3. 1729: Benjamin Franklin begins publication of Pennsylvania Gazette
4. Introduced addition of graphic elements, larger headlines and multiple fonts into advertising for more visual appeal
5.
6. Ads a conglomeration of products and offers aimed at the wealthy and literate Source: Advertising Society & Review, Volume 11, Issue 1, 2010 E-ISSN: 1534-7311 DOI: 10.1353/asr.0.0046
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8. 1841: Volner B. Palmer becomes the first media buyer, contracting with newspapers at a discount and reselling space to advertisers
19. Illustrations common by late 1800’s Source: http://www.vintageadbrowser.com/clothes-ads-1800s
20. Advertising History in America Front of an advertising pamphlet from Charlotte doctor, c. 1897 Source: Duke Digital Collections, http://library.duke.edu/digitalcollections/eaa.A0413/pg.3/
21. Advertising History in America Photograph from an advertising pamphlet from Charlotte doctor, c. 1897 Source: Duke Digital Collections, http://library.duke.edu/digitalcollections/eaa.A0413/pg.3/
22. Advertising History in America 1900’s and the Industrial Age Manufacturers switch focus from production to selling, and easy access to goods shifts American emphasis to consumption. 1915: W. K. Kellogg spends over $1 million on advertising. 1920: KDKA Pittsburgh becomes the first radio station to broadcast in the U.S. 1922: The first radio ad runs on WEAF New York. The ad, for a new apartment complex in the city, generates thousands of $$$ in sales. Radio introduces the spoken word, music and jingles. 1923/4: “Eveready Hour” becomes the first radio entertainment program to be sponsored by an advertiser. Lux radio commercial from OldTimeRadioFans.com: http://www.oldtimeradiofans.com/old_radio_commercials/lux_toilet_soap.php
23. Advertising History in America Key Concepts of the 20th Century Consumer packaged goods: Consumer luxury and convenience goods produced in mass quantities. Product differentiation: The effort by manufacturers to portray their brands as different from, and better than, the competition. Unique selling proposition (USP): Concept introduced by Rosser Reeves of the Ted Bates agency. The USP identifies the features that differentiate a company’s products from competitors, the “reason why” a person would buy it. Market segmentation: unique groups of people addressed through specialized products. Positioning: Associating a brand with a particular set of needs ranking high on consumers’ priority lists Demarketing: Advertising efforts to slow the demand for a product
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25. Full-color ads more common in magazinesSource: http://www.vintageadbrowser.com/food-ads-1900s
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27. Ad asks the consumer to look for the trademark on each packageSource: http://www.vintageadbrowser.com/food-ads-1900s
33. 1932: George Gallup joins Young & Rubicam, develops popular poll.
34. 1938: Radio surpasses magazines in advertising revenues.
35. 1939: First TV program airs, a college baseball game, via NBC.
36. 1947: JWT becomes the first agency with > $100 million billings.
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38. Still advertising the baby foodSource: http://library.duke.edu/digitalcollections/mma.MM0854/pg.1/
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40. Convenience treat of the wealthy?Source: http://www.vintageadbrowser.com/food-ads-1940s/4
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42. The advertiser paid for production and broadcast of the showsSource: Free OTR Shows, www.freeotrshows.com
43. Advertising History in America Mid 1950’s to 1990: TV Reigns And life is very, very good for ad agencies…. 1963: “The Pepsi Generation” campaign kicks off the cola wars. 1967: Mary Wells becomes the first woman to head a major ad agency – Wells, Rich, Greene. 1971: Congress bans broadcast advertising for cigarettes. 1980: Ted Turner launches CNN. 1981: MTV goes live. 1982: The Gannett Co. debuts USA Today.
49. Valued sales results. “If it doesn’t sell, it isn’t creative.” 2 Mini documentary: http://www.youtube.com/watch?v=VsLv2-odaUA American Express commercial with Muppets: http://www.youtube.com/watch?v=23Pma0SK_y8 1 “Creativity in Advertising,” Advertising & Society Review, 2007. E-ISSN 1154-7311 2 Brainyquote.com, David Ogilvy quotes
50. One of David Ogilvy’s famous ads: Rolls Royce Ogilvy used more copy than his peers Source: http://www.robertrosenthal.com
51. One of David Ogilvy’s famous ads: Schweppes Source: http://intuart.com/dotcommune/advertising/adsample.html
52.
53. Introduced the “Chicago school” of advertising, sentimental ads that appealed to Mid-Western values 2“When to Take My Name Off the Door” Speech: http://www.youtube.com/watch?v=7WUxb8YB88o Early Tony the Tiger (Frosted Flakes) commercial: http://www.youtube.com/watch?v=f6sw39pPrr8 Tony The Tiger commercial 1990: http://www.youtube.com/watch?v=6KpSgIDQF1Y 1 “Creativity in Advertising,” Advertising & Society Review, 2007. E-ISSN 1154-7311 2 AdAge.com, The Advertising Century, 1999 & 2005
54. Advertising History in America Interesting TV commercials of the era… Westinghouse LIVE commercial, 1950’s http://www.youtube.com/watch?v=--qQoY8o-0c Pepsi Generation commercial, 1960’s http://www.youtube.com/watch?v=QWQkf0w5JR4 Ads for televisions from the 1960’s http://www.classictvads.com/classicindex.shtml Oscar Mayer bologna ial, 1970’s http://www.youtube.com/watch?v=rAznsU_LgA8 McDonald’s, 1970’s http://www.youtube.com/watch?v=en4muUSIRT4 Wendy’s “Where’s the Beef” ad, 1980’s http://www.youtube.com/watch?v=Ug75diEyiA0 FedEx, 1980’s http://www.youtube.com/watch?v=NeK5ZjtpO-M
59. 2001: Over 30 million domain names registered, mostly by companies (.com) 5
60. 2003: 10 years after introduction of the internet, number of global users stands at 700+ million 6http://thelongestlistofthelongeststuffatthelongestdomainnameatlonglast.com/first66.html www.webdesignerdepot.com Internet Society, www.isoc.com Global Village Online
61.
62. 2003: MySpace introduced. By 2006, the world’s most popular social site 4
63. 2004: Facebook, a social site for Harvard students only, debuts 44 www.webdesignerdepot.com
64.
65. 2009: Facebook overtakes Myspace as most used social medium
66. 2010: Facebook hits 500 million registered users, overtakes Google for most visited site (total page views)
68. Advertising History in America Today… Advertising gets more targeted every day. Advertisers want to reach only the consumers who best fit their message, and they want to be able to measure results 24/7. Source: FTC roundtable on privacy http://www.ftc.gov
69. Advertising History in America Today… Advertisers try increasingly multi-media approaches to reach consumers, using traditional and new media. Banner advertising with video: http://www.cmgadvertising.com/adsamples/v_hennessy.html Social contest + TV: http://www.youtube.com/watch?v=4rsEnwKrsvc Billboard + mobile: Magazine + video:
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71. Advertising History in America Today… Consumers spend as much time with new media as traditional media, so advertising adapts. Cell phone app with ad that expands when user interacts SMS/text offers based on geographic location of user Source: IAB Guide to Mobile, http://www.iab.net/media/file/mobile-buyers-guide-web.pdf
73. Advertising History in America The Future … Will ads be able to “see” us? Will advertisers, agencies and media figure out how to target ads to individuals? Where do you think advertising is going?
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