Details

31 mins, 2010

This film explores how technology has driven marketing over the past 50 years, from the golden age of television ads to the internet revolution of today.

HISTORY: Marketing has been around from earliest times. But it was the industrial revolution which brought mass consumption, mass production and the mass media. In the twentieth century marketing came of age, promising endless growth and prosperity. But the market economy also brought boom, bust and environmental disasters.

TELEVISION: The 1960s saw the beginning of a “golden age” of television advertising. By the end of the ’60s, 80% of the market could be reached through three single commercials in prime time television. Ads for Cadbury and Coca-Cola had a huge impact. In recent years the explosion of TV channels has changed the marketing landscape. But TV remains important. Ads have become longer – 60 second dreams and “mini-masterpieces” for companies like Guiness and Honda.

DIGITAL MARKETING: The internet now makes possible relationship marketing. Customer service has become an essential part of the “brand experience”. The internet allows producers to know more about their customers than ever before – but what about personal privacy? Direct marketing has gone digital – but this creates problems of junk emails and spam. Social networking, twitter, blogs and viral marketing are all vital marketing tools.

THE DOWNSIDE: The digital revolution gives customers more input into the brands and products they buy. But the history of marketing is one of deception and lies. Is it leading to growing levels of mental illness as people confuse their real needs with things they simply want?

DVD EXTRAS include items on niche and direct marketing. Plus – psychologist Oliver James looks at the links between marketing and mental illness, the difference between “having” and “being”, and argues the case for an alternative society based on zero growth.

Key Topics

• Marketing
• Internet
• Television
• Advertising
• Relationship Marketing