SlideShare uma empresa Scribd logo
1 de 185
[object Object],[object Object],[object Object],[object Object]
Ground zero…
“ You Can Have Any Color As Long As It Is Black ”
1900 – 1940 ,[object Object]
“ Killers versus Poets”
The reason why ,[object Object]
“ Killers” and “Poets” ,[object Object],[object Object]
Copyman’s trouble ,[object Object],[object Object]
A period of “experimental” discovery ,[object Object],[object Object],[object Object]
1912  1923 (Kodak)  1927
1886
1886 1880 1904
1905 1907 1920
1929 1935 1939
1914 1918
1919 1922
1923
1924 1925
1927 1929
1918
1923 1926
1918 1919
1902
1925 1928
1925 1936
1922 1926
1932 1930
1930
1930 1932
1945
1937 1936
1937 1946
1926 1929
1931 1947
1950’s “ After World War II society had to settle back for a moment before it picked up the 20th century.”  Stella Blum
Marketing for the masses…
Marketing “theories” ,[object Object],[object Object]
Rise of MadMan ,[object Object],[object Object],[object Object]
Ultimate question continues… ,[object Object]
“ Television is the triumph of machine over people. ”
The birthday of the bathroom break. ,[object Object]
The birth of USP  ,[object Object]
Hierarchy of needs ,[object Object]
 
1950 1951
1951 1953
1954 1954
1950
1951 1952
1956 - 1957
1955 - 1956
1951 1955
1954 1959
1954
1950 1958
1954
1955
1956
1954 - 1955
1957
1955 1951
1957 1959
60’s “ Don't trust anybody over thirty! ”   Jack Weinberg
Question of “ethics”
Rise of cynicism ,[object Object]
First trial ,[object Object]
1960
1960 Mc Donalds
1960 - 1961
1962 - 1963
1964 – 1965
1966
1967
1968
1962
1968
1960
1961 - 1962
1960 - 1961
1961 - 1964
1964 - 1969
1960
1961 - 1962
1963
1962 - 1965
1965 - 1967
[object Object]
1966
70’s “ I find your lack of faith disturbing. ”
“ The battle is in the consumers mind”
A new approach: Positioning ,[object Object]
Brand image? ,[object Object]
Mystique? ,[object Object]
1976 1972 1971 1971
1970
1971
1971
1970
1970
1971
1975
1978
1979 Wonderbra
80’s "You'll never look at music the same way again"
The search for “cool”
Emotion is the king! ,[object Object],[object Object]
Invention of ROI ,[object Object],[object Object]
Differentiate or die ,[object Object]
E mergence of relationship marketing ,[object Object],[object Object],[object Object],[object Object]
Consumer radar  ,[object Object]
1989
1982
U.S. Army, 1981
1989
Apple Computer, 1984
1984
1987
Nike 1983
1987
1988
Lee Cooper 1987
90’s  “ Just do it!”
Need for integration
Brand is the king ,[object Object]
Integrated efforts ,[object Object],[object Object]
Long live consumerism ,[object Object],[object Object]
The new buzz! ,[object Object]
1998 1992 1995
1993
1993
1994
1994
1993
1991
1991
1992
1993
1994
1989
1989
1991
1991
1991
1991
1992
1992
1992
1992
1994
1996
1996
Apple 1997
2000’s
And the era of “dialogue”…
Who is Generation Y? ,[object Object],[object Object],[object Object]
OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER What’s Next in Marketing
MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM What’s Next in Marketing
[object Object],[object Object],[object Object],[object Object],FUTURE LAB
76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURE LAB I AM THE MEDIA
ONLY  14%   TRUST ADS CREATING  BUZZ
69 %   INTERESTED IN AD BLOCKING TECHNOLOGIES CREATING   BUZZ
LAW OF FEW 10% INFLUENCE  PURCHASING BEHAVIOR OF OTHER  90% CREATING   BUZZ
Marketing landscape
2001 2007 2005 2004 1999 2006 2005
 
 
 
 
 
 
 
 
 
 
 
 
 
[object Object]
2008
[object Object]
[object Object]
[object Object],[object Object]
References  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you Tuğçe Esener  http://www.linkedin.com/in/tugceesener

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