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History of Advertising

By Will Brown – eyeconomy.co.uk 

This article is a comprehensive overview of the history of advertising, covering advertising from a creative, technical and strategic approach, as well as approaching the history of advertising from both a factual and analytical approach.

The History of Advertising is split into these four main parts (click on each title to go to page – except for the first one, ”Advertising, the 1960′s) which is included on this page :

Before the 1960’s
Advertising has been around as long as people, in particular, those in commerce have have been communicating the existence of their business, service or product through communication methods other than direct oral communication. So it’s been around for a very long time ..
The origins of modern advertising – i.e where some sort of system was developed to enhance the procedure of ‘of communicating the existence of .. business, service or product .. other than word of mouth’ – lie in the 19th century with the introduction of paid advertisements in newspapers. By the beginning of the 20th century advertising consisted of professionals putting content together, as well as brokering space for advertisements.
The 1920′s marked an important decade in the next phase of advertising: advertisement slots in electronic media: firstly, in radio, and later on, in television.

ADVERTISING – THE 1960’S

The Modern Advertising Model is Born
The 1960′s mark the second really big phase in the history of modern advertising. It was at this time that advertising legends such as David Ogilvy, Leo Burnett, and Bill Bernbach (arguably the the three greats in the history of advertising overall) and others, were perfecting/working with/ introducing new ideas/business models that would transform advertising into a recognizable industry (thanks, to an important degree, to the new opportunities offered by TV). Ideas / business models such as:

The creative advertising agency
The creative advertising agency wasn’t something new but it became better organized and, generally, bigger than before.

The creative team
Creatives (copywriters and art directors) had existed before but the art director was made equal to the copywriter, and the two were united together, working in teams of two.

Planners / strategists
No longer did account managers have to take responsibility (or sole responsibility) for matters relating to the research, marketing and strategy sides of clients’ campaigns. Account planners were introduced to assist (or take over from) the account manager, leaving the account manager to focus more on developing relations with clients.

The big idea
The marketing strategy behind a campaign must have a ‘big idea’ (marketing idea) on which the whole creative concept and the campaign in general rests. A ‘big idea’ that will engage the audience in an important way.

Really engaging the customer
The focus now is much more: talk to, not talk at, the customer. Research your customer. Know your customer. Engage your customer.
Engage your customers by talking their language.
.
Benefit to the customer.  Another way of engaging customers is to offer something that the they will regard as a benefit to them.
.
Brand personality
And another way of engaging customers is to create brands that have personality – brands that stand out of the crowd in some unique, interesting way.

Classic Ad Campaigns from the 1960s’
- Avis, “We try harder”, Doyle Dane Bernbach, 1963.
– Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle Dane Bernbach; Wells Rich, Greene, 1960s
– Charmin, “Please don’t squeeze the Charmin”, Benton & Bowles, 1964
– Right Guard, “Medicine Cabinet”, BBDO, 1960s
– Volvo, Average life of a car in Sweden, Scali, McCabe, Sloves, 1960s
– Wisk detergent, “Ring around the collar”, BBDO, 1968
- Foster Grant, “Who’s that behind those Foster Grants?”, Geer, Dubois, 1965
– Blackglama-Great Lakes Mink, “What becomes a legend most?”, Jane Trahey Associates, 1960s
– American Tourister, The Gorilla, Doyle, Dane Bernbach, late 1960s
– Maypo, “I want my Maypo”, Fletcher, Calkins & Holden, 1960s
– Bufferin, Pounding heartbeat, Young & Rubicam, 1960
– Lyndon Johnson for President, “Daisy”, Doyle Dane Bernbach, 1964
– La Choy, “La Choy makes Chinese food, swing American.”
– When you want to bring out the flavor, and bring out the zest… Hellmann’s Mayonnaise
– Pizza Hut – Putt Putt to the Pizza Hut

Although, in the 1970s and 1980’s, there were tweaks and improvements to the main advertising model of the 1960s (with digital tv having an important impact on advertising owing to the new channels open to advertisers), it wasn’t really until the 1990’s, with the advent of the internet and digital media in general, that advertising really changes.

Next in History of Advertising –> Introduction to Digital Marketing 

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