 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
CELEBRITIES
George Burns
Judy Garland
Donna Reed
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)