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ADVERTISING: The History

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.

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ADVERTISING: The History

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  1. ADVERTISING: The History

  2. 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

  3. 1844

  4. 1880

  5. 1890

  6. 1898

  7. 1899

  8. SLOGANS1900 - 1929 MEDIA: NEWPAPERS AND MAGAZINES INNOVATIONS: • Color • Slogans and trademarks

  9. 1910

  10. 1911

  11. 1919

  12. 1920s

  13. 1920s

  14. 1929

  15. 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

  16. 1940s

  17. 1940s

  18. 1940s

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

  20. IMAGE PERIOD1950s - 1980 MEDIA: PRINT, RADIO, BROADCAST TV • Sponsored programs  “commercials” INNOVATIONS (EXECUTION): • Jingles • Ad-libbed • Program talent as spokespeople • TV: demonstrations

  21. CELEBRITIES George Burns Bing Crosby Judy Garland Donna Reed

  22. 1950

  23. 1959

  24. 1960

  25. 1962

  26. EXAMPLES OF LATER RADIO ADS Jingles Tempo Cigarettes (early 1960s) Lucky beer (1963) Coke (next page)

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

  28. SEGMENTATION PERIOD 1980 - 1999 MEDIA: PRINT, RADIO, TV (BROADCAST, CABLE) • Unique Selling Propositions (USPs) • Positioning • Brand equity • Segmentation

  29. 1980

  30. 1990

  31. ADVERTISING ICONS

  32. MEDIA EXPANSION PERIOD2000 - ???? MEDIA: PRINT, BROADCAST, INTERNET • Proliferation of data sources • Not focused on claims or products • Micro-targeting • World Wide Web

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

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