advertising: the history. prehistory before 1800 §1704 - first newspaper ad l long island estate in...
TRANSCRIPT
ADVERTISING:
The History
PREHISTORYBefore 1800
1704 - First Newspaper Ad
Long Island estate in the Boston News-Letter.
1742 - First Magazine Ad
Benjamin Franklin’s “General Magazine”
INFORMATION PERIOD1800 - 1899MEDIA: NEWSPAPERS AND LEAFLETS1842? - (US) - First advertising agency
Volney Palmer
1869? - (US) - First copy and art services NW Ayer
1882 - Procter & Gamble Co. begins advertising Ivory soap ($11,000)
1889 - (Canada) - First Canadian agency McKim -- sold newspaper space to advertisers
1844
1850
1854
1860
1880
1890
1898
1899
SLOGANS1900 - 1929
MEDIA: NEWPAPERS AND MAGAZINES
INNOVATIONS:
Color
Slogans and trademarks
1910
1911
1919
1920s
1920s
1929
RATIONALITY PERIOD 1930 - 1950MEDIA: PRINT AND RADIOConsumer movement
Books – Upton Sinclair’s “The Jungle” Laws
INNOVATIONS (REACTION): Long copy “Reasons why” advertising Credible spokespeople
1940s
1940s
1940s
EXAMPLES OF EARLY RADIO ADS:
Mostly informational
Pepsi Cola jingle
Brisk Toothpaste (1940s)
Ting Pimple Cream (1950)
IMAGE PERIOD1950s - 1980
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
1950
1959
1960
1962
EXAMPLES OF LATER RADIO ADS
Jingles
Tempo Cigarettes (early 1960s)
Lucky beer (1963)
Coke (next page)
TELEVISION ADS
Lucky Strike Cigarettes
Marlboro Cigarettes
Westinghouse Refrigerator
Edsel Car (1958) [video]
Coke - Hilltop (1971)
Coke -- Mean Joe Green (1979)
SEGMENTATION PERIOD 1980 - 1999
MEDIA: PRINT, RADIO,
TV (BROADCAST, CABLE)
Unique Selling Propositions (USPs)
Positioning
Brand equity
Segmentation
1980
1990
ADVERTISING ICONS
Quote of the day
Ads are the cave art of the twentieth
century.
Marshall McLuhan
(professor)