The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
§ 1.2 History and future
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Advertising campaigns have not always been a part of the marketing industry, in fact,
it was not until a few centuries ago that the so-called ‘marketing industry’ did not even
exist. In the Netherlands the first actively used advertising campaigns can be found
at the end of the nineteenth century. Companies like Philips, Van Nelle and Van
Houten started to invest in advertising campaigns; the first
advertising campaign agencies were established.
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1910 - 1939
In the beginning of the twentieth century the first advertising
campaign videos could be seen in the cinema. In the creditcrisis of
the thirties, advertisers stayed positive. They thought that this was
the right moment for the advertising campaigns to prove their value.
Next to that, the advertisers wanted to appeal to the solidarity.
America has also had a big influence on the advertising campaigns
in the Netherlands.
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1940 - 1962
Since the occupation of the Germans in 1940, most of the products
have only been procurable with a coupon or have not been
procurable at all. During the war, new products have entered the
market. The rules for advertising campaigns were very strict, but
sometimes they used advertising campaigns to offend the Germans.
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Image 1.1 One of the
first advertisements of
van Nelle. (approx.
1933)
At the end of the war, the newspapers and the advertisements have
become smaller, but after the liberation, many brands made their
comeback. Companies anticipated the family life in their advertising campaigns,
besides that America has become an important subject in the advertising campaigns.
To the American model the stores in the Netherlands introduced self-service. The
advertising campaigns were very properly, but this changed in the sixties.
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1963 - 1977
Because of the consumption society, people could afford more and more. They
bought washing machines, televisions and cars. Because of the television, the
citizens got to know other ideas. Advertising campaigns were now also used for
activist campaigns. A few years later the advertisers discovered a new target group:
the youth. Since 1967, companies have been making advertising campaigns for
television; the first television-advertising campaign was from the brand Cebuco on
January 2, 1967.
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1978 - 1999
In the eighties, the economy was getting worse, but making a career has become
very important. Since then, famous people have got roles in advertising campaign
videos.
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