy and Mather
- Leo Burnett (October 21, 1891 – June 7, 1971) was an advertising executive and was among the most 'creative' men in the advertising business.[1] The 19th century was dominated by the copy-heavy ads with lengthy product descriptions and selling arguments, however, he developed fresh simple icons that came to symbolize easy-to-understand product benefits for the 20th-century consumer.[2] He was known for being heavily involved in the Creative Revolution in the 1960s, with other great advertising heads like David Ogilvy, William Bernbach and Mary Wells.[3] Burnett was named by Time Magazine as one of the 100 most influential people of the 20th century.[4] Believed in “inherent drama.” Agency teamwork Client partnership Long-term campaigns Hard work “Apples in the lobby”
- Mary Wells Lawrence (born Mary Georgene Berg on May 25, 1928 in Youngstown, Ohio, United States) is a retired American advertising executive. She was the founding president of Wells Rich Greene,[1][2] an advertising agency known for its creative, innovative, and revolutionary work.[3] Lawrence was the first female CEO of a company listed on the New York Stock Exchange, and the first woman executive of an advertising firm. The queen of the creative revolution Wrote copy for Macy’s Worked for Bernbach – 57 to 64 (billed $28 million in first six months) Peggy from Mad Men Plop plop, fizz fizz - Alka-Seltzer I can't believe I ate the whole thing (winner of the 1971 Clio Award) - Alka-Seltzer Try it, you'll like it - Alka-Seltzer I ♥ New York Trust the Midas touch At Ford, Quality is Job 1 Flick your Bic Raise your hand if you're Sure - Sure deodorant Friends don't let friends drive drunk [11] - Public Service Announcement
- King of IMC and two-way communication – every ad should have a sales promo attached to it
- The first African American man in Chicago Advertising.
- Charlotte Beers (born July 26, 1935 in Beaumont, Texas) is an American businesswoman and former Under Secretary of State. Ogilvy and Mather -- 1969 She was the first female vice-president at the JWT advertising firm, then CEO of Tatham-Laird & Kudner until 1992, and finally CEO of Ogilvy & Mather until 1996. In 1997, Fortune magazine placed her on the cover of their first issue to feature the most powerful women in America, for her achievements in the advertising industry. In 1999, Beers received the "Legend in Leadership Award" from the Chief Executive Leadership Institute of the Yale School of Management. From October 2001 until March 2003, she worked for the Bush Administration administration as the Under Secretary for Public Diplomacy and Public Affairs in the aftermath of the 9/11 attacks. In 2002, Beers worked for the U.S. State Department to produce propaganda videos intending to sell a “new” America to Muslims around the world by showing that American Muslims were living happily and freely in post-9/11 America. The $15 million Shared Values Initiative produced five mini-documentaries for television, radio, and print with shared values messages for key Muslim countries.[1][2] Less than a month after the release of the Shared Values Initiative, the State Department abruptly discontinued it. Beers attended Baylor University and graduated from the University of Louisiana at Lafayette, then called the University of Southwestern Louisiana, with a bachelor of science in liberal arts.
- Market segmentation Positioning era – is creativity dead? Strategy is King! -- -- 1970s – the “positioning era” – how product is ranked in mind of consumer compared to competition. -- Volkswagen (think small); Avis (we’re number two); 7-Up (the uncola). “Separate your brand from competitors by associating it with priority list. Best, against, niche, new category Consumer important Comparison ads Cola wars Tight economy The party ends Suits and calculators Focus groups/pre-testing Good ads build sales, great ads build factories. Great ads were missing from 70s. Since then: hot creativity vs. cold research is the issue.
- 1980 – demarketing – companies slow demand for their energy-consuming goods. First used by issue-oriented adv. (anti-tobacco), then by corporations. -- end of cold war – megamergers, new markets. -- Recession in 80s, early 90s= downsizing. Jobs lost, etc. Mags out of business. -- in 92, cos started “conquest sales” – business won at the cost of competitor.
- 1984 ad PR Sales promos POP
- Lee Clow (born 1943) is the Chairman and Global Director of TBWA\Worldwide, and had been its Chief Creative Officer.[1] Advertising Age referred to him as "advertising's art director guru".[2] Clow is best known for co-creating — along with Steve Hayden — Apple Computer's 1984 commercial which launched the Apple Macintosh and the "Think Different" slogan.[3] The 60-second TV spot was made for a budget of $900,000 and is considered to be a masterpiece in advertising. He's also known for his work on the Energizer Bunny, Taco Bell chihuahua, and California Cooler campaigns. Clow has helmed campaigns for Nissan and Pedigree Petfoods. He is a member of numerous advertising and creative Halls of Fame.
- Linda Kaplan Thaler (born 1951) is a best-selling author and chair of the ad agency Publicis Kaplan Thaler.[1] Kaplan Thaler has authored and composed such well-known advertising jingles as: “I Don’t Wanna Grow Up, I’m a Toys ‘R’ Us Kid” (Toys ‘R’ Us); “Kodak Moments” (Eastman Kodak) and “The Heart of Communication” (Bell Atlantic). She is responsible for the “Yes, Yes, Yes” Herbal Essences campaign, and Kaplan Thaler’s agency created the well known Aflac duck advertising. In 1997, she founded the Kaplan Thaler Group, which merged with Publicis New York in July 2012 to form Publicis Kaplan Thaler. Kaplan/Thaler Group – All run by women – wrote “afflack!”
- -- Foreign ad revenue up to $190 billion a year. -- Cable channels make TV “narrowcasting” medium. -- viewers can zap thru commercials. -- Computer use up, new media for potential customers. -- Internet means ad can be a two-way medium --****Ad now – announces the availability/location of products - describes products’ value, quality - Imbues brands with personality - Defines the personality of buyers - Starts trends - Is evolving into a dialogue. Now: Businesses putting customers ahead of equipment. Integrating their communications is now a must.