1704 - first newspaper ad 1742 - first magazine ad 1842 - (us) - first advertising agency 1882 -...
TRANSCRIPT
1704 - First Newspaper Ad
1742 - First Magazine Ad
1842 - (US) - First advertising agency 1882 - Procter & Gamble Co.
◦ begins advertising Ivory soap ($11,000)
1889 - (Canada) - First Canadian agency◦ McKim -- sold newspaper space to advertisers
MEDIA: NEWPAPERS AND MAGAZINES
INNOVATIONS:
Color
Slogans and trademarks
MEDIA: PRINT AND RADIO Consumer movement
◦ Books – Upton Sinclair’s “The Jungle”
◦ Laws
INNOVATIONS (REACTION):◦ Long copy
◦ “Reasons why” advertising
◦ Credible spokespeople
EXAMPLES OF EARLY RADIO ADS:
Mostly informational
Brisk Toothpaste (1940s)
Ting Pimple Cream (1950)
MEDIA: PRINT, RADIO, BROADCAST TV
Sponsored programs “commercials”
INNOVATIONS (EXECUTION):
◦ Jingles
◦ Ad-libbed
◦ Program talent as spokespeople
◦ TV: demonstrations
Judy Garland
Donna Reed
CELEBRITIESGeorge Burns
Bing Crosby
1959
1962
EXAMPLES OF LATER RADIO ADS
Jingles
Tempo Cigarettes (early 1960s)
Lucky beer (1963)
Coke (next page)
Lucky Strike Cigarettes
Marlboro Cigarettes
Westinghouse Refrigerator
Edsel Car (1958) [video]
Coke - Hilltop (1971)
Coke -- Mean Joe Green (1979)
MEDIA: PRINT, RADIO,
TV (BROADCAST, CABLE) Unique Selling Propositions (USPs) Positioning Brand equity Segmentation
ADVERTISING ICONS
MEDIA: PRINT, TV, INTERNET, SOCIAL MEDIA
Proliferation of data sources
Not focused on claims or products
World Wide Web
Micro-targeting
SOCIAL MEDIA
Ads are the cave art of the
twentieth century.
Marshall McLuhan
(professor)