ADVERTISING: The History

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Presentation transcript:

ADVERTISING: The History

PREHISTORY 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

1844

1880

1898

SLOGANS 1900 - 1929 MEDIA: NEWPAPERS AND MAGAZINES INNOVATIONS: Color Slogans and trademarks

1910

1911

1919

1920s

1920s

1929

RATIONALITY PERIOD 1930 - 1950 MEDIA: PRINT AND RADIO Consumer 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 Brisk Toothpaste (1940s) Ting Pimple Cream (1950)

IMAGE PERIOD 1950s - 1980 MEDIA: PRINT, RADIO, BROADCAST TV Sponsored programs  “commercials” INNOVATIONS (EXECUTION): Jingles Ad-libbed Program talent as spokespeople TV: demonstrations

CELEBRITIES George Burns Bing Crosby Judy Garland Donna Reed

1950

1959

1960

1962

Jingles EXAMPLES OF LATER RADIO ADS 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 PERIOD 2000 - ???? MEDIA: PRINT, TV, INTERNET, SOCIAL MEDIA Proliferation of data sources Not focused on claims or products World Wide Web Micro-targeting SOCIAL MEDIA

Quote of the day Ads are the cave art of the twentieth century. Marshall McLuhan (professor)