History of advertising - Mad Men and Women through the years

History of Advertising

1. Mass-produced goods

2. Mass communication: typewriter, printing

3. Mass distribution: transportation, mail

4. Mass education: literacy, prosperity

Four necessities

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

Gutenberg – 1440s

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.

Mathilde C. Weil – 1880s-90s

Madam C.J. Walker – 1910s

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

Albert Lasker – 1900s

Claude Hopkins – 1900s

“Talk to people one at a time, not in the mass.”

Claude Hopkins

Raymond Rubicam – Y&R – 1920s

Helen Lansdowne Resor - 1916

John Caples – 1920s

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

Bernice Fitz-Gibbon – 1920s to 50s

Rosser Reeves – USP – 1940s - 50s

“Radio with pictures!”All ads say the product is “better”The beginning of clutter and perceptual screensNielsen, Gallup (market research)Keeping up with the Jones’sThe 30-second spot

Age of TV – 1950s

Bill Bernbach – 1960s




David Ogilvy – 1940s to 70s

David Ogilvy

Leo Burnett – 1960s

Mary Wells – 1960s

Howard Gossage – 60s

Gossage parodies Ogilvy

Tom Burrell – 1960s

Charlotte Beers – 1960s to 2000s

Positioning eraMarket segmentation

Marketing Revolution – 1970s

The Post-Industrial Age

• CSR

• Lifestyle ads

• Big three TV networks

• Demarketing

• Global agencies (WPP, DDB, FCB, etc.)

1980s

The “me” ads (“Because I’m worth it”)Decreased ad budgets in favor of sales promotionsSimpler visual-based executionsMTV influenceSpecial fxCatchphrases (“Where’s the beef?”)The power of celebrity

The New Ads – 80s

Lee Clow – 1980s to 2000s

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

Linda Kaplan Thaler – 1990s

Spike Lee - 90s - present

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