ADVERTISING: The History. PREHISTORY §1704 - First Newspaper Ad §1742 - First Magazine Ad §1842? - (US) - First advertising agency §1882 - Procter & Gamble.

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Presentation transcript:

ADVERTISING: The History

PREHISTORY § First Newspaper Ad § First Magazine Ad §1842? - (US) - First advertising agency § Procter & Gamble Co. l begins advertising Ivory soap ($11,000) § (Canada) - First Canadian agency l McKim -- sold newspaper space to advertisers

1844

1880

1890

1898

1899

SLOGANS MEDIA: NEWPAPERS AND MAGAZINES INNOVATIONS: §Color §Slogans and trademarks

1910

1911

1919

1920s

1929

RATIONALITY PERIOD MEDIA: PRINT AND RADIO §Consumer movement l Books – Upton Sinclair’s “The Jungle” l Laws §INNOVATIONS (REACTION): l Long copy l “Reasons why” advertising l Credible spokespeople

1940s

EXAMPLES OF EARLY RADIO ADS: Mostly informational Pepsi Cola jingle Brisk Toothpaste (1940s) Ting Pimple Cream (1950)

IMAGE PERIOD 1950s MEDIA: PRINT, RADIO, BROADCAST TV §Sponsored programs  “commercials” INNOVATIONS (EXECUTION): l Jingles l Ad-libbed l Program talent as spokespeople l TV: demonstrations

Judy Garland Donna Reed CELEBRITIES George 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 MEDIA: PRINT, RADIO, TV (BROADCAST, CABLE) §Unique Selling Propositions (USPs) §Positioning §Brand equity §Segmentation

1980

1990

§ADVERTISING ICONS

MEDIA EXPANSION PERIOD ???? 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)