1. ADVERTISING: The History

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

3. EVOLUTION 1800 - 1899 MEDIA: NEWSPAPERS AND LEAFLETS
1842? - (US) - First advertising agency
Volney Palmer
1869? - (US) - First copy and art services
NW Ayer
Procter & Gamble Co.
begins advertising Ivory soap ($11,000)
(Canada) - First Canadian agency
McKim -- sold newspaper space to advertisers

5. 1844

6. 1850

7. 1854

9. 1860

10. 1880

11. 1890

12. 1898

13. 1899

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

15. 1910

16. 1911

17. 1919

18. 1920s

19. 1920s

20. 1929

21. 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

22. 1940s

23. 1940s

24. 1940s

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

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

27. CELEBRITIES
George Burns
Bing Crosby
Judy Garland
Donna Reed

28. 1950

29. 1959

30. 1960

31. 1962

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

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

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

36. 1980

37. 1990

38. ADVERTISING ICONS

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

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