1. ADVERTISING: The History

2. PREHISTORY §1704 - First Newspaper Ad §1742 - First Magazine Ad §1842? - (US) - First advertising agency §1882 - Procter & Gamble Co. l begins advertising Ivory soap ($11,000) §1889 - (Canada) - First Canadian agency l McKim -- sold newspaper space to advertisers

4. 1844

5. 1880

6. 1890

7. 1898

8. 1899

9. SLOGANS 1900 - 1929 MEDIA: NEWPAPERS AND MAGAZINES INNOVATIONS: §Color §Slogans and trademarks

10. 1910

11. 1911

12. 1919

13. 1920s

15. 1929

16. RATIONALITY PERIOD 1930 - 1950 MEDIA: PRINT AND RADIO §Consumer movement l Books – Upton Sinclair’s “The Jungle” l Laws §INNOVATIONS (REACTION): l Long copy l “Reasons why” advertising l Credible spokespeople

17. 1940s

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

21. IMAGE PERIOD 1950s - 1980 MEDIA: PRINT, RADIO, BROADCAST TV §Sponsored programs  “commercials” INNOVATIONS (EXECUTION): l Jingles l Ad-libbed l Program talent as spokespeople l TV: demonstrations

22. Judy Garland Donna Reed CELEBRITIES George Burns Bing Crosby

23. 1950

24. 1959

25. 1960

26. 1962

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

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

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

31. 1980

32. 1990

33. §ADVERTISING ICONS

34. MEDIA EXPANSION PERIOD 2000 - ???? MEDIA: PRINT, BROADCAST, INTERNET §Proliferation of data sources §Not focused on claims or products §Micro-targeting §World Wide Web

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