Sell and Spin: A History of Advertising

Introduction

• Definition of Advertising: Derived from Middle English "advertisen" (to notify).
• Purpose: Grabbing attention, tapping into desire, and creating need to move products.
• Scope: From ancient stone carvings to modern multimedia commercials.

The Evolution of Advertising

• Historical Context:
  • Advertising has existed since ancient times (e.g., Babylonian signs, Pompeii ads).
  • Modern advertising dates back to the 1400s with the invention of the printing press.
• Growth of Advertising:
  • Exponential growth from $450 million in 1900s to $450 billion by 2000s globally.
• Cultural Impact:
  • Advertising has spread consumption across languages and cultures.
  • Iconic brands (e.g., Coca-Cola) have become globally recognized.

Advertising Strategies

The Role of Icons

• Leo Burnett's Influence:
  • Created relatable icons (e.g., Tony the Tiger, Marlboro Man) to connect products with consumers.
  • Success of Marlboro Man: Shifted brand identity from feminine to masculine, resulting in a 3,000% sales increase in 1955.

Product Failures

• Case Study: Edsel:
  • Launched by Ford in 1957 with a $250 million marketing budget, but failed due to poor design and public reception.

Ancient to Modern Advertising Techniques

Developments in Print Advertising

• Printing Press Impact:
  • Increased literacy and demand for goods led to more advertisements.
  • First English advertisement by William Caxton in 1480.
• Evolution of Newspapers:
  • Ads began appearing in newspapers in the 17th century, becoming crucial for mass media and brand promotion.

Creative Advertising

• Emergence of Agencies:
  • Volney B. Palmer set up the first advertising agency in the 1840s.
  • Agencies evolved from placing ads to creating them, leading to the establishment of major firms like J. Walter Thompson.
• Branding:
  • Transition from generic products to branded goods, exemplified by products like Oreo cookies.

Advertising in the 20th Century

The Rise of Radio and Television

• Radio Advertising:
  • First radio ad aired in 1922; radio became a key platform for advertising by the late 1920s.
• Television Advertising:
  • Post-WWII, TV revolutionized advertising, allowing for emotional storytelling and immediate connection with audiences.
  • Example: Eisenhower’s 1952 campaign used standard advertising techniques.

Creative Revolution

• Bill Bernbach and Volkswagen:
  • Introduced humorous, relatable ads and broke traditional advertising norms.
  • Demonstrated that creativity could effectively market against established giants.
• David Ogilvie's Approach:
  • Emphasized emotional connection in advertising, making consumers feel nostalgic (e.g., Maxwell House coffee ads).

Contemporary Advertising

The Internet Era and Beyond

• Online Advertising Growth:
  • Rise of digital marketing with the introduction of banner ads and targeted online campaigns (1990s).
  • Use of cookies to track consumer behavior for targeted advertising.
• Challenges:
  • Over 90% of web visitors ignore ads; advertisers adapt by offering incentives for engagement.

The Impact of Political Advertising

• Television's Role:
  • Political ads have evolved from positive messaging to negative, attack-oriented campaigns.
  • Example: Johnson's "Daisy" ad introduced fear-based tactics.

Conclusion

• Advertising's Inescapability:
  • Advertising is a ubiquitous part of modern culture.
  • Continues to adapt and innovate to capture the attention and emotions of consumers.