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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. 1898

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

  7. 1910

  8. 1911

  9. 1919

  10. 1920s

  11. 1920s

  12. 1929

  13. 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

  14. 1940s

  15. 1940s

  16. 1940s

  17. EXAMPLES OF EARLY RADIO ADS: Mostly informational Brisk Toothpaste (1940s) Ting Pimple Cream (1950)

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

  19. CELEBRITIES George Burns Bing Crosby Judy Garland Donna Reed

  20. 1950

  21. 1959

  22. 1960

  23. 1962

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

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

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

  27. 1980

  28. 1990

  29. ADVERTISING ICONS

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

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

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