Edd Applegate

The Rise of Advertising in the United States (eBook, ePUB)

A History of Innovation to 1960

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury eBooks US
• Seitenzahl: 210
• Erscheinungstermin: 17. August 2012
• Englisch
• ISBN-13: 9780810884076
• Artikelnr.: 38233024

Autorenporträt

Edd Applegate is professor emeritus of Middle Tennessee State University, USA. He has taught undergraduate and graduate courses in advertising and mass communications for more than 30 years. His numerous publications include The Rise of Advertising in the United States and Cases in Advertising and Marketing Management (with Art Johnsen). He has been honored with fellowships and grants from organizations including the Donald and Geraldine Hedberg Foundation, the Direct Marketing Educational Foundation, the Annenberg Washington Program, the Freedom Forum Media Studies Center, the Gannett Foundation, the Missouri Commission on Humanities, and the National Endowment for the Humanities, among others.

Inhaltsangabe

Dedication
Acknowledgments
Introduction
Chapter 1. Colonial America and Advertising
Chapter 2. The First Advertising Agents in the United States
Chapter 3. P.T. Barnum and His Influence on Advertising
Chapter 4. Lydia Pinkham and Her Vegetable Compound: The Advertising of a
Patent Medicine
Chapter 5. John Wanamaker and Retail Advertising
Chapter 6. Albert Lasker and the Lord & Thomas Advertising Agency's
Influence on Advertising
Chapter 7. The Rise of Procter & Gamble and the Advertising of Ivory Soap
Chapter 8. Elliott White Springs and the mid-1900s Advertising Campaign for
the Springs Cotton Mills
Chapter 9. Stanley B. Resor and the J. Walter Thompson Company: 1908-1961
Chapter 10. The Development of Advertising Education in the United States:
A Brief History
Selected Bibliography
Index
About the Author