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ADVERTISING: The History

ADVERTISING: The History. PREHISTORY Before 1800. 1704 - First Newspaper Ad Long Island estate in the Boston News-Letter. 1742 - First Magazine Ad Benjamin Franklin’s “General Magazine” . INFORMATION PERIOD 1800 - 1899. MEDIA: NEWSPAPERS AND LEAFLETS

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ADVERTISING: The History

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  1. ADVERTISING: The History

  2. PREHISTORYBefore 1800 • 1704 - First Newspaper Ad • Long Island estate in the Boston News-Letter. • 1742 - First Magazine Ad • Benjamin Franklin’s “General Magazine”

  3. INFORMATION PERIOD1800 - 1899 MEDIA: NEWSPAPERS AND LEAFLETS • 1842? - (US) - First advertising agency • Volney Palmer • 1869? - (US) - First copy and art services • NW Ayer • 1882 - Procter & Gamble Co. • begins advertising Ivory soap ($11,000) • 1889 - (Canada) - First Canadian agency • McKim -- sold newspaper space to advertisers

  4. 1844

  5. 1850

  6. 1854

  7. 1860

  8. 1880

  9. 1890

  10. 1898

  11. 1899

  12. SLOGANS1900 - 1929 MEDIA: NEWPAPERS AND MAGAZINES INNOVATIONS: • Color • Slogans and trademarks

  13. 1910

  14. 1911

  15. 1919

  16. 1920s

  17. 1920s

  18. 1929

  19. 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

  20. 1940s

  21. 1940s

  22. 1940s

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

  24. IMAGE PERIOD1950s - 1980 MEDIA: PRINT, RADIO, BROADCAST TV • Sponsored programs  “commercials” INNOVATIONS (EXECUTION): • Jingles • Ad-libbed • Program talent as spokespeople • TV: demonstrations

  25. CELEBRITIES George Burns Bing Crosby Judy Garland Donna Reed

  26. 1950

  27. 1959

  28. 1960

  29. 1962

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

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

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

  33. 1980

  34. 1990

  35. ADVERTISING ICONS

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

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