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”
EVOLUTION
1800 - 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
1844
1850
1854
1860
1880
1890
1898
1899
CREATIVE DEVELOPMENT
1900 - 1929
MEDIA: NEWPAPERS AND MAGAZINES
INNOVATION: COLOR
 Slogans, trademarks and jingles
 Hard sell appeals
1910
1911
1919
1920s
1920s
1929
CREDIBILITY DEVELOPMENT
1930 - 1950
MEDIA: PRINT AND RADIO
 Public reactions to hard sell

Consumer movement
• Books – Upton Sinclair’s “The Jungle”
• Laws

INNOVATIONS (REACTION):
• Long copy
• “Reasons why” advertising
• Use of credible spokespeople
1940s
1940s
1940s
EXAMPLES OF EARLY RADIO ADS:
Mostly informational
Pepsi Cola jingle
Brisk Toothpaste (1940s)
Ting Pimple Cream (1950)
HUMOR AND TV
1950s - 1980
MEDIA: PRINT, RADIO, BROADCAST TV
 Sponsored programs  “commercials”
INNOVATIONS (EXECUTION):

Jingles

Ad-libed

Program talent as spokespeople

TV: demonstrations
CELEBRITIES
George Burns
Judy Garland
Bing Crosby
Donna Reed
1950
1959
1960
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)
PLANNING
1980 - 1999
MEDIA: PRINT, RADIO,
TV (BROADCAST, CABLE)
 Unique Selling Propositions (USPs)
 Positioning
 Brand equity
 Segmentation
1980
1990
 ADVERTISING ICONS
MEDIA EXPANSION
2000 - ????
MEDIA: PRINT, BROADCAST, INTERNET
 Proliferation of data sources
 Not focused on claims or products
 Microtargeting
 World Wide Web
Quote of the day
Ads are the cave art of the twentieth
century.
 Marshall McLuhan
(professor)