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.

“Soda wars” began

1963

1971

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

First TV broadcast in South Africa

5 Jan. 1976

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.