-
Studying history of the industry
+History is told through
-institutions
-technology
-creative product
-and people such as J Walter Thompson, the father of
modern advertising. -
Period: to
Modern Advertising Era
+Scientific research techniques employed by advertisers
+Creative product aimed to blend science with art -
What shaped the modern ad industry?
+The rise of mass production led to the modern advertising era -
Albert Lasker hires John E Kennedy
+"Salesmanship in print" is born
+Lord & Thomas agency becomes highly influential and successful -
Pure Food and Drug Act
+Passed in response to dangerous patent medicines being marketed throughout the US -
Birth of Truth in Advertising
+Associated Ad Clubs begin Truth in Advertising Movement "The Associated Advertising Clubs of America met at Galt House, on this site, for their fifth annual convention, 1909. Led by by Samuel C, Dobbs, the convention took united action to challenge false advertising. This stand began concept of Better Business Bureau. By 1918 the Louisville Better Business Bureau, third in the nation, received its charter." -
FTC Act of 1914
+Passed to outlaw "unfair methods of competition" -
Period: to
Age of Agencies
+Led by agencies including J walter Thompson, Y&R,
Lord & Thomas
+Agency structure emerges -
US enters WWI
+Division of Advertising of the Committee on Public Information
is established -
Glamour Years
+Ads begin relying on feelings instead of product attributes
+Spending increases sharply
+Sex appears in ads -
First radio advertisement is broadcast
+WEAF (New York) advertises apartments for Queensborough Corporation
+Radio soon becomes important ad medium
+Lux Toilet Soap ad -
Wheeler-Lea Act passed by Congress
+Legislation passed in response to consumer advocacy groups' criticism of ad industry
+Expanded powers of FTC to regulate deceptive advertising -
US enters WWII
+How did the war effort affect advertisers and advertising? -
The War Advertising Council is formed
+Ads for war bonds, troop recruitment, homeland security
+Agencies donate substantial time and effort to war-effort -
WWII ends, Ad Council continues public service ads
+WWII pulls US out of Great Depression
+Advertising gains favor for its war-time effectiveness
+Ad Council begins first of many famous campaigns -
Television advertising begins ascent
-
Ogilvy creates Hathaway campaign
+Creative strategy begins focusing on the consumer instead of product attributes -
Leo Burnett creates the Marlboro Man campaign
+One of advertising's most enduring campaigns
+Helped make filter cigarettes masculine -
Networks gain 75% control of programming
+All advertiser-controlled programming disappears by mid-1960s -
DDB produces VW "Think small" print ad
+DDB largely credited with spurring creative revolution -
Age of agencies
+Top agencies include:
-JWT
-FCB
-BBDO
-Y&R
-Burnett
-McCann
-Bates -
Period: to
Creative Era
+Advertising as an artform re-emerges -
Interpublic becomes first ad holding company
+Allows sister agencies to work on competitor accounts
+Mitigates client losses -
Mary Wells launches Wells Rich Greene
-
Marbles in soup case
+Campbell's accused of deception
+Case eventually paved way for FTC to require corrective ads, though Campbell's wasn't required to do so -
Period: to
Accountability Era
+Clients demand effectiveness
+Agency work regularly evaluated to gauge sales impact -
FTC implements Advertising Substantiation Program
+Consumer advocate Ralph Nader pressures FTC to take action against ad claims -
BBB establishes NARB and NAD
+Industry begins to realize value in self-regulation -
-
1984 Cable Act
+Spurred rapid growth of cable television
+Eventually led to current hyper-fragmented TV marketplace -
-
World Wide Web launches
-
Telecommunications Act of 1996 passed
+Leads to drastic ownership consolidation in radio industry and eventually television, newspapers, websites, etc. -
Crispin Porter Bogusky breaks innovative work for The Truth
+CPB goes on to be named Agency of the Decade
+Agency takes on roster of blue chip clients including Mini Cooper, VW, Burger King, and Microsoft after work on Truth -
Period: to
Age of Social Responsibilty
+Marketers find it necessary to appear as responsible corporate
citizens
+Some advertisers accused of "greenwashing," etc. -
FCC relaxes TV station ownership rules
+Like radio, TV industry begins rapid consolidation -
-
Facebook tops 750MM active users
+Tech writers observe that if Facebook was a country it would be the third-largest on earth
