1. ADVERTISING: The History

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

3. 1844

4. 1880

5. 1898

6. SLOGANS 1900 - 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 PERIOD 1950s - 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. Jingles EXAMPLES OF LATER RADIO ADS Tempo Cigarettes (early 1960s)
Lucky beer (1963)
Coke (next page)

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

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

28. 1980

29. 1990

30. ADVERTISING ICONS

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

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