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)

TELEVISION ADS

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, BROADCAST,

INTERNET

Proliferation of data sources

Not focused on claims or products

Micro-targeting

World Wide Web

Ads are the cave art of the

twentieth century. Marshall McLuhan

(professor)