3.1 Emergence of radio and television advertising

The 20th century saw radio and TV transform advertising. Radio's rise in the 1920s brought ads into homes, using sound to captivate audiences. Soap companies pioneered sponsorships, integrating products into popular shows like "The Lone Ranger."

TV commercials exploded in the 1950s, combining sight and sound for maximum impact. Iconic campaigns like the Marlboro Man were born, while new formats like infomercials and product placement emerged. These mediums revolutionized how brands connected with consumers.

Rise of Radio Advertising

Early Development and Impact of Radio Advertising

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• Radio advertising emerged in the 1920s as a revolutionary marketing medium
• Advertisers quickly recognized radio's potential to reach mass audiences in their homes
• Soap companies like Procter & Gamble became early radio advertisers (sponsoring soap operas)
• Radio advertising allowed for more creative and engaging content compared to print ads
• Advertisers could leverage sound effects, music, and voice acting to create memorable campaigns

The Golden Age of Radio and Sponsorship Models

• Golden Age of Radio spanned from the 1930s to the 1950s, marking radio's peak popularity
• Sponsorship became the dominant model for radio advertising during this era
• Companies would sponsor entire programs, integrating their products into show content
• Popular shows like "The Lone Ranger" (sponsored by General Mills) and "Fibber McGee and Molly" (sponsored by Johnson's Wax) exemplified this approach
• Sponsorship allowed brands to closely associate themselves with popular entertainment
• Advertisers gained significant control over program content and scheduling

Evolution of Radio Advertising Techniques

• Jingles emerged as a powerful tool for radio advertisers in the 1940s
• Short, catchy musical phrases helped brands stick in listeners' minds (Pepsi-Cola hits the spot)
• Spot advertisements became more common, allowing multiple advertisers to buy time within a program
• Live announcer readings transitioned to pre-recorded commercials for consistency
• Radio networks developed sophisticated audience measurement techniques to attract advertisers

Emergence of Television Commercials

Early Television Advertising and its Rapid Growth

• Television commercials debuted in the late 1940s as TV sets became more common in households
• Bulova Watch Company aired the first TV commercial in 1941 during a baseball game
• TV advertising spending surpassed radio by the mid-1950s due to its visual appeal
• Advertisers adapted radio techniques to the new medium, incorporating visual elements
• Early TV commercials often featured live demonstrations of products (Westinghouse appliances)

The Golden Age of Television and Commercial Innovation

• Golden Age of Television lasted from the 1950s to the 1960s, revolutionizing advertising
• Iconic campaigns like Marlboro Man and Tony the Tiger were born during this period
• Color TV introduction in the 1960s expanded creative possibilities for advertisers
• 30-second and 60-second commercial formats became industry standards
• Advertisers began targeting specific demographics based on TV show audiences

Diversification of Television Advertising Formats

• Infomercials emerged in the 1980s as longer-form commercials, often running for 30 minutes
• Infomercials allowed for detailed product demonstrations and testimonials (Ginsu knives)
• Product placement became increasingly sophisticated in TV shows and movies
• Advertisers paid to have their products featured organically within content (Reese's Pieces in E.T.)
• Political advertising on television grew in importance, especially during election seasons
• The rise of cable TV in the 1980s created new niche advertising opportunities