ADVERTISING: The History

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ADVERTISING The History
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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

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1844
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1880
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1890
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1898
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1899
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SLOGANS1900 - 1929

• MEDIA NEWPAPERS AND MAGAZINES
• INNOVATIONS
• Color
• Slogans and trademarks

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1910
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1911
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1919
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1920s
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1920s
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1929
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RATIONALITY PERIOD 1930 - 1950

• MEDIA PRINT AND RADIO
• Consumer movement
• Books Upton Sinclairs The Jungle
• Laws
• INNOVATIONS (REACTION)
• Long copy
• Reasons why advertising
• Credible spokespeople

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

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IMAGE PERIOD1950s - 1980

• MEDIA PRINT, RADIO, BROADCAST TV
• Sponsored programs ? commercials
• INNOVATIONS (EXECUTION)
• Jingles
• Ad-libbed
• Program talent as spokespeople
• TV demonstrations

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• Judy Garland
• Donna Reed

CELEBRITIES George Burns Bing Crosby
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1950
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1959
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1960
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1962
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• EXAMPLES OF LATER RADIO ADS
• Jingles
• Tempo Cigarettes (early 1960s)
• Lucky beer (1963)
• Coke (next page)

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• TELEVISION ADS
• Lucky Strike Cigarettes
• Marlboro Cigarettes
• Westinghouse Refrigerator
• Edsel Car (1958) video
• Coke - Hilltop (1971)
• Coke -- Mean Joe Green (1979)

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SEGMENTATION PERIOD 1980 - 1999

• MEDIA PRINT, RADIO,
• TV (BROADCAST, CABLE)
• Unique Selling Propositions (USPs)
• Positioning
• Brand equity
• Segmentation

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1980
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1990
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• ADVERTISING ICONS

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MEDIA EXPANSION PERIOD2000 - ????

• MEDIA PRINT, BROADCAST, INTERNET
• Proliferation of data sources
• Not focused on claims or products
• Micro-targeting
• World Wide Web

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Quote of the day

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