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

MEDIA: NEWPAPERS AND MAGAZINES

INNOVATIONS:

Color

Slogans and trademarks

MEDIA: PRINT AND RADIO Consumer movement

◦ Books – Upton Sinclair’s “The Jungle”

◦ Laws

INNOVATIONS (REACTION):◦ Long copy

◦ “Reasons why” advertising

◦ Credible spokespeople

EXAMPLES OF EARLY RADIO ADS:

Mostly informational

Brisk Toothpaste (1940s)

Ting Pimple Cream (1950)

MEDIA: PRINT, RADIO, BROADCAST TV

Sponsored programs “commercials”

INNOVATIONS (EXECUTION):

◦ Jingles

◦ Ad-libbed

◦ Program talent as spokespeople

◦ TV: demonstrations

Judy Garland

Donna Reed

CELEBRITIESGeorge Burns

Bing Crosby

1959

1962

EXAMPLES OF LATER RADIO ADS

Jingles

Tempo Cigarettes (early 1960s)

Lucky beer (1963)

Coke (next page)

Lucky Strike Cigarettes

Marlboro Cigarettes

Westinghouse Refrigerator

Edsel Car (1958) [video]

Coke - Hilltop (1971)

Coke -- Mean Joe Green (1979)

MEDIA: PRINT, RADIO,

TV (BROADCAST, CABLE) Unique Selling Propositions (USPs) Positioning Brand equity Segmentation

ADVERTISING ICONS

MEDIA: PRINT, TV, INTERNET, SOCIAL MEDIA

Proliferation of data sources

Not focused on claims or products

World Wide Web

Micro-targeting

SOCIAL MEDIA

Ads are the cave art of the

twentieth century.

Marshall McLuhan

(professor)