eBook - ePub
The Rise of Advertising in the United States
A History of Innovation to 1960
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
About this book
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.
• 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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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access The Rise of Advertising in the United States by Edd Applegate in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Title Page
- Acknowledgments
- Introduction
- Colonial America and Advertising
- The First Advertising Agents in the United States
- P. T. Barnum and His Influence on Advertising
- Lydia Pinkham and Her Vegetable Compound: The Advertising of a Patent Medicine
- John Wanamaker and Retail Advertising
- Albert Lasker and the Lord & Thomas Advertising Agency’s Influence on Advertising
- The Rise of Procter & Gamble and the Advertising of Ivory Soap
- Elliott White Springs and the Mid-Twentieth-Century Advertising Campaign for the Springs Cotton Mills
- Stanley B. Resor and the J. Walter Thompson Company: 1908–1961
- The Development of Advertising Education in the United States: A Brief History
- Selected Bibliography
- Index
- About the Author