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<h1 class="title">History of Advertising</h1>
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<p><span style="color: #000000;">By Will Brown – eyeconomy.co.uk </span></p>
<p><span style="color: #000000;">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.</span></p>
<p><span style="color: #000000;">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 :</span></p>
<ul>
<li><strong><span style="color: #ff6600;">ADVERTISING – THE 1960’s</span></strong> <span style="color: #000000;">(including 1. the emergence of the modern advertising model and 2. classic campaigns from the 1960’s)</span></li>
<li><strong><span style="color: #ff6600;"><a href="../p_2810_wordpress/"><span style="color: #ff6600;">INTRODUCTION TO DIGITAL MARKETING</span></a></span><span style="color: #ff6600;"> </span></strong><span style="color: #000000;">(a general, introduction to digital marketing)?</span></li>
<li><a href="http://www.spotlightideas.co.uk/?p=4871"><strong><span style="color: #ff6600;">LANDMARKS IN THE HISTORY OF DIGITAL MARKETING</span></strong></a> <span style="color: #000000;">(from 1993 to 2010)</span></li>
<li><a href="http://www.spotlightideas.co.uk/?p=186"><span style="color: #000000;"><strong><span style="color: #ff6600;">ADVERTISING IN 2010</span></strong></span></a> <span style="color: #000000;">(and comparing the advertising model of the 1960′s with modern approaches to, and thoughts about, advertising in general today)</span></li>
</ul>
<p><strong><span style="color: #ff6600;">Before the 1960’s</span><br/>
</strong><span style="color: #000000;">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 ..</span><br/>
<span style="color: #000000;"> 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.</span><br/>
<span style="color: #000000;"> 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.</span></p>
<p><strong><span style="color: #ff6600;">ADVERTISING – THE 1960’S</span></strong></p>
<p><strong><span style="color: #ff6600;">The Modern Advertising Model is Born<br/>
<a href="../wordpress/wp-content/uploads/2010/10/leo-3.jpg"><img class="aligncenter size-medium wp-image-4859" title="leo 3" alt="" src="http://spotlightideas.co.uk/wordpress/wp-content/uploads/2010/10/leo-3-300x102.jpg" width="300" height="102"/></a></span></strong><span style="color: #000000;">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</span> <a href="http://www.spotlightideas.co.uk/?p=105"><span style="color: #ff6600;"><strong>David Ogilvy</strong></span></a>, <a href="http://www.spotlightideas.co.uk/?p=218"><span style="color: #ff6600;"><strong>Leo Burnett</strong></span></a>, <span style="color: #000000;">and</span> <a href="http://www.spotlightideas.co.uk/?p=771"><span style="color: #ff6600;"><strong>Bill Bernbach</strong></span> </a><span style="color: #000000;">(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:</span></p>
<p><strong><span style="color: #ff6600;">The creative advertising agency</span></strong><br/>
<span style="color: #000000;">The creative advertising agency wasn’t something new but it became better organized and, generally, bigger than before.</span></p>
<p><strong><span style="color: #ff6600;">The creative team</span></strong><br/>
<span style="color: #000000;">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.</span></p>
<p><strong><span style="color: #ff6600;">Planners / strategists</span></strong><br/>
<span style="color: #000000;">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.</span></p>
<p><strong><span style="color: #ff6600;">The big idea</span></strong><br/>
<span style="color: #000000;">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.</span></p>
<p><strong><span style="color: #ff6600;">Really engaging the customer</span></strong><br/>
<span style="color: #000000;">The focus now is much more: talk to, not talk at, the customer. Research your customer. Know your customer. Engage your customer.</span><br/>
<span style="color: #ff6600;"><span style="color: #000000;">Engage your customers by talking their language.<br/>
</span><span style="color: #ffffff;">.</span><br/>
<strong>Benefit to the customer.</strong> <span style="color: #000000;">Another way of engaging customers is to offer something that the they will regard as a benefit to them.<br/>
</span><span style="color: #ffffff;">.</span><br/>
</span><strong><span style="color: #ff6600;">Brand personality</span></strong><br/>
<span style="color: #000000;">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.</span></p>
<p><strong><span style="color: #ff6600;">Classic Ad Campaigns from the 1960s’<br/>
<a href="../wordpress/wp-content/uploads/2010/10/choy.jpg"><img class="aligncenter size-medium wp-image-4861" title="choy" alt="" src="http://spotlightideas.co.uk/wordpress/wp-content/uploads/2010/10/choy-300x73.jpg" width="300" height="73"/></a></span></strong><span style="color: #000000;">- Avis, “We try harder”, Doyle Dane Bernbach, 1963.</span><br/>
<span style="color: #000000;"> – Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle Dane Bernbach; Wells Rich, Greene, 1960s</span><br/>
<span style="color: #000000;"> – Charmin, “Please don’t squeeze the Charmin”, Benton & Bowles, 1964</span><br/>
<span style="color: #000000;"> – Right Guard, “Medicine Cabinet”, BBDO, 1960s</span><br/>
<span style="color: #000000;"> – Volvo, Average life of a car in Sweden, Scali, McCabe, Sloves, 1960s</span><br/>
<span style="color: #000000;"> – Wisk detergent, “Ring around the collar”, BBDO, 1968</span><br/>
<span style="color: #000000;">- Foster Grant, “Who’s that behind those Foster Grants?”, Geer, Dubois, 1965</span><br/>
<span style="color: #000000;"> – Blackglama-Great Lakes Mink, “What becomes a legend most?”, Jane Trahey Associates, 1960s</span><br/>
<span style="color: #000000;"> – American Tourister, The Gorilla, Doyle, Dane Bernbach, late 1960s</span><br/>
<span style="color: #000000;"> – Maypo, “I want my Maypo”, Fletcher, Calkins & Holden, 1960s</span><br/>
<span style="color: #000000;"> – Bufferin, Pounding heartbeat, Young & Rubicam, 1960</span><br/>
<span style="color: #000000;"> – Lyndon Johnson for President, “Daisy”, Doyle Dane Bernbach, 1964</span><br/>
<span style="color: #000000;"> – La Choy, “La Choy makes Chinese food, swing American.”</span><br/>
<span style="color: #000000;"> – When you want to bring out the flavor, and bring out the zest… Hellmann’s Mayonnaise</span><br/>
<span style="color: #000000;"> – Pizza Hut – Putt Putt to the Pizza Hut</span></p>
<p><span style="color: #000000;">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.</span></p>
<p>Next in History of Advertising –> <strong><span style="color: #ff6600;"><a href="../p_2810_wordpress/"><span style="color: #ff6600;">Introduction to Digital Marketing </span></a></span></strong><span style="color: #ff6600;"><strong><br/>
</strong></span></p>
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