advertising: the history. prehistory before 1800 §1704 - first newspaper ad l long island estate in...

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)