20 Ancient Secrets of Successful Advertising | ENGLISH

What is the history of the ad?

According to some sources, it goes back to 3000 BC, but today even in the ancient city of Ephesus, we can find a "billboard" engraved on the stone. Of course, thousands of different interpretations can be made on it.

My opinion is that the "advertisement" does not have an identifiable date. To me, capitalism is, after all, the grandchild of advertising. Because before the name was put as "advertisement"; advertising was a driving force that supported humanity's "reasoning and choosing" ability and helping it to get out of dilemmas...

I simply mean, today's "reason to believe" is really ancient; "Make me believe, let me choose a side, I will not be eliminated!"

I believe advertising is more than just saying "You better to buy this product". Let's cut short and fast forward the time....

Now, we are in the 21st century...

April 2022. Bilgi University

Cüneyt Devrim, one of our Advertising Department professors, invited Kezban Saki Yaltırak to the lecture.

Mrs. Kezban shared with us a book full of surprising information from the past, focusing on consumer behavior.

This is how I met this museum with two covers:

Thomas Smith and J.H. Osborne - Successful Advertising: It’s Secrets Explained

In 1885, Thomas Smith and J.H. Osborne has published a guide explaining the secrets of "Successful Advertising".

What this guide tells us in 20 steps is the consumer's reactions to the frequency of exposure to advertisements.

Today, there are still brands which argue that consumer behavior is shaped like this.

I wonder about something unrelated actually; did the advertisers of the companies that existed at those times also benefit from this guide? (see Tiffany & Company, Coca-Cola, Nokia, etc.)

Let's take a look inside this ancient museum:

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1. The first time people look at any given ad, they don't even see it.👁️

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2. The second time, they don't notice it.👀

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3. The third time, they are aware that it is there.📣

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4. The fourth time, they have a fleeting sense that they've seen it somewhere before.🤔 

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5. The fifth time, they actually read the ad.👁️👁️

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6. The sixth time they thumb their nose at it.😏

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7. The seventh time, they start to get a little irritated with it.🙄

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8. The eighth time, they start to think, "Here's that confounded ad again.😤

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9. The ninth time, they start to wonder if they're missing out on something.🫣

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10. BINGO! The tenth time, they ask their friends and neighbors if they've tried it.😯

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11. The eleventh time, they wonder how the company is paying for all these ads.🤒

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12. The twelfth time, they start to think that it must be a good product.🤑

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13. The thirteenth time, they start to feel the product has value.🥰

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14. The fourteenth time, they start to remember wanting a product exactly like this for a long time.🥹

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15. The fifteenth time, they start to yearn for it because they can't afford to buy it.😬

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16. The sixteenth time, they accept the fact that they will buy it sometime in the future. 🫤

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17. The seventeenth time, they make a note to buy the product.✍🏻 

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18. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.🤬

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19. The nineteenth time, they count their money very carefully.👛 

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20. BINGO! The twentieth time prospects see the ad, they buy what is offering.🎁

Wow! What a journey...

Of course, today the parameters of studies have expanded a lot. There are dozens of breakdowns such as socio-economic, demographic, cultural, emotional and psychological factors.

Even if the above 20 steps do not cover everyone; if you can say that "there is no such samples around" it may be because of today's media-media prices. The ads you come across have not yet reached the number 20.

Jokes aside, let's meet in the comments. 😉