Advertising is a well established industry since a hundred years ago. It passed with many different stages over the last decades. The 2000's is considered the is the beginning of war between both traditional and digital media.
A lot of shocking facts that are being revealed in the history of both traditional and digital media, yet the battle is still in the consumer's mind.
Call Girl Number in Khar Mumbai📲 9892124323 💞 Full Night Enjoy
History of Cold War Advertising and Rise of Digital Ads
1.
2. History of cold war
History of traditional advertising
How digital ads started and where are we
going
3. A Cold War is defined as a situation of tense relations and
fierce competition between nations.
There is however no direct confrontation as in an all-out
war.
Such a situation occurred between 1945 and 1991,
involving the superpowers, the USA and the USSR.
The superpowers divided Europe into two.
Eastern Europe was led by Communist USSR while
democratic USA controlled Western Europe.
4. In a Nutshell
Why did the
Cold War
break out?
Wartime
alliances
broke
down
Feelings
of
mistrust
Competing
ideologies
5. Competing ideologies
An ideology refers to a set of ideas about how a society should be run.
In many ways, the Cold War confrontation between the USA and the USSR
was a clash between their opposing ideologies.
USA
Communism
USSR
Democracy
6. Communism VS Democracy
Who controls the society?
Communism
The Communist Party rules the people.
Communist Party members can be in the
government. This government is considered
a one-party dictatorship.
Democracy
People choose their government by
voting for the leaders they want. The
leaders can belong to any party.
7. Communism VS Democracy
How should people live?
Communism
The community is more important than the
individual. So the individual should put the
needs of the community before his own.
Democracy
The individual has more rights and some
of these rights are more important than
the needs of the community. Such rights
include freedom of speech and the press.
8. How should the wealth of the society be
created and shared?
Crisis and Conflict: From a World War to a
Cold War Copyright 2006
The country’s wealth is owned
collectively by the society.
The Communist Party creates wealth
by deciding what to produce. This is
called a centrally planned economy.
Everyone should work and should
get an equal share of the benefits of
the society.
Communism
Communism VS Democracy
9. How should the wealth of the society
be created and shared?
The country’s wealth is created by
private enterprise and trade.
Businessmen and entrepreneurs
create wealth by deciding what to
produce. This is called market
economy.
Some individuals may become
wealthier than others. How wealthy one
becomes depends on the individual’s
skills as an entrepreneur or how well
he invests his resources.
Democracy
Communism VS Democracy
Crisis and Conflict: From a World War to a Cold War
Copyright 2006
12. NATO and Warsaw Pact were set up
The division of Europe into two spheres of influence forced
both sides to set up military alliances.
In April 1949, the USA set up the North Atlantic Treaty
Organisation (NATO) for collective security against any
Soviet attack.
Similarly, the USSR set up an alliance known as the
Warsaw Pact in 1955, uniting all Communist countries in
Eastern Europe except Yugoslavia.
13. How did the Cold War
affect the rest of the world?
The
Cuban
Missile
Crisis
China
joined
the
Cold War
The
Korean
War
14. Crisis and Conflict: From a World War to a
Cold War Copyright 2006
China joined the Cold War
When China turned Communist in 1949, it became involved in the Cold War.
The USA felt threatened by the Communist alliance between China and the
USSR.
The USA feared that the USSR might give China the technology to produce its
own nuclear weapons.
15. Japan became the USA’s main
anti-Communist ally
Due to the threat of Communism in China, the USA
strengthened Japan’s economy and introduced democratic
reforms.
Through this, the USA hoped to turn Japan into its main
anti-Communist ally in the region.
Other than strengthening Japan by providing economic
aid, new technology and new industrial equipment, the
USA also managed to get Japan to allow it to station its
troops in Japan.
16. USA‘s One China Policy
Due to unfriendly relations between the USA and Communist China, the USA
adopted a One China Policy between 1945 and 1972.
The USA refused to recognise the People’s Republic of China’s (PRC)
Communist government.
Instead, it recognised Taiwan (Republic of China) as the legitimate government
of China.
17. Impact on Europe
Impact outside
Europe
Germany
divided
Europe
Divided
Nato
Warsw
Pact
Marshall
plan
Truman
Doctrine
Korea
Cuba
Increasing
mistrust
Alliance
Breakdown
Competing
ideologies
The Cold War
22. How everything began...
Advertising Agency
Strategy
Media
Buying
Media
Planning
Media Plan
Creative
Concept
Researc
h
Account
Management
Account
Mgmt
Research Strategy
Creative
Production
Media
Planning /
Buying
Agency
26. Company’s trouble
1908, observations in Printers Ink:
"The modern 'copy man' has to say things in a way
that they have not been said before-because that is
the only kind of talk that will nowadays attract
attention."
27. A period of “experimental” discovery
1905: the University of Pennsylvania offered a
course in "The Marketing of Products"
1908: Harvard Business School opens
1908: Northwestern University opens its School of
Commerce, which will later become the Kellogg
School of Management, home to influential
marketing professor Philip Kotler
28. “ Never write an advertisement which you
wouldn't want your family to read. You
wouldn't tell lies to your own wife. Don't
tell them to mine.”
35. Marketing “theories”
More of the consumer viewpoint and of economic
analysis were introduced.
The concept of marketing was being
reformulated.
36. Rise of MadMan
Leo Burnett, identified two schools of strategic
thought in a Printers' Ink article:
1-Poster-style advertising
2-Reason-why advertising
38. The birthday of the bathroom break.
July 1, 1941, the first day the Federal
Communications Commission allowed TV stations
to switch from experimental to commercial
broadcasts. NBC New York affiliate WNBT becomes
the first of 22 FCC licensees to air sponsored
programming.
39. The birth of USP
The president of N.W. Ayer and Son observed in
1941 that advertising "cannot create a single point
of superiority in a product or add a single virtue to
its manufacturer. What advertising can do is to
speed up the process of getting a good product well
and favorably known."
Ayer & Son was an advertising agency founded in Philadelphia,
Pennsylvania in 1869. It called itself the oldest advertising agency
in the United States. Named after Francis Ayer's father N. W. Ayer, it ventured into advertising in 1884.
40. Hierarchy of needs
Maslow's Hierarchy of Needs model was
developed between 1943-1954, and first widely
published in Motivation and Personality in 1954. At
this time the Hierarchy of Needs model comprised
five needs. Maslow's most popular book is Toward
a Psychology of Being (1968), in which more layers
were added.
55. Rise of cynicism
“What is the difference between unethical and ethical advertising?
Unethical advertising uses falsehoods to deceive the public; ethical advertising uses
truth to deceive the public. ” Vilhjalmur Stefansson, 1964
56. First trial
In 1968, a creative team at BBDO, New York, slips some marbles into a bowl of
Campbell's vegetable soup to keep the vegetables from sinking to the bottom. This
seemingly innocent effort sparks a Federal Trade Commission probe and becomes the
basis for the FTC's efforts to eliminate false ads with a practice that allows it to
demand "corrective advertising" from an advertiser that has made a false claim.
72. A new approach: Positioning
Beginning in 1969 two young marketing guys, Jack
Trout and Al Ries, wrote, spoke and disseminated
to the advertising and PR world about a new
concept in communications called positioning.
73. Brand image?
Lee Clow, in 1971: "Why isn't the persona of the
brand considered a real difference? Is it because it's
too esoteric?” مقصور على فئة معينة
74. Mystique?
As one wrote in 1971, "Research not only takes
some of the mystique out of agency creative
departments, it also gives the client more direct
control over creative people."
84. Emotion is the king!
Edward de Bono (1985)
He noted: "Emotions are an essential part of our
thinking ability and not just something extra that
mucks up our thinking"
85. Invention of ROI
"I know that half of my advertising budget is
wasted, but I'm not sure which half.“
John Wanamaker
86. Differentiate or die
Hal Riney, a creative director for the BBDO agency
during the "creative revolution" of the 1960s,
stated this point very clearly in 1982: '"Most of the
time,' he says, 'the facts haven't done me a lot of
good. It seems there's someone already using the
same ones'"
95. Integrated efforts
Mark Tungate, the Paris-based author of Fashion
Brands: Branding Style From Armani to Zara.
"Advertisers today can be more subtle
because they are safe in the knowledge that a
single image does not have to stand alone. The
Web site and the store are equally parts of the
brand experience. "
96. Long live consumerism
“It is our job to make women unhappy with
what they have. ”
B. Earl Puckett, 1992
109. Who is Generation Y?
76 million people born between 1978 – 2000
Millienials, Net Generation, Echo Boomers, Google Generation,
iGeneration
Ongoing debate about where to begin and end a generation.
Who is Generation X AND Z ?
110. OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
What’s Next in Marketing
111. MODERN MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
What’s Next in Marketing
112. perception
80% of CEO’s believe of
believe their brand provides a
superior customer experience
8 % of their customers
agree
(Bain & Company)
FUTURELAB
113. 76% of consumers don’t believe that
companies tell the truth in
advertisements Yankelowich,2006
I AM THE MEDIA
120. Agency landscape today
Media
Agency
Media
Planning
Media
Buying
Digital
Agency
SEM Display
Creative
Agency
Research
Specialist
PR
Agency
Strategy
Planning
Agency
Display
SEM
Events
Agency
Buying
Agency
Full
Service
Digital
Agency
Digital
Planning
Digital
Buying
Creative /
Web
Design
Strategy
Outdoor
Agency
121. Agency landscape today
Agency Network A Agency Network B
Media
Agency
Media
Planning
Media
Buying
Digital
Agency
SEM Display
Creative
Agency
Research
Specialist
PR
Agency
Strategy
Planning
Agency
Display
SEM
Events
Agency
Buying
Agency
Full
Service
Digital
Agency
Digital
Planning
Digital
Buying
Creative /
Web
Design
Strategy
Outdoor
Agency
122. The Big 6: Global networks and their agencies
Note: Agencies shown are just a representative selection
123. The Big 6: Global networks and their agencies
134. Convergence
Five converging forces –
mobile, social media, data,
sensors and location – are
reshaping our lives and will have
profound effects on each of us
individually, in the workplace and in
our society at large during the
coming decade
http://www.amazon.com/Age-Context-Mobile-Sensors-Privacy/dp/1492348430
164. Digital versus traditional agencies
• Clients are beginning to place less importance on the type of agency
handling their business and more on their creativity and quality of work
(Parekh, 2008)
• Another factor in comparing traditional to digital agencies is their size.
In a 1997 study done by Schultz, he found that small agencies
contributed more time developing integrated marketing
communications with their clients than large agencies
• A lot of the old, bigger agencies are trapped in their old structures, so
it’s really about who has the best talent” (Parekh, 2008)
165. Digital versus traditional agencies
• Developing a clear brand strategy first and using it to drive each
discipline’s work is important in creating effective IMC campaigns (Liodice,
2008)
• The synergy created by IMC requires strong coordination among diverse
agencies (Ewing, 2000)
• Lack of strategic consistency across communication disciplines and
entrenched silos within marketing organizations and agency partners are
barriers to successful IMC (Liodice, 2008)
• Clark Kokich, CEO of Razorfish, was quoted in a 2008 article by Parekh
stating, “ten years from now, all agencies will be digital agencies”
(Parekh, 2008)