Delony sledge:
Delony was a inspirational person as he worked on the coca-cola campaign, he was responsible for the advertising of the company , where be became the president of advertising for nearly 20 years. In 1956, Sledge spoke about his thoughts in a printed piece called 'The philosophy of Coca-cola advertising', it was divided into eight different sections. Coca-cola as a brand still uses 'The philosophy of Coca-cola advertising' to this day, Sledge's philosophy helped the business to adapt and evolve their brand through adverts over the years, which still continue to improve for new customers and newer generations. In 2015 Coca-cola and other companies across Western Europe making a remarkable change in their marketing strategy, by announcing that all four cola's would be marketed under one brand. Continuing from this Coca-cola also announced that they'd rolling out the strategy globally and have launched a new campaign and tagline 'Taste the feeling', as apart of this approach. |
This will help be when writing my essay as it shows the timeline of how marketing has developed and what methods of marketing they used in the past, in 1450-1900 newspapers were the most used method of marketing as in those times everyone would read newspapers therefore that's where everyone would read about new businesses, products and services. In 1941 the first American magazine was published in Philadelphia. In 1750s magazines first appeared as a new method of marketing to targeted audiences. In 1839 posters became the new method of marketing, it became so popular that they had to be banned on properties in London. In 1867 billboards made an appearance and were the earliest recorded billboard rentals, people would see billboards everywhere whilst driving or walking past billboards it would catch the audiences attention.
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In 1922 radio advertising started after a year the US homes with radio passed the halfway mark. In 1941 the first TV advert was recorded for television. The first TV commercial for 'Bulova clocks' reached 4000 TV sets. In 1946 telephones were the new method on marketing by contacting them through phone calls and telling them about products and services, telephone household penetration pass the 50% mark. This shows that radio and telephone were the most effective methods of marketing as they both reached the halfway mark.
In 1954 TV adverts revenue surpasses magazine and radio advert sales. Radio advert revenue dropped by 9% after the previous year's dip of 2%. Whereas TV adverts revenue increases from 5% of total advert spending in 1953 to 15% in 1954. In 1970 telemarketing emerges as a common tactic. |
In 1973-1994 the digital age emerges, new emerging technologies continue to change the marketing landscape, enabling new forms or marketing to gain strength and mature. In 1973 'Motorola' researcher 'Dr Martin Cooper' made the first hand-held mobile phone call. During 1981-1984 the 'IBM' corporate introduces the IBM personal computer, three years after this in 1984, Apple launches it's successful Macintosh with an 'Super Bowl' commercial directed by Ridley Scott. The advert cost $900,000 to make and reached 46.4% of American households.
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Looking at other resources of secondary information, I went to the library and had a look for books on marketing and advertising to help me with my research, the library didn't have any book on marketing but I was able to find a few books on advertising. From my research I was able to find out information on what advertising strategies were most effective in the past and how this helped businesses. What I found from this book was that Tv and cinema advertising was the most efficient alongside radio, this was because more people watched TV and listened to the radio, which was the best way to promote products and businesses.
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