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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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The Rise of Advertising in the United States - A History of Innovation to 1960 (Hardcover, New)
Loot Price: R1,805
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The Rise of Advertising in the United States - A History of Innovation to 1960 (Hardcover, New)
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In this unique work of scholarship, Edd Applegate surveys the key
figures and events that transformed the American business landscape
from its colonial beginnings to that Mad Men moment when
advertising "went professional." In The Rise of Advertising in the
United States: A History of Innovation to 1960, Applegate traces
how the explosion of newspapers in the American colonies laid the
groundwork for the first advertising agents, leading to America's
first class of professional marketers. This entrepreneurial class
of new white-collar professionals thrived on innovation in the
quest for more publicity, larger clients, and greater sales. Some
of the thought-leaders in what remained a novel, ever-changing form
of communication include: * P. T. Barnum, master of the advertising
"gimmick" * Lydia Pinkham, queen of the patent medicine cure * John
Wanamaker, progenitor of modern retail advertising * Albert Lasker,
the formulator of "reason why" advertising * Stanley Resor, the
consummate market researcher * Elliott White Springs, the
groundbreaking purveyor of the sexual innuendo Applegate records
the achievements of these individuals and others up until 1960,
when advertising underwent a remarkable change, becoming a post-war
subject of study and scholarship in America's colleges and
universities. Written for those interested in learning about a
select group of movers and shakers in this key area of American
business, The Rise of Advertising in the United States should
appeal to anyone interested in American business history.
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