advertising: the history. prehistory §1704 - first newspaper ad §1742 - first magazine ad §1842?...

ADVERTISING:

The History

PREHISTORY

1704 - First Newspaper Ad

1742 - First Magazine Ad

1842? - (US) - First advertising agency1882 - Procter & Gamble Co.

begins advertising Ivory soap ($11,000)

1889 - (Canada) - First Canadian agency McKim -- sold newspaper space to advertisers

1844

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

MEDIA EXPANSION PERIOD2000 - ????

MEDIA: PRINT, BROADCAST, INTERNET

Proliferation of data sources

Not focused on claims or products

Micro-targeting

World Wide Web

Quote of the day

Ads are the cave art of the twentieth

century.

Marshall McLuhan

(professor)