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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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MEDIA: NEWPAPERS AND MAGAZINES
INNOVATIONS:
Color
Slogans and trademarks
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MEDIA: PRINT AND RADIO Consumer movement
◦ Books – Upton Sinclair’s “The Jungle”
◦ Laws
INNOVATIONS (REACTION):◦ Long copy
◦ “Reasons why” advertising
◦ Credible spokespeople
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EXAMPLES OF EARLY RADIO ADS:
Mostly informational
Brisk Toothpaste (1940s)
Ting Pimple Cream (1950)
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MEDIA: PRINT, RADIO, BROADCAST TV
Sponsored programs “commercials”
INNOVATIONS (EXECUTION):
◦ Jingles
◦ Ad-libbed
◦ Program talent as spokespeople
◦ TV: demonstrations
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Judy Garland
Donna Reed
CELEBRITIESGeorge Burns
Bing Crosby
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1959
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1962
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EXAMPLES OF LATER RADIO ADS
Jingles
Tempo Cigarettes (early 1960s)
Lucky beer (1963)
Coke (next page)
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Lucky Strike Cigarettes
Marlboro Cigarettes
Westinghouse Refrigerator
Edsel Car (1958) [video]
Coke - Hilltop (1971)
Coke -- Mean Joe Green (1979)
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MEDIA: PRINT, RADIO,
TV (BROADCAST, CABLE) Unique Selling Propositions (USPs) Positioning Brand equity Segmentation
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ADVERTISING ICONS
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MEDIA: PRINT, TV, INTERNET, SOCIAL MEDIA
Proliferation of data sources
Not focused on claims or products
World Wide Web
Micro-targeting
SOCIAL MEDIA
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Ads are the cave art of the
twentieth century.
Marshall McLuhan
(professor)