ADVERTISING: The History
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Transcript of ADVERTISING: The History
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: PRINT AND RADIO Consumer movement
• Books – Upton Sinclair’s “The Jungle”• Laws
INNOVATIONS (REACTION):• Long copy• “Reasons why” advertising• Credible spokespeople
MEDIA: PRINT, RADIO, BROADCAST TV Sponsored programs
“commercials”INNOVATIONS (EXECUTION):
• Jingles
• Ad-libbed
• Program talent as spokespeople
• TV: demonstrations
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
MEDIA: PRINT, BROADCAST,
INTERNET
Proliferation of data sources
Not focused on claims or products
Micro-targeting
World Wide Web