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Books > Business & Economics > Business & management > Ownership & organization of enterprises
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Modern Advertising and the Market for Audience Attention - The US Advertising Industry's Turn-of-the-Twentieth-Century Transition (Hardcover)
Loot Price: R4,557
Discovery Miles 45 570
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Modern Advertising and the Market for Audience Attention - The US Advertising Industry's Turn-of-the-Twentieth-Century Transition (Hardcover)
Series: Routledge Explorations in Economic History
Expected to ship within 12 - 17 working days
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Modern advertising was created in the US between 1870 and 1920 when
advertisers and the increasingly specialized advertising industry
that served them crafted means of reliable access to and knowledge
of audiences. This highly original and accessible book re-centers
the story of the invention of modern advertising on the question of
how access to audiences was streamlined and standardized. Drawing
from late-nineteenth and early-twentieth-century materials,
especially from the advertising industry's professional journals
and the business press, chapters on the development of print media,
billboard, and direct mail advertising illustrate the struggles
amongst advertisers, intermediaries, audience-sellers, and
often-resistant audiences themselves. Over time, the maturing
advertising industry transformed the haphazard business of getting
advertisements before the eyes of the public into a market in which
audience attention could be traded as a commodity. This book
applies economic theory with historical narrative to explain market
participants' ongoing quests to expand the reach of the market and
to increase the efficiency of attention harvesting operations. It
will be of interest to scholars of contemporary American
advertising, the history of advertising more generally, and also of
economic history and theory.
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