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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)