1979 Calvin Klein, "Know what comes between me and my Calvins? Nothing 1981 Absolut Vodka, The Absolut Bottle, TBWA,
1982 Federal Express, "Fast talker", Ally & Gargano,
1984 Apple Computer, "1984", Chiat/Day,
1984 Wendy's, "Where's the beef?", Dancer-Fitzgerald-Sample,
1985 Rolling Stone, "Perception. Reality.", Fallon McElligott Rice,
1988 Nike, "Just do it", Wieden & Kennedy,
1989 Saturn, "A different kind of company, A different kind of car.", Hal Riney & Partners,
1989 Energizer, The Energizer Bunny, Chiat/Day,
7. (80-90- )
. 80- , . , , . 34- , 1994 . (2200 ) 90 . , . [41] (IAA) 90- . , . , IAA 1995 . 800 40 , [42] 120 . , IAA, , . , 1993 . , 22 . , - . 22 . , .
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. 90- . 70- - . -. 80-90- XX , . - .[45] , . - , . 1998 . , , 6% $950 . , , , , , - .
90- BTL-[46] (- , ), .[47] 80- 70% 80%, 90% , 90- , sales promotion, direct marketing public relations. 2000 . 65%, 33%. 1998 . 56 42%. , , . , 2000 30% , 32.2, 40, (, , , , ) 44%.
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(Worldwide Market of ds) , - , . - . - . , , () () . . , , . . , , , . (), () . , . , , . , , . . , , . ( ) ( , , ). . , 43% - .
.: , , . . .. , , Procter&Gamble,Unilever, Nestle, The Coca-Cola Company, PepsiCo, Mrs Incorporated, Wrigley, Philip Morris, British American Tobacco, Japan Tobacco . , . , Pepsi 1991 . BBDO Worldwide 40 [48], Pepsi . , . , , , , . - . , . Procter&Gamble - 1995 . $5,3 . 2- Philip Morris, 1995 . $3,4 . [49].
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. - . : , , -, BTL, . . , , - , -, PR-. , 2001 . PR-.
- . , .
, , - . , PR, , .. . , . Interpublic Group McCann-Erickson Worldwide, WPP Group Ogilvy&Mather, Omnicom Group BBDO Worldwide, DDB Worldwide, Publicis Worldwide Group Leo Burnett Co.
BBDO World wide. BBDO Worldwide, 345 76 . Ÿ $15 . : 20 500. : Mars, Wrigley, PepsiCo, Gillette, Dodge, Campbell Soup, Casio, France Telecom. 2000 . Advertising Age BBDO . , , $2,2 . BBDO - DaimlerChrysler (Chrysler BBDO 1926 .). , DaimlerChrysler BBDO $2,5 .[50]
[51] BBDO 2001. BBDO . . , BBDO , . 2001 . $1,3 . , , . BBDO . 1999 . BBDO Gunn Report, 32 .
. , - (, ) . . , 200 MTV - 28 . , - CNN 78 . 100 , 140 . , 45 . 210 . MTV ( )[52]. . .
, - , , . : , - . - . Web - . , , . , . , , , .
, . , . Advertising Age , " ", : , , , .. 1 1959 . Volkswagen Think small Doyle Dane Bernbah. 2 Coca-Cola ", " (DArcy Co. 1929 ). Pepsi-Cola 14- 21- (" ") . 3 - Marlboro Man, Leo Burnett Co. 4 Nikec Just do it (" !") - 1988 , Wieden & Kennedy. 5 McDonalds(Needham, Harper & Steers, 1971 ): " ". 6 De Beers" " (1948 , N.W. Ayer & Son), . 7 - Absolut Vodka - " " (1981 , TBWA). 8 Miller Lite ( McCann-Erickson Worldwide, 1974 ). " , ". 9 Clairol, Footes Cone & Beldong, 1957 , . " ... ?" (Does she... or doesnt she?). 10 Avis - , , : " - ".
, , . , . , , . - . , , . - . , 99,44% 1882 .
1. Diamonds are forever, DeBeers.
2. Just do it, Nike.
3. The pause that refreshes Coca-Cola
4. Tastes great, less filling, Miller Lite.
5. We try harder, Avis.
6. Good to the last drop, Maxwell House.
7. Breakfast of champions, Wheaties.
8. Does she... or doesn't she?, Clairol.
9. When it rains it pours, Morton Salt.
10. Where's the beef?, Wendy's.
10 .
1. .1955. Marlboro. .
2. . 1963 . .
: , .
3. . 1965 . . .
4. . 1928 .
GG. :
5. . 1951 . . .
6. . 1939 . .
: .
7. . 1989 . .: Chiat/Day.
8. . 1921 . , ,
, . : , . .
9. . 1893 . . : / ,
10. . 1898 . . - .
.
1. -, . DDB, 1959
2. -. , . D'Arcy C, 1929
3. Marlboro. Marlboro Man. , 1955
4. Nike. .Wieden & Kennedy, 1988
5. , Needham,Harper &, 1971
6. , N.W. Ayer, 1948
7. Absolut, Absolut TBWA, 1981
8. , , .McCann-Erickson, 1974
10. , DDB, 1963
12. Appe 1984. Chiat/Day, 1984
16. , " 99,44% ". , 1882
21. -, - . BBDO, 1964
22. Hathaway. c . Ogilvy & Mother, 1951.
31. Woodbury. , . . . 1911
33. Uneeda. .N.W. Ayer, 1899
34. . . Chiat/Day,1989
35. , , ". N.W. Ayer, 1912
37. . . ,.Hal Riney, 1989
39. M&Ms, " , ".. , 1954
46. CAMEL, CAMEL. N. W.Ayer, 1921
49. Cadillac. . MacManus&Adams, 1915
53. Coca-Cola. - . McCann-Erickson, 1970
56. Polaroid, " ", DDB, 1977
61. , , . , 1968.
62. Wisk, " ". BBDO, 1968
71. Steinway, "N.W. Ayer, 1919
72. 501 , Foote, Belding, 1984
86. -, , , 1993
88. Bartles & Jaymes, , Hal Riney, 1985
100. ., ,DDB, 1964.