Cell Phone Advertising History

We thought is was important to look at how cell phones were advertised when they were first introduced into the market. With improvements in technology over the past 10 years, cell phones have changed drastically and so have the commercials. A lot has changed since the car phone when it was introduced in 1985. We thought it was interesting to look at the evolution of cell phone advertising and more specifically by each carrier past to present. Celebrity endorsers have played a large part in how cell phones are advertised due to their popularity and influence on consumers. Today, cell phones are just like small computers and can do just about anything. Advertisers position using product characteristics or benefits. Cell phone advertising has come a long way from car phones where the only function it had was to make or receive phone calls. Commercials today highlight features such as GPS, Camera, Internet, music player, take videos, download apps, and so much more. We will even start to see advertisements being sent to our cell phones. "Can you hear me now?"

Created by Author

Eli Cassis

Subject: Marketing and Advertising

Tags:at&t, cell phones, cingular, lg, motorola, nokia, samsung, sprint, tmobile, verizon

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Inside the Guide

History of Cell Phones
Positioning Strategies

Historical Advertisements and its Evolution
Ads on Cell Phones

The Beginning of Advertising by Carrier and How it is Today
Did You Know?

Celebrity Endorsers of Cell Phones

History of Cell Phones

History of Mobile Phones

http://en.wikipedia.org/wiki/History_of_mobile_phones

This history of mobile phones chronicles the development of radio telephone technology from two-way radios in vehicles to handheld cellular communicating devices.

History of Cell Phones and Martin Cooper

http://inventors.about.com/cs/inventorsalphabet/a/martin_cooper.htm

Following the April 3, 1973, public demonstration, using a "brick"-like 30-ounce phone, Cooper started the 10-year process of bringing the portable cell phone to market. Motorola introduced the 16-ounce "DynaTAC" phone into commercial service in 1983, with each phone costing the consumer $3,500. It took seven additional years before there were a million subscribers in the United States. Today, there are more cellular subscribers than wireline phone subscribers in the world, with mobile phones weighing as little as 3 ounces.

The Evolution of Cell Phone Design Between 1983-2009

http://www.webdesignerdepot.com/2009/05/the-evolution-of-cell-phone-design-between-1983-2009/

This is definitely a trip down memory lane. There are thousands of models of cell phones that have hit the streets between 1983 and now. Here are a few of the more popular and unusual ones to take you through the history of this device that most of us consider a part of our everyday lives. Also, make sure you check out the YouTube video of The Evolution of Mobile Phones.

Historical Advertisements and its Evolution

From advertising the actual product (the mobile phone) to creating a brand image by the mobile service provider.

The Evolution of Mobile Phones 1985 - Today

http://www.youtube.com/watch?v=fgBcGDO9WFk

The Evolution of Mobile Phones 1985 - Today

Click to Close Video Player

http://www.youtube.com/watch?v =fgBcGDO9WFk

Radio Shack Cell Phones - 1990

http://www.youtube.com/watch?v=694TX2lQ7Uo&feature=related

Radio Shack Cell Phones - 1990

Click to Close Video Player

http://www.youtube.com/watch?v =694TX2lQ7Uo&feature=relat ed

Motorola Infomercial circa 1997

http://www.youtube.com/watch?v=CP07YQodvCs&feature=related

Motorola Infomercial circa 1997

Click to Close Video Player

http://www.youtube.com/watch?v =CP07YQodvCs&feature=relat ed

A brief history of Various Phone Brands and its Evolution of both phones and advertising.

It is interesting to see just how cell phones have changed what features where considered advanced or a technological breakthrough. I remember owning my small Nokia phone and thinking that this is a good as it gets. Compare those Nokia ads and the features they advertise to the Samsung and Droid commercial, the change is just extraordinary

Nokia

Nokia over 10 years ago

http://www.youtube.com/watch?v=coga2Q9Xv_k&feature=related

Nokia over 10 years ago

Click to Close Video Player

http://www.youtube.com/watch?v =coga2Q9Xv_k&feature=relat ed

Nokia circa 1998

http://www.youtube.com/watch?v=0FAAid9J-Z0&feature=related

Nokia circa 1998

Click to Close Video Player

http://www.youtube.com/watch?v =0FAAid9J-Z0&feature=relat ed

Newer Nokia Ad circa 2005

http://www.youtube.com/watch?v=67npy7yD6QQ&feature=related

Newer Nokia Ad circa 2005

Click to Close Video Player

http://www.youtube.com/watch?v =67npy7yD6QQ&feature=relat ed

Samsung Omnia 2008

http://www.youtube.com/watch?v=oNsGeRLUI5Q

I really like this ad compared to other Nokia ads. It really shows just how cell phones have advanced and just the features that Nokia was advertising seem almost silly with the technology that most phones have today. I also liked that it doesn't advertise for the carrier is just about the phone.

Samsung Omnia 2008

Click to Close Video Player

http://www.youtube.com/watch?v =oNsGeRLUI5Q

Motorala's Droid's iDon't

http://www.youtube.com/watch?v=NuiRilpBwfc

This is an exceptionally great ad. It not only compares itself to the Apple iPhone well, but it doesn't even show phone itself and yet consumers still know what the product is.

Motorala's Droid's iDon't

Click to Close Video Player

http://www.youtube.com/watch?v =NuiRilpBwfc

This is an exceptionally great ad. It not only compares itself to the Apple iPhone well, but it doesn't even show phone itself and yet consumers still know what the product is.

The Beginning of Advertising by Carrier and How it is Today

This is a look at the three most popular cell phone carriers, Verizon Wireless, Sprint, and AT&T. It is interesting to note that despite the change in time and technology, the overall message is the same. They all are in some way showing consumers the benefits of choosing their company. They advertise reliability, functionality, coverage, and service plans. There are many different versions of the ad below; these are just examples of how each of the three companies have evolved their advertisements.

Verizon Wireless

Bell Atlantic circa 1997

http://www.youtube.com/watch?v=q3XqrQo7K4g&feature=related

This commercial feature from USC Basketball coach Eddie Fogler, but this ad focus only on Bell Atlantic the carrier and the service that they provide. Bell Atlantic would eventually become Verizon Wireless in a merger.

Bell Atlantic circa 1997

Click to Close Video Player

http://www.youtube.com/watch?v =q3XqrQo7K4g&feature=relat ed

"Can You Hear Me Now?"

http://www.youtube.com/watch?v=OPwPo-IAQ-E&feature=related

This was the very first commercial to feature the "Verizon Guy" in 2002.

"Can You Hear Me Now?"

Click to Close Video Player

http://www.youtube.com/watch?v =OPwPo-IAQ-E&feature=relat ed

This was the very first commercial to feature the "Verizon Guy" in 2002.

"There's a Map for that"

http://www.youtube.com/watch?v=VZPjJI0K7Bk

Verizon has recently introduced the an ad campaign comparing their coverage map to AT&T

"There's a Map for that"

Click to Close Video Player

http://www.youtube.com/watch?v =VZPjJI0K7Bk

Verizon has recently introduced the an ad campaign comparing their coverage map to AT&T

AT&T

AT&T's "Girls Just Wanna Have Fun"

http://www.youtube.com/watch?v=e-CPeY2rNIw&feature=related

An early AT&T commercial that features its mobile service.

AT&T's "Girls Just Wanna Have Fun"

Click to Close Video Player

http://www.youtube.com/watch?v =e-CPeY2rNIw&feature=relat ed

An early AT&T commercial that features its mobile service.

AT&T Global Network

http://www.youtube.com/watch?v=Z5itTXbm0MU&feature=related

An AT&T ad that was featured during the 2002 Olympics. Focuses on the service by the company not the phones.

AT&T Global Network

Click to Close Video Player

http://www.youtube.com/watch?v =Z5itTXbm0MU&feature=relat ed

An AT&T ad that was featured during the 2002 Olympics. Focuses on the service by the company not the phones.

AT&T Merging with Cingular

http://www.youtube.com/watch?v=DR26BZUo3Dk

One of the many similar ads that AT&T launched when they merged with Cingular in 2004

AT&T Merging with Cingular

Click to Close Video Player

http://www.youtube.com/watch?v =DR26BZUo3Dk

One of the many similar ads that AT&T launched when they merged with Cingular in 2004

AT&T Hidden Bars Commercial

http://www.youtube.com/watch?v=dN9grplnKc4&feature=related

AT&T ad that featured the hidden signal bars in the background. These commercials where a mainstay between 2006-2008. The particular ad features a song called "Falling in Love at a Coffee Shop" by Landon Pigg.

AT&T Hidden Bars Commercial

Click to Close Video Player

http://www.youtube.com/watch?v =dN9grplnKc4&feature=relat ed

Sprint

Sprint PCS Compilation of Ads

http://www.youtube.com/watch?v=ZvSnGPsiT_w

This video was given with every cell phone purchase made by Sprint customers. It features several clips from different ads that Sprint aired during the late 90s and early 2000s.

Sprint PCS Compilation of Ads

Click to Close Video Player

http://www.youtube.com/watch?v =ZvSnGPsiT_w

This video was given with every cell phone purchase made by Sprint customers. It features several clips from different ads that Sprint aired during the late 90s and early 2000s.

Sprint Fair and Flexible Plans

http://www.youtube.com/watch?v=ZG-VB5xb6KM&feature=related

This ad was ran after Sprint dropped the PCS from their name and began advertising their "Fair and Flexible" plans. The video owner has stated that Chiat Day created the ad.

Sprint Fair and Flexible Plans

Click to Close Video Player

http://www.youtube.com/watch?v =ZG-VB5xb6KM&feature=relat ed

This ad was ran after Sprint dropped the PCS from their name and began advertising their "Fair and Flexible" plans. The video owner has stated that Chiat Day created the ad.

Sprint Crime Deterrent

http://www.youtube.com/watch?v=G4O4f6FKYyc&feature=related

This sprint ad aired in the 2006 Super Bowl. It began airing shortly after Sprint acquired Nextel.

Sprint Crime Deterrent

Click to Close Video Player

http://www.youtube.com/watch?v =G4O4f6FKYyc&feature=relat ed

This sprint ad aired in the 2006 Super Bowl. It began airing shortly after Sprint acquired Nextel.

The "Now Network"

http://www.youtube.com/watch?v=ImAD8BOBOhw

This is Sprints new advertising campaign with the new slogan the "Now Network".

The "Now Network"

Click to Close Video Player

http://www.youtube.com/watch?v =ImAD8BOBOhw

This is Sprints new advertising campaign with the new slogan the "Now Network".

Celebrity Endorsers of Cell Phones

This section is filled with pictures and videos of celebrities who advertise for cell phones. Using celebrities in a commercial can be very beneficial because they attract attention. It is very interesting to see how much their popularity influences consumers attitudes. Consumers will see their favorite celebrities with a particular cell phone and will be convinced that they have to have the same cell phone as their favorite celebrity, which also helps convince consumers of product performance.

Jeremy Piven

Jeremy Piven, who stars as Ari Gold is known for always being on his cell phone. He also started out his career advertising for Cincy Bell.

Nick Lachey Cincinnati Bell Commercial

http://www.youtube.com/watch?v=A-b0I0boS4g

Nick Lachey Cincinnati Bell Commercial

Click to Close Video Player

http://www.youtube.com/watch?v =A-b0I0boS4g

AT&T promotes Avatar to promote phone

http://www.youtube.com/watch?v=N9vABnLAoo0

In this commercial, AT&T is promoting their new LG projector phone. The guy projects a quick scene from the movie Avatar to show off the phone. While this isn't a celebrity endorsement, AT&T used one of the biggest movies out there to appeal to their audience.

AT&T promotes Avatar to promote phone

Click to Close Video Player

http://www.youtube.com/watch?v =N9vABnLAoo0

Ozzy Osbourne in Samsung Commercial

http://www.youtube.com/watch?v=HG77Sm1ALQY

This commercial involves Ozzy Osbourne, a Samsung phone, and a monkey

Ozzy Osbourne in Samsung Commercial

Click to Close Video Player

http://www.youtube.com/watch?v =HG77Sm1ALQY

This commercial involves Ozzy Osbourne, a Samsung phone, and a monkey

T-Mobile myTouch 3G

http://www.youtube.com/watch?v=JLU2_w91QEU&feature=player_embedded

T-Mobile myTouch 3G

Click to Close Video Player

http://www.youtube.com/watch?v =JLU2_w91QEU&feature=playe r_embedded

Fave 5 Commercial for T-Mobile with Barkley and Wade

http://www.youtube.com/watch?v=TRqXptJZbPo&feature=related

Fave 5 Commercial for T-Mobile with Barkley and Wade

Click to Close Video Player

http://www.youtube.com/watch?v =TRqXptJZbPo&feature=relat ed

Mary J Blige AT&T Commercial

http://www.youtube.com/watch?v=Usw4c7bdqcA

Mary J Blige AT&T Commercial

Click to Close Video Player

http://www.youtube.com/watch?v =Usw4c7bdqcA

Mariah Carey AT&T Commercial

http://www.youtube.com/watch?v=wgpOJswqEqY

Mariah Carey AT&T Commercial

Click to Close Video Player

http://www.youtube.com/watch?v =wgpOJswqEqY

Peyton Manning Sprint Commercial

http://www.youtube.com/watch?v=2G0loI0Jn5M

Peyton Manning Sprint Commercial

Click to Close Video Player

http://www.youtube.com/watch?v =2G0loI0Jn5M

Jeremy Mayfield Nextel Commercial

http://www.youtube.com/watch?v=WBtvnCpryX0

Jeremy Mayfield Nextel Commercial

Click to Close Video Player

http://www.youtube.com/watch?v =WBtvnCpryX0

Lauren Conrad AT&T Wireless Commercial with Brody Jenner

http://www.youtube.com/watch?v=Fz34k5C9G04

Well LC is back on TV, teaming up with AT&T yet again for a cheeky commercial for the LG Shine. As you'll see from the commercial below, the sleek Shine is ideal for checking your makeup. . . and for checking out girls. But it also comes with a 2-megapixel camera and camcorder (with flash), a music player, and mobile email. All this for only $50 after the mail-in rebate.

Lauren Conrad AT&T Wireless Commercial with Brody Jenner

Click to Close Video Player

http://www.youtube.com/watch?v =Fz34k5C9G04

Positioning Strategies

Using some of the different strategies we learned in class, how do the different cell phone commercials advertise their products through positioning.

AT&T Commercial by Positioning

http://www.youtube.com/watch?v=LS7GlwS0tYs

In this commercial, Luke Wilson is showing that he can download a picture faster using AT&T rather than Verizon, thus essentially "taking a shot" at Verizon in this commercial to push their (AT&T) product.

AT&T Commercial by Positioning

Click to Close Video Player

http://www.youtube.com/watch?v =LS7GlwS0tYs

Verizon "There's a Map for that"

http://www.youtube.com/watch?v=ECF-tBIK6pw&feature=related

Similar to the ad in the Verizon section above, just another example of how Verizon is comparing themselves to AT&T

Verizon "There's a Map for that"

Click to Close Video Player

http://www.youtube.com/watch?v =ECF-tBIK6pw&feature=relat ed

Similar to the ad in the Verizon section above, just another example of how Verizon is comparing themselves to AT&T

AT&T Unused Minutes

http://www.youtube.com/watch?v=HTHCCsDx4Eo&feature=related

AT&T Unused Minutes

Click to Close Video Player

http://www.youtube.com/watch?v =HTHCCsDx4Eo&feature=relat ed

Verizon Maps in the Olympics

http://www.youtube.com/watch?v=kjjvKbOoD74&feature=channel

With the Verizon vs. AT&T wars that started recently, Verizon made a great move by using the Olympics and airing this ad during these past Olympic games.

Verizon Maps in the Olympics

Click to Close Video Player

http://www.youtube.com/watch?v =kjjvKbOoD74&feature=chann el

With the Verizon vs. AT&T wars that started recently, Verizon made a great move by using the Olympics and airing this ad during these past Olympic games.

AT&T vs. Verizon vs. T-Mobile

http://www.youtube.com/watch?v=QyxLW7f6re4

This is a speed test between AT&T, Verizon, and T-Mobile. I thought this was a great video to share with everyone since speed and service are main selling points in ads for cell phone.

AT&T vs. Verizon vs. T-Mobile

Click to Close Video Player

http://www.youtube.com/watch?v =QyxLW7f6re4

This is a speed test between AT&T, Verizon, and T-Mobile. I thought this was a great video to share with everyone since speed and service are main selling points in ads for cell phone.

Ads on Cell Phones

Mobile phones are likely to become soon the most important mass medium ever existed. Mobile phones, just like any other media, also appeal advertisers, and their use in order to promote products and services is far from being unnoticed.

Mobile Phones As Mass Media: Advertising Models And The Creative Challenge

http://www.masternewmedia.org/media/mobile-phones/mobile-phones-as-mass-media-white-paper-part-3-20070720.htm

Will mobile be an advertising platform? Will mobile be part of redefining what advertising is? The answer to that is absolutely. The rules have changed.

Dialing into your cell phone with ads

http://money.cnn.com/2007/05/29/magazines/business2/ads_mobile.biz2/index.htm

Ads like this one are coming soon to a cell phone near you. Soon, ads on your mobile phone will be as commonplace as Web pop-up ads were in their heyday. Your cell phone's three-inch screen has been hyped as the billboard of the future since the late '90s. What's changed is that it's no longer just startups trying to push the market forward.

Did You Know?

The first truly mobile phone device was invented by Motorola and the device was named as DynaTAC 8000X.
The first clamshell was introduced in 1996 and was also the first phone with a vibrate function.
In 1998, more mobile phones were sold worldwide than cars and PCs combined.
1.9 trillion text messages were sent worldwide in 2007.
The first multi-touch screen phone was the Apple iPhone in 2007.
The average American cell phone user owns three (3) or more expired cell phones.
The most common texted word is not a word, but rather the letter “r”.
If you think your cell phone volume is lowering over time, check the holes that cover the speaker. Most phones have almost a full ounce of ear wax and dirt build up.
If you have a Nokia mobile set and you are going out of battery and also you are expecting a very important call. Do not worry, simply by dialing the code *3370# , the battery of your Nokia set will upgrade up to 50% by using a built-in reserve battery.

Comments

Sarah Stevens (4 months ago)

I think the content on your all's guide is great! Technology really has changed in the last several years, especially in the cell phone market, so I can only imagine how hard it is for advertisers to keep up with this; much different from when they first started advertising for cell phones! Even though this is the case, they still find ways to make ads intriguing and to make everyone want the "coolest" and latest item! Good work!

Neal Humphrey (4 months ago)

It's interesting to see that even though technology has advanced so much and the size of cell phones has gone down the talking points in Cell phone advertisements remains more or less the same. Network clarity and signal coverage are just as important to consumers today as it was 20 years ago..

Clemens Wagner (4 months ago)

We can see on the cell phone ads that the technolgical change is very fast today. In my opinion the cell phone sector is one of the fastest changing sectors in the world and I am looking forward to see new evolutions.

Jaramy Carmody (4 months ago)

I thought this was one of the best presentations and funniest. The evolution from 10 lb brick to cell phones of today was pretty interesting. And I liked how this group found a common thread in the ads through the years.

Tiffany Myers (4 months ago)

It's nice how cell phone companies use different advertising tactics to compete with each other. I see that they have used several different celebrities in their ads. Some of the funniest commercials are when AT&T and Verizon are competing against each other. The evolution of cell phones is very interesting because I like to see how far technology has come throughout the decades.

Elizabeth Capannari (4 months ago)

The evolution of the mobile phone was really interesting. I really liked seeing what they envision for the future. My first memory of a mobile phone was on Saved by the Bell. Zach always used to get in trouble for having his. What is everyone else's first memory?

Katelin Morrissey (4 months ago)

Great page... there was a lot of neat information and it was funny to travel back in time with the cell phone. The evolution of the cell phone is absolutely crazy, I can't even imagine what is still coming in our future! My very first phone was a nokia. It was huge and had the game snake on it (which was my absolute favorite). Now we can serf the web, talk and text at the same time, call internationly... sooo crazy.

Chad Fessenden (4 months ago)

So many interesting things on this guide. The evolution of the cell phone itself is really amazing. How we got from the huge original designs to the compact, do everything models of today is crazy. It was also neat to look at the different ad campaigns the various providers use and how they evolved. Cell phone advertising is huge today, you see some kind of ad almost any time you watch TV so it is interesting to see how the signature ads for each company started out.

Bethany Kauffman (4 months ago)

I loved this guide - it's like a time warp. I remember first calling them car phones, and it took me a long time to start calling them cell phones! Now there are blackberries, smart phones, and "texting" phones that each encompass so many different capabilities. It makes you wonder, what else is left for the future?

Michael Hayes (4 months ago)

Wow. Cell phones have a long way. I really like your "Did You Know?" section. It's also nice to see that there is some good competition within the cell phone industry.

Eli Cassis (4 months ago)

Thanks for all your comments so far guys. I'm glad to see that you are all enjoying what we have put together. As we were beginning this page, it became very difficult to separate the advertisements from focusing on the history and technology. So as we started to compile ads and other resources it all started to fall together and we realized we needed to focus on both issues and I think we have done that very well. Please look through everything and watch all the ads and other videos we have and let us know just how we did when comparing the ads as opposed to just the technology changes.

Lindsey Gilkey (4 months ago)

This was a very interesting page. I thought the video you put on about the evolution of mobile phones was very cool. I did not realize that some phones in the past were designed based off of gadgets seen in movies. It was also interesting to see possible phone in the future. Also, it was crazy to see that 1.7 trillion text messages were sent in 2007.

Laura Becker (4 months ago)

I think its crazy how much cell phones have changed through out the years. This guide does a good job of showing the change and its really interesting. I think its smart of cell phone companies to use celebrities as endorsers because to a consumer they feel like that phone is the best!

Christine Zapf (4 months ago)

The fact that cell phones have changed so much over the years, but the message is mostly the same in the advertising is interesting- people always want the same thing. I also really enjoyed the "Did You Know" section, it was fun to read all those facts!