Post on 22-Nov-2014
description
The evolution of the
advertising industry.
By @heleenmills
There was a time when this was a tablet.
And not this.
There was a time when brands did not
really exist…
…and there wasn’t nearly as devoted brand supporters, like this one.
It is easy to forget some of the things …
So much has changed in the world of advertising the past couple of decades…
Like, that life existed
before the Internet.
Like that there is a reason why one is more
prone to survive a plane crash than to click on a “banner ad”
PRE INDUSTRIAL ERA
1275 - 1800
Yes, it’s a long time, but not much happened!
The Chinese discovers what they call paper.
They use it for: • wrapping paper & • as a clad for mirrors.
1 0 5 A D
1 4 0 0 ’s Johannes Guttenburg discovers the Printing Press.
Hello mass media!
First newspaper advertisement appears. It was a reward offered for 12 stolen horses.
1650
This is what newspaper ads looked like.
1 7 0 0 ’s …
INDUSTRIAL ERA
1800 - 1875
The industrial revolution began in America.
1800-ish
Animals
machines...
were replaced by
…and the same goods were being manufactured in greater quantities.
More products need advertisements.
More people need advertisements.
1841 Advertising became a career. Volney B. Palmer opens the 1st agency.
1867
Billboards & Transit adverts became popular as transport developed.
“BRANDING” ERA
1900 - 1918
Mass production of generic goods satisfies consumers’ basic needs.
Producers start to focus on packaging and branding to differetiate.
P.T. BARNUM
Advertising became a field of study at Northwestern University.
1900 “There’s a science to this stuff!”
1 9 0 2
Unilever appoints an agency to advertise LifeBuoy Soap.
1 9 1 1
Procter&Gamble pays for the 1ste product launch
Sexual appeal was used for the 1st time.
1911
1 9 1 3
Camel advertises packaged cigarttes for the 1st time.
“CONSUMERISM”
1920 - 1929
1 9 2 0
America’s 1st radion station, KDKA, is established.
1 9 2 0
America’s advertising industry is worth nearly $3billion.
In 2011 it was $497 billion. Almost 165 the size!
Consumers start to finance cars, houses, and other appliences.
1 9 2 0 - i s h
DEPRESSION ERA
1929 - 1941
Stock market crashed and lead to the Great Depression. Advertising budgets decreased dramatically.
Newspaper circulations decline due to lower adversiting profits.
Radio gains popularity as an entertainment medium.
The 1st day time soap opera created in Chicago.
1930
Colgate Palmolive started sponsoring the program in order to reach house wives.
1930
All the radio stories were sponsored by soap producers.
1 9 3 0
Soapies?
55% of American households had radios.
1933
1st Radio broadcast in South Africa.
1936
Springbok Radio
Radio advertising profits surpass magazine advertising profits.
1938
WW2 & Fifties
1941 - 1960
Perspect ive : popular musicians from this era
Elvis Presley Jerry Lee Lewis: Great balls of Fire Chuck Berry: Johnny B. Goode
1 9 4 1
America’s 1st television broadcast.
1944
1946
Post-WW2 America was busy making lots of these.
TV advertising profits surpass that of magazine and radio advertising.
1954
1958
Subliminal advertising was banned.
PEACE & LOVE &CREATIVE
1960 - 1972
Perspect ive : popular musicians from this era Rolling Stones: (I Can’t Get No) Satisfaction
Beatles: Hey Jude
Bob Dylan: Like a Rolling Stone
Jimi Hendrix: Purple Haze
Simon & Garfunkel: Sounds of Silence
Flower-Power, Anti-Establishment, all in the name of love.
THE SEVENTIES
1973 - 1980
Perspect ive : popular musicians from this era Led Zeppelin – Stairway to Heaven
Pink Floyd – Wish you were here
Queen
Telemarketing began
1 9 7 0 s
Hedonism
1 9 7 0 ’s
DESIGNERS ERA
1980 - 1992
Perspect ive : popular musicians from this era Michael Jackson – Billie Jean
The Police – Every Breath you Take
Madonna – Like a Virgin
U2. Guns N’ Roses. Bon Jovi.
MTV.
People start spending lots of money on appearances.
1 9 9 0 Cellphones start reaching the mass market in 1st world countries
THE E-REVOLUTION
1993 - 2000
Nirvana: Smells like teen spirit REM: Losing my Religion Radiohead: Creep Eminem: Slim Shady Cranberries: Dreams
Advertising is not enough. Integrated marketing communication (IMC).
1993 The Internet has 5 million users world wide
1994 One of the 1st computer generated adverts
1998
2000 Cellphone adverts start via sms
2000-ish
BRANDED ENTERTAINMENT
2000 - now
Sosiale Media. Spam.
“branded entertainment”.
Trillion websites (1,000,000,000,000) ‘only’ 2.4 billion users
2 0 1 1
417 websites for every 1 Internet user
2 0 1 1
Information pollution.
Consumers take control.
Create marketing that consumers will
like.