advertising: the history. prehistory §1704 - first newspaper ad §1742 - first magazine ad §1842?...
Post on 20-Dec-2015
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ADVERTISING:
The History
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PREHISTORY
1704 - First Newspaper Ad
1742 - First Magazine Ad
1842? - (US) - First advertising agency1882 - Procter & Gamble Co.
begins advertising Ivory soap ($11,000)
1889 - (Canada) - First Canadian agency McKim -- sold newspaper space to advertisers
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1844
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1880
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1890
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1898
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1899
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SLOGANS1900 - 1929
MEDIA: NEWPAPERS AND MAGAZINES
INNOVATIONS:
Color
Slogans and trademarks
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1910
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1911
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1919
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1920s
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1920s
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1929
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RATIONALITY PERIOD 1930 - 1950MEDIA: PRINT AND RADIOConsumer movement
Books – Upton Sinclair’s “The Jungle” Laws
INNOVATIONS (REACTION): Long copy “Reasons why” advertising Credible spokespeople
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1940s
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1940s
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1940s
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EXAMPLES OF EARLY RADIO ADS:
Mostly informational
Pepsi Cola jingle
Brisk Toothpaste (1940s)
Ting Pimple Cream (1950)
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IMAGE PERIOD1950s - 1980
MEDIA: PRINT, RADIO, BROADCAST TV
Sponsored programs “commercials”
INNOVATIONS (EXECUTION):
Jingles
Ad-libbed
Program talent as spokespeople
TV: demonstrations
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Judy Garland
Donna Reed
CELEBRITIESGeorge Burns
Bing Crosby
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1950
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1959
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1960
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1962
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EXAMPLES OF LATER RADIO ADS
Jingles
Tempo Cigarettes (early 1960s)
Lucky beer (1963)
Coke (next page)
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TELEVISION ADS
Lucky Strike Cigarettes
Marlboro Cigarettes
Westinghouse Refrigerator
Edsel Car (1958) [video]
Coke - Hilltop (1971)
Coke -- Mean Joe Green (1979)
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SEGMENTATION PERIOD 1980 - 1999
MEDIA: PRINT, RADIO,
TV (BROADCAST, CABLE)
Unique Selling Propositions (USPs)
Positioning
Brand equity
Segmentation
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1980
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1990
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ADVERTISING ICONS
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MEDIA EXPANSION PERIOD2000 - ????
MEDIA: PRINT, BROADCAST, INTERNET
Proliferation of data sources
Not focused on claims or products
Micro-targeting
World Wide Web
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Quote of the day
Ads are the cave art of the twentieth
century.
Marshall McLuhan
(professor)