You're more likely to survive a plane crash than click a banner ad. Crazy, right? Consumers have learned to tune out advertising, but believe it or not, there was a time when products weren't branded, ad agencies didn't exist, and advertising as a profession was unheard of.
In this epic, must-see presentation, we explore the ENTIRE history and evolution of advertising to unveil how a comprehensive (yet digestible) timeline of advertising milestones led to an epidemic of consumer indifference, as well as what marketers can do about it to reach consumers in the years ahead.
Don't be discouraged by the 472 slides -- 29.39% of those are dedicated to awesome pictures and animations that make this a breeze to get through.
Download a free copy of this presentation + a printable advertising timeline right here: http://hub.am/16F877d
This Slide show narrates the history of advertisements and traces out their impacts and explains the techniques followed in the preparation of advertisements. I made this presentation for the students of I year M A English on 11th January 2010. I hope to improve this presentation in near future.
This Slide show narrates the history of advertisements and traces out their impacts and explains the techniques followed in the preparation of advertisements. I made this presentation for the students of I year M A English on 11th January 2010. I hope to improve this presentation in near future.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
Overview on Indian Media and Advertising industry Moses Gomes
The presentation offers overview on Indian media and advertising industry, key trends in this industry, how it is growing and government initiatives. Further, the presentation highlights key case studies and iconic advertisers. This presentation will help mass media and students from advertising industry to understand new opportunities.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
Overview on Indian Media and Advertising industry Moses Gomes
The presentation offers overview on Indian media and advertising industry, key trends in this industry, how it is growing and government initiatives. Further, the presentation highlights key case studies and iconic advertisers. This presentation will help mass media and students from advertising industry to understand new opportunities.
Facebook APIs: There's More Under the Hood than Anyone Knows22squared
June 28, 2011, AllFacebook Expo presentation by Chris Tuff, VP/Social Media Director at 22squared (http://www.mediabistro.com/afexpo/program.asp).
Facebook APIs: There's More Under the Hood than Anyone Knows
What’s available through Facebook’s APIs? No one really knows. Many think that the only available statistics lie in Facebook Insights, but since Facebook opened up their Insights API, a treasure trove of data is available to agencies and brands. API dashboards from companies like AllFacebook, Socialbakers and PageLever serve as the new focus groups and using their tools, agencies are able to identify a brands’ active and engaged fanbase and parallel those segments to determine if they’re reaching brands’ target consumer, if they’re targeting these consumers with paid Facebook ads and if not, what adjustments need to be made to their engagement strategy and idea of that brands’ target consumer. This session will also examine the role of social media as it relates to brands as a whole, and explain why there is so much value for brands on Facebook. We’ll go on to discuss confusion around ad APIs and Facebook Connect APIs (what brands can access within consumer profiles), and share what else Facebook tools and insights can bring to both social media marketing and brand positioning.
As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
The latest in Mindshare's 'Future Of...' series focuses on connected TV.
Our view is that the connectivity that viewers enjoy on the sofa via the second screen will prove of more significance to media and marketing than the connected TV itself.
Breaking through the clutter: Using content, analytics and paid to achieve RO...22squared
The competition for consumer attention between brands is at an all-time high, and social media platforms get more complicated everyday, making it a daunting task for brands and small businesses to understand what it takes to drive awareness, engagement and sales. To achieve true ROI via platforms like Facebook, Twitter, Instagram and Pinterest, you need art and science. 22squared's Chris Tuff will simplify the newest platform technologies and offerings, discuss the nuances of the new marketing analytics, and provide 10 strategies for brands to create compelling content that spans multiple platforms and leverages paid to reach the right audiences, move product and drive true ROI.
- Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared
- @christuff
- @22squared
- #socialfresh
- http://socialfreshconference.com
High Road Capital Partners Keynote @ Deal Sourcing ConferenceDavid Teten
How to Win:
The Five S’s of Deal Sourcing
Robert J. Fitzsimmons
Managing Partner, High Road Capital Partners
The Capital Roundtable Dealsourcing Conference
May 26, 2011
Acquisition Financing for Fundless Sponsors: 6 Ways to Negotiate Better Indep...Greg Tobben
Independent sponsor economics are paramount for those operating under a fundless sponsor model. Key components such as deal fees, management fees and carried interests are the reason you're in business.
In this presentation, Acquisition Financing for Fundless Sponsors: 6 Ways to Negotiate Better Independent Sponsor Economics, we'll walk through several practices you can use to get more transactions across the finish line and put yourself in a better position when negotiating with capital providers.
About Access Capital Partners:
Access Capital Partners is a middle market investment bank focused exclusively on raising capital for fundless or independent sponsors, operating executives, management teams and family offices.
We've Leveraged Years of Experience in Raising Capital Across a Wide Variety of Situations to Develop a Focused Effort Tailored to the Unique Needs of Independent or Fundless Sponsors.
Structuring and Financing a Partner BuyoutGreg Tobben
Buying Out a Business Partner or Shareholder: Structuring and Financing the Deal
When an entrepreneur starts a new business, planning for a buyout of a business partner years in the future is rarely a top priority- but maybe it should be.
As businesses grow and evolve, so too do ownership or shareholder groups. The same partners or investors who took a company from startup to $20 million in revenues aren’t necessarily the right people to grow the company from $20 to $50 million, or $50 to $150 million, and so on.
Layer in retirements, partnership disputes and absentee or non-strategic owners receiving generous compensation, and making changes in ownership becomes increasingly more important (and costly) as the business grows.
On the next few pages, we’ll discuss:
1. When a Partner Buyout is a Solution
2. Valuing the Business
3. Structuring a Partner Buyout
4. Financing a Partner Buyout
5. Questions a Business Owner Should Ask When Raising Capital
6. Using an Investment Banker to Raise Capital for the Buyout
About Access Capital Partners:
Access Capital Partners is a middle market investment bank that provides strategic advisory services, raises capital for companies (growth, refinancing, restructuring, acquisitions, partner buyouts, management buyouts, leveraged buyouts), and helps business owners sell or recapitalization their companies.
We are shareholder centric and have deep experience in the middle market. With over 100 transactions representing over $8 billion in volume, business owners leverage our experience as they navigate through inflection points and ultimately achieve personal liquidity.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Communication strategy lessons @ Panteion University (Dept. of Communication, Media & Culture).
This is my first one, a prologue to advertising history.
06/03/2012
http://1story.tumblr.com/
4th articleNo Logo Taking Aim at the Brand Bullies By NAOMI .docxgilbertkpeters11344
4th article::
No Logo Taking Aim at the Brand Bullies
By NAOMI KLEIN
NEW BRANDED WORLD
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
— David Ogilvy, founder of the Ogilvy & Mather advertising agency,
in Confessions of an Advertising Man, 1963
The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.
Until that time, although it was understood in the corporate world that bolstering one's brand name was important, the primary concern of every solid manufacturer was the production of goods. This idea was the very gospel of the machine age. An editorial that appeared in Fortune magazine in 1938, for instance, argued that the reason the American economy had yet to recover from the Depression was that America had lost sight of the importance of making things:
This is the proposition that the basic and irreversible function of an industrial economy is the making of things; that the more things it makes the bigger will be the income, whether dollar or real; and hence that the key to those lost recuperative powers lies ... in the factory where the lathes and the drills and the fires and the hammers are. It is in the factory and on the land and under the land that purchasing power originates [italics theirs].
And for the longest time, the making of things remained, at least in principle, the heart of all industrialized economies. But by the eighties, pushed along by that decade's recession, some of the most powerful manufacturers in the world had begun to falter. A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down with too many things. The very process of producing -- running one's own factories, being responsible for tens of thousands of full-time, permanent employees — began to look less like the route to success and more like a clunky liability.
At around this same time a new kind of corporation began to rival the traditional all-American manufacturers for market share; these were the Nikes and Microsofts, and later, the Tommy Hilfigers and Intels. These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products m.
NEW BRANDED WORLDAs a private person, I have a passion for lan.docxsachazerbelq9l
NEW BRANDED WORLD
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
— David Ogilvy, founder of the Ogilvy & Mather advertising agency,
in
Confessions of an Advertising Man
, 1963
The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.
Until that time, although it was understood in the corporate world that bolstering one's brand name was important, the primary concern of every solid manufacturer was the production of goods. This idea was the very gospel of the machine age. An editorial that appeared in
Fortune
magazine in 1938, for instance, argued that the reason the American economy had yet to recover from the Depression was that America had lost sight of the importance of making
things
:
This is the proposition that the basic and irreversible function of an industrial economy is
the making of things
; that the more things it makes the bigger will be the income, whether dollar or real; and hence that the key to those lost recuperative powers lies ... in the factory where the lathes and the drills and the fires and the hammers are. It is in the factory and on the land and under the land that purchasing power
originates
[italics theirs].
And for the longest time, the making of things remained, at least in principle, the heart of all industrialized economies. But by the eighties, pushed along by that decade's recession, some of the most powerful manufacturers in the world had begun to falter. A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down with
too many things
. The very process of producing -- running one's own factories, being responsible for tens of thousands of full-time, permanent employees — began to look less like the route to success and more like a clunky liability.
At around this same time a new kind of corporation began to rival the traditional all-American manufacturers for market share; these were the Nikes and Microsofts, and later, the Tommy Hilfigers and Intels. These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products made for them by contractors, many of them overseas. What thes.
ARC 211: American Diversity and Design: Ryan PhillipsRyan Phillips
The following presentation documents my responses to the online discussion questions in the Spring 2017 version of ARC 211 American Diversity and Design at the University at Buffalo – State University of New York
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItHubSpot
Modern customers expect that it will be easy to learn about your product and buy it, but most of our go-to-markets do the opposite. We ask people to fill out long forms, we build complex qualification rules, we make it tough for prospects to talk to someone right now. In short, we put up barriers that solve for our companies instead of solving for our customers.
At HubSpot, we’re mid-way through transforming our go-to-market to be customer centric. Learn what’s worked for us, what hasn’t, and what we’re building.
---
Jon is VP of Marketing at HubSpot, helping to transform how companies market and sell. Prior to this, Jon led Marketing at Trunk Club, the personalized shopping service for men and women, and was the Head of Marketing for Klout, the social media influence measurement company. Jon has a background in improvised comedy and earned his MBA from the Harvard Business School.
This is Jon Dick's #INBOUND18 presentation.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
According to a recent report from Ernst & Young GmbH, both the number of funding rounds for startups in Germany and the overall value of those rounds hit record levels in the first six months of 2017. That tracks with what we’ve found in HubSpot research as well. We recently commissioned a survey of consumers living and/or working in the Berlin metro area, and found that the tech scene there is evolving quickly – 95 percent of Berliners see the number of technology jobs in the city growing, and 90 percent say Berlin also offers access to the technology and digital talent needed to grow a tech company. With Berlin offering the highest post-grad monthly salary for the European tech sector (3,112 euros per month, on average), it’s no surprise that the city has become a hub for fast-growing tech companies. And as of today, HubSpot is the latest to call the city home.
15 Stats Every Marketing Leader Needs to KnowHubSpot
Benchmark your company's performance against stats from hundreds of other marketers around email performance, cost per lead, popular marketing tactics, revenue attainment, and more. All stats are taken from our 2017 Demand Generation Benchmarks Report: http://hubs.ly/H08nwvl0
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerHubSpot
The world of recruiting has changed. Now, employers need to take an inbound approach to how they attract and engage with job seekers by using personalized marketing strategies.
What's a Growth Stack? And why you should build one. HubSpot
It starts with a single problem. It always does. Maybe you need a few more leads to hit your number this month. Maybe you finally outgrew a system of spreadsheets. Maybe your boss challenged you to get more accurate with your reporting. So, you signed up for a piece of software to help you solve the problem and un-officially started building out your tech stack. Without a strategic approach, adding tool after tool can lead you down a dangerous path. Get more strategic about your software and don't just build any old stack, build a Growth Stack.
The lack of visible female role models is pervasive in the tech industry, particularly on Wikipedia, where just under 17% of Wikipedia biographies were on women. That's why HubSpot wrote fourteen Wikipedia entries for remarkable women in tech to help inspire young women to reach positions at the highest levels of STEM.
Buyers no longer use voicemails and emails from strangers to learn about products. This information is online, whenever buyers are interested. This SlideShare presentation show sellers how to connect in a meaningful way by starting conversations around the buyer’s plans, goals and challenges.
This presentation is one class in HubSpot Academy's free sales training course. You can enroll here: http://certification.hubspot.com/inbound-sales-certification
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessHubSpot
*From HubSpot Academy*
Over the past few decades, people have radically changed the way they live, work and buy. This class will give you an overview of an adaptive, inbound approach to sending emails that provide value and drive growth for your business. It will also teach you about the four big themes of a modern email marketing program: segmentation, personalization, mobile, and optimization.
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
HubSpot Research shares new data on why people use ad blockers and what marketers and advertisers need to do to keep people from blocking out ads completely. Hint: it's stop using interruptive and annoying ads.
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
76% of emails never get opened. That makes life for salespeople very difficult. So we've partnered up with Breakthrough Email to bring you email templates that are proven to engage prospects and close more deals. Start using them today and grow your revenue.
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...HubSpot
Sales is a difficult world to be in because buyers aren't putting up with salespeople anymore. Instead of helping and building relationships, sales reps are still focused on closing prospects - even when they aren't ready to buy! So buyers ignore them. Because of that, even great sales reps would be lucky to get on the phone with someone.
While buyers have evolved and become more sophisticated, sales reps and training programs have been slow to adapt to that change.
Learn actionable modern prospecting techniques you can apply immediately from two best selling authors and sales experts: Max Altschuler CEO of Sales Hacker, and Mark Roberge CRO of HubSpot.
12 Conversion Rate Optimization Strategies for Ecommerce Websites.pdfSOFTTECHHUB
Did you know that the average ecommerce conversion rate is a mere 2.86%? That means for every 100 visitors to an online store, only about 3 make a purchase. With so much competition and an ever-increasing number of online shoppers, optimizing your website for higher conversions is crucial for the success of your ecommerce business.
In this comprehensive guide, we'll dive into 12 powerful conversion rate optimization (CRO) strategies that can help you turn more website visitors into paying customers. From improving website speed and optimizing for mobile devices to leveraging social proof and utilizing analytics, we'll cover actionable tips and best practices to help you maximize your ecommerce website's potential.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Using Generative AI for Content MarketingChuck Aikens
Using Generative AI for Content Marketing starts with developing out your Foundational Docs and then understanding how to properly work through various steps to produce quality branded content that will attract and engage your audience.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Matt Conway - Attorney - A Knowledgeable Professional - Kentucky.pdfMatt Conway - Attorney
After completing his law degree at the Brandeis School of Law at the University of Louisville, Matt Conway (Attorney) embarked on a varied career that has included roles in real estate law, public prosecution, and private practice. Find out more about him at his official site https://mattconway.net/
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Website Link :
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Textile Olympiad 𝟯.𝟬 Supported by The Business Standard and Textile Today: 𝗔𝗻 𝗜𝗻𝘁𝗲𝗿 𝗨𝗻𝗶𝘃𝗲𝗿𝘀𝗶𝘁𝘆 Business 𝗖𝗮𝘀𝗲 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻 where university undergraduates get to showcase their brilliance. Dive deep into real-world textile industry challenges, analyze intricate scenarios, and craft innovative solutions.
24. There are 3 BIG reasons why:
the proliferation of media,
25. There are 3 BIG reasons why:
the proliferation of media,
a history of deception,
26. There are 3 BIG reasons why:
the proliferation of media,
a history of deception, and
the ability to time-shift with
technology.
27. This is the timeline and story of
how advertising became so
invasive, and consumers became
so indifferent.
28. Once upon a time, thousands of
years ago, survival was top-of-
mind.
29. Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
30. Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
31. Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
People were illiterate.
32. Once upon a time, thousands of
years ago, survival was top-of-
mind.
People bartered.
Mass production of goods was
nonexistent.
People were illiterate.
There was no need for advertising.
33. Word of mouth was all that
existed and all that mattered.
34. Fast forward to just before the
turn of the 20th century, and …
Photo: Theresa L Wysocki on Flickr
35. Fast forward to just before the
turn of the 20th century, and …
BOOM!
Photo: Theresa L Wysocki on Flickr
36. Fast forward to just before the
turn of the 20th century, and …
BOOM!
You’ve got an industrializing
America ready to start pummeling
people with marketing
messages for the next 120 years!
Photo: Theresa L Wysocki on Flickr
37. We’ll get to the industrialized
age.
Let’s first start from the
beginning.
47. For the first time, the recording
of information no longer just
belongs to an elite few.
For the first time, the recording of
information no longer belongs to
just an elite few.
Photo: illuminaut on Flickr
48. For the first time, the recording
of information no longer just
belongs to an elite few.
For the first time, the recording of
information no longer belongs to
just an elite few.
Photo: illuminaut on Flickr
49. The first poster ad in English is
placed on church doors in
London.
50. The first poster ad in English is
placed on church doors in
London.
Buy this cool
prayer book!
51. The first newspaper ad appears,
offering a reward for 12 stolen
horses.
Photo: David Feltkamp on Flickr
52. The Boston News-Letter asks
readers to place ads for real
estate, ships, or goods for sale.
53. The Boston News-Letter asks
readers to place ads for real
estate, ships, or goods for sale.
Soon after, the newspaper
places the first ad in America for
a Long Island estate.
61. It’s all about the
headline
The first ads were essentially personal classifieds.
Clever ad copy wasn’t a thing yet, so advertisers
played with headlines to garner attention.
Advertising defined?
64. A scholar named Samuel
Johnson writes: Whatever is common
is despised.
65. A scholar named Samuel
Johnson writes: Whatever is common
is despised.
Advertisements are now so
numerous that they are very
negligently perused.
66. A scholar named Samuel
Johnson writes: Whatever is common
is despised.
Advertisements are now so
numerous that they are very
negligently perused.
It has become necessary to
gain attention by magnificence
of promises.
82. The earliest billboards and transit
ads emerge as modes of
transportation develop.
Photo: http://railroad.lindahall.org/
83. The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
84. The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
85. The commission-based agency
model is born when 21 year-old
Francis Ayer opens N.W. Ayer &
Sons.
Photo: http://pabook.libraries.psu.edu/
86. John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
87. John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
Fine writing is
offensive!
88. John E. Powers becomes known
for “Powers’ Style” ad copy: short,
to-the-point, truthful, and convincing.
Fine writing is
offensive!
If the truth isn't
tellable, fix it
so it is.
92. It’s all about the
reason why
“Powers’ Style” copywriting inspired an
era of simple, straightforward ads that
convey why the consumer should buy.
Advertising defined?
110. • Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
Preindustrial Recap
111. • Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
• A lack of regulation on advertising results in
prevalent puffery and false claims.
Preindustrial Recap
112. • Newspapers, magazines, and direct mail are
primary media types.
• Ad copy transforms from dry to cogent to
hyperbolic.
• A lack of regulation on advertising results in
prevalent puffery and false claims.
• Preindustrial developments put the first
marketing system in place.
Preindustrial Recap
122. Commercial Pacific Cable
Company lays the first Pacific
telegraph cable. President
Theodore Roosevelt sends a
message around the world and
receives it 12 minutes later.
123.
124. Grace Weidersein creates the
“Campbell’s Kids,” which are still
used (with modifications) today.
133. John Wanamaker opens his
monumental, 12-story department
store in Philadelphia.
134. • Branding and packaging become important.
1900-1910 Recap
135. • Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
1900-1910 Recap
136. • Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
1900-1910 Recap
137. • Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
• Some of America’s most recognized brands
are incorporated.
1900-1910 Recap
138. • Branding and packaging become important.
• Print is the primary media type, but brands
are experimenting with new communication
methods.
• The federal government steps in to regulate
food and drug advertising.
• Some of America’s most recognized brands
are incorporated.
• The age of automobile advertising gets its
start.
1900-1910 Recap
140. The advertising industry decides
it should maybe clean up its act.
Photo: brandoncripps on Flickr
141. The advertising industry decides
it should maybe clean up its act.
The American Advertising
Federation establishes the first
“truth in advertising” codes.
Photo: brandoncripps on Flickr
142. For the first time,
JWT agency flirts
with sex appeal.
143. For the first time,
JWT agency flirts
with sex appeal.
144. This is also the first
time advertisers
attempt to focus
ads on consumer
needs above their
own.
146. It’s all about the
emotional appeal
Advertising defined?
147. It’s all about the
emotional appeal
Helen Lansdowne’s Woodbury Soap headline and
new developments in advertising psychology
encouraged advertisers to emphasize the
pleasure a product will bring the consumer.
Advertising defined?
148. P&G pays JWT to launch a product
for the first time.
156. • Magazines and newspapers are the dominant
media types.
1911-1920 Recap
157. • Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
1911-1920 Recap
158. • Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
1911-1920 Recap
159. • Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
• Ads attempt to appeal to the emotional needs
of the consumer (instead of the advertiser)
for the first time.
1911-1920 Recap
160. • Magazines and newspapers are the dominant
media types.
• Radio emerges for the first time.
• Americans can make cross-country phone
calls for the first time.
• Ads attempt to appeal to the emotional needs
of the consumer (instead of the advertiser)
for the first time.
• The retail industry experiences major growth
spurred by a vast increase in mass
production.
1911-1920 Recap
182. It’s all about the
market research
Advertising defined?
183. It’s all about the
market research
Massive budget cuts forced the industry to reinvent
itself to improve effectiveness. Research
companies emerge to align advertising with
consumer behavior and attitudes.
Advertising defined?
186. • Access to credit and post-WWI consumerism
fuels spending.
1921-1930 Recap
187. • Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
1921-1930 Recap
188. • Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
• The 1929 stock market crash starts The
Great Depression, resulting in advertising
budget cuts and widespread unemployment.
1921-1930 Recap
189. • Access to credit and post-WWI consumerism
fuels spending.
• Many of the products advertised included
household appliances, cars, and radios.
• The 1929 stock market crash starts The
Great Depression, resulting in advertising
budget cuts and widespread unemployment.
• Advertisements focus on clear product
claims that start to become more informed
by market research.
1921-1930 Recap
209. It’s all about the
differentiation
Advertising defined?
210. It’s all about the
differentiation
As all products start to have “me too” syndrome –
claiming they also have the latest and greatest
feature – advertisers begin to focus on how
products are different from competitors’.
Advertising defined?
211. • The Great Depression leads to vast
unemployment and slashed ad budgets.
1931-1940 Recap
212. • The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
1931-1940 Recap
213. • The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
• Competition leads to a focus on product
differentiation.
1931-1940 Recap
214. • The Great Depression leads to vast
unemployment and slashed ad budgets.
• America sees an early form of sponsored
content with the emergence of soap operas.
• Competition leads to a focus on product
differentiation.
• Many advertisers switch from newspapers
to radio, which becomes a prominent
component of American life.
1931-1940 Recap
215. A Time of War,
TV & the
telephone
1941 - 1950
216. World War II propaganda
creates a whole new
level of ad clutter.
217.
218.
219.
220.
221. John Caples
pioneers basic ad
testing when he
begins doing split-
runs to test multiple
versions of the same
ad.
222. John Caples
pioneers basic ad
testing when he
begins doing split-
runs to test multiple
versions of the same
ad.
223. With 7,500 TV sets in NYC
households, NBC’s WNBT begins
telecasting.
224. The first TV commercial for Bulova
Clocks reaches 4,000 TV sets.
233. It’s all about the
unique selling proposition
Advertising defined?
234. It’s all about the
unique selling proposition
Advertising defined?
Rosser Reeves of Ted Bates Agency introduces the
unique selling proposition (USP) – positioning that
conveys a product benefit beyond quality and
convenience.
235. • Much of 1940s advertising was related to
the war effort.
1941-1950 Recap
236. • Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
1941-1950 Recap
237. • Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
1941-1950 Recap
238. • Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
• The end of WWII sparks the baby boom and
an increase in consumer spending.
1941-1950 Recap
239. • Much of 1940s advertising was related to
the war effort.
• Radio is the dominant form of mass media.
• Tobacco advertising continues to make
false claims in ads.
• The end of WWII sparks the baby boom and
an increase in consumer spending.
• Advertisers start focusing on conveying
unique selling propositions to drive sales.
1941-1950 Recap
252. The Think Small
VW campaign by
Doyle Dane
Bernbach
introduces the
creative team:
copywriter + art
director.
253. The ad is so
successful, it
practically
inaugurates
Madison Ave as
the epicenter of
advertising
creativity.
254. • Madison Avenue becomes the epicenter of
creativity.
1951-1960 Recap
255. • Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
1951-1960 Recap
256. • Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
• TV is the most prominent advertising
platform.
1951-1960 Recap
257. • Madison Avenue becomes the epicenter of
creativity.
• The modern creative team couples artists
and copywriters.
• TV is the most prominent advertising
platform.
• Ads start to appeal to consumer narcissism.
1951-1960 Recap
269. Nobody reads
advertising. People
read what they want to
read, and sometimes it’s
an ad.
A disillusioned ad man
named Howard Luck
Gossage says this:
270. • Consumers rebel against mass-produced
goods and conformity.
1961-1970 Recap
271. • Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
1961-1970 Recap
272. • Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
• The cola wars are in full force.
1961-1970 Recap
273. • Consumers rebel against mass-produced
goods and conformity.
• Individuality is of utmost importance to the
consumer.
• The cola wars are in full force.
• Advertisers begin using a less-scientific,
more-artistic approach in their ads.
1961-1970 Recap
279. The industry needs greater
enforcement of unethical
advertising. So, the Four As,
ANA, and American Advertising
Federation launch the National
Advertising Review Board to
monitor distasteful ads.
303. It’s all about
positioning
Advertising defined?
Marketers begin to use advertisements to declare
what brands stand for in order to shape how a
brand is perceived in the minds of consumers.
304. VCRs hit mass market and gave
consumers the ability to time
shift and fast forward through
recorded ads.
Photo: brad montgomery on Flickr
305. VCRs hit mass market and gave
consumers the ability to time
shift and fast forward through
recorded ads.
Photo: brad montgomery on Flickr
306. • Regulation on advertising increases,
especially within the tobacco industry.
1971-1980 Recap
307. • Regulation on advertising increases,
especially within the tobacco industry.
• Herbert Simon introduces the concept of
attention economics.
1971-1980 Recap
308. • Regulation on advertising increases,
especially within the tobacco industry.
• Herbert Simon introduces the concept of
attention economics.
• Advertisers laser in on positioning to
influence how brands are perceived by
consumers.
1971-1980 Recap
327. Al Ries and Jack Trout portray
marketing in terms of military
strategies in Marketing Warfare
amidst intensifying market
competition.
Photo: Martin Gommel on Flickr
328. BellSouth is the first company to
deploy the caller ID in Memphis,
Tennessee.
331. • Materialism reaches new heights.
• Consumers seek products that align with
their values.
1981-1990 Recap
332. • Materialism reaches new heights.
• Consumers seek products that align with
their values.
• TV is the latest and greatest advertising
medium.
1981-1990 Recap
333. • Materialism reaches new heights.
• Consumers seek products that align with
their values.
• TV is the latest and greatest advertising
medium.
• Infomercials capitalize on consumer self-
interest.
1981-1990 Recap
343. Cell phones begin to reach the
mass market.
Functionality was limited to
voice input and output for, you
know, calling people.
344. A recession leads marketers to
focus on sales promotion instead
of advertising.
345. A recession leads marketers to
focus on sales promotion instead
of advertising.
Slashed ad budgets force many
agencies to merge or close their
doors.
352. The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
353. The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
There's too much going on in
our lives for us to enjoy being
interrupted anymore.
354. The biggest problem with mass-market
advertising is that it fights for people's
attention by interrupting them.
There's too much going on in
our lives for us to enjoy being
interrupted anymore.
[Marketers] have to turn
attention into permission,
permission into learning, and
learning into trust.
355. This year, the average consumer
will see or hear
1 million marketing messages –
almost 3,000 per day.
356. This year, the average consumer
will see or hear
1 million marketing messages –
almost 3,000 per day.
363. • Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
1991-2000 Recap
364. • Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
1991-2000 Recap
365. • Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
• Visionary Seth Godin introduces permission
marketing – a concept that will come of age
in the following decade.
1991-2000 Recap
366. • Integrated marketing starts to replace
advertising.
• Consumers begin time shifting through TV
ads thanks to TiVo.
• Search engines create a need for search
engine optimization.
• Visionary Seth Godin introduces permission
marketing – a concept that will come of age
in the following decade.
• The bubble burst leaves advertisers skeptical
about the internet as an ad platform.
1991-2000 Recap
372. The National Do Not Call
Registry is created because
consumers want marketers to
stop flippin’ calling all the time.
Photo: Tim G. Photography on Flickr
397. When there are millions of books, millions
of songs, millions of films, millions of
applications, millions of everything
requesting our attention -- and most of it
free -- being found is valuable.
403. Award-laden creative
exec Alex Bogusky quits
advertising for good so he
can “search for a more
genuine version” of
himself.
404. Award-laden creative
exec Alex Bogusky quits
advertising for good so he
can “search for a more
genuine version” of
himself.
405. There are over
1,700 TV channels and
14,700 radio stations.
Photo: Leo-setä on Flickr
406. In 2012, the social media
landscape looks like this:
407.
408. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
2001-2010 Recap
409. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
2001-2010 Recap
410. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
2001-2010 Recap
411. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
• HubSpot co-founders introduce inbound
marketing.
2001-2010 Recap
412. • Widespread email spam and pop-up ads test
the patience of internet users worldwide.
• Major social media sites launch and later
develop advertising platforms.
• Marketers begin creating digital experiences to
add value and create demand for products.
• HubSpot co-founders introduce inbound
marketing.
• Creating and publishing online content
becomes an advantageous marketing
activity.
2001-2010 Recap
427. It’s all about
storytelling
Advertising defined?
Stories have always been important in advertising,
but storytelling gains a new level of significance
in the age of digital content creation. Consumers
have time for good stories.
428. • Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
2011-Present Recap
429. • Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
• All content – including advertising –
becomes less copy-heavy and more
dependent on visuals to convey messages
faster.
2011-Present Recap
430. • Native advertising – ads that looks like
editorial content – gains prominence in
online media publications.
• All content – including advertising –
becomes less copy-heavy and more
dependent on visuals to convey messages
faster.
• Advertisers and marketers are either
reaping or foregoing the benefits of real-
time interaction with online audiences.
2011-Present Recap
436. Then found its way
into radio, TV,
mailers, and
the telephone.
437. And in the last
20 years, it’s
penetrated
almost every
digital channel. 22 years
438. Not only has the media
landscape grown by
type; each type has
grown exponentially in
volume.
439. In 2011, there were over
one TRILLION pages on
the internet.
Source: http://www.cnn.com/2011/TECH/web/09/12/web.index/index.html?_s=PM:TECH
440. In 2011, there were over
one TRILLION pages on
the internet.
1,000,000,000,000!
Source: http://www.cnn.com/2011/TECH/web/09/12/web.index/index.html?_s=PM:TECH
441. But there are only 2.4
billion global internet
users.
Source: http://www.internetworldstats.com/stats.htm