ADVERTISING: The History

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Presentation transcript:

ADVERTISING: The History

PREHISTORY Before 1800 1704 - First Newspaper Ad Long Island estate in the Boston News-Letter. 1742 - First Magazine Ad Benjamin Franklin’s “General Magazine”

EVOLUTION 1800 - 1899 MEDIA: NEWSPAPERS AND LEAFLETS 1842? - (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

CREATIVE DEVELOPMENT 1900 - 1929 MEDIA: NEWPAPERS AND MAGAZINES INNOVATION: COLOR Slogans, trademarks and jingles Hard sell appeals

1910

1911

1919

1920s

1920s

1929

CREDIBILITY DEVELOPMENT 1930 - 1950 MEDIA: PRINT AND RADIO Public reactions to hard sell Consumer movement Books – Upton Sinclair’s “The Jungle” Laws INNOVATIONS (REACTION): Long copy “Reasons why” advertising Use of credible spokespeople

1940s

1940s

1940s

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

HUMOR AND TV 1950s - 1980 MEDIA: PRINT, RADIO, BROADCAST TV Sponsored programs  “commercials” INNOVATIONS (EXECUTION): Jingles Ad-libed Program talent as spokespeople TV: demonstrations

CELEBRITIES George Burns Bing Crosby Judy Garland Donna Reed

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)

PLANNING 1980 - 1999 MEDIA: PRINT, RADIO, TV (BROADCAST, CABLE) Unique Selling Propositions (USPs) Positioning Brand equity Segmentation

1980

1990

ADVERTISING ICONS

MEDIA EXPANSION 2000 - ???? MEDIA: PRINT, BROADCAST, INTERNET Proliferation of data sources Not focused on claims or products Microtargeting World Wide Web

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