The Rise of Advertising in the United States: A History of Innovation to 1960

5 avg rating
( 1 ratings by Goodreads )
 
9780810884069: The Rise of Advertising in the United States: A History of Innovation to 1960
View all copies of this ISBN edition:
 
 

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.

"synopsis" may belong to another edition of this title.

About the Author:

Edd Applegate has taught undergraduate and graduate courses in advertising and mass communications for more than thirty years. He has written extensively about advertising, including several books, numerous chapters and entries for other books and encyclopedias, and several articles for refereed academic journals and conference proceedings.

Review:

Advertising is as American as apple pie, dating back to the 17th century and the arrival of the first printing presses in the American colonies, as Applegate (advertising and mass communications, Middle Tennessee State Univ.) recounts in this book. He notes that handbills, newspapers, and Benjamin Franklin's own Pennsylvania Gazette gave advertisers a means to reach potential customers. The emergence of advertising agents in the 1800s made advertising more effective, helping businesses to write and format ads. Applegate describes products and stores that soon became household names--the power brands of their day. One of the first, Lydia Pinkham's Vegetable Compound, became the "surest remedy for the painful ills and disorders suffered by women everywhere." John Wanamaker used advertising to turn his Philadelphia men's clothing store into the largest department store of its kind in 1876, advertising "whole suits for three dollars." As advertising grew, so did the nation's manufacturers and merchandisers, including soap maker Procter & Gamble, known for its "soap that floats." By the 1900s, advertisers agreed that "sex sells." In the final chapter, Applegate traces the history of how advertising became a subject taught in US colleges and universities. Summing Up: Recommended. (CHOICE)

In The Rise of Advertising in the United States: A History of Innovation to 1960, Edd 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. From the sensational antics of P.T. Barnum to the retail marketing magic of John Wanamaker, 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."

"About this title" may belong to another edition of this title.

Other Popular Editions of the Same Title

9781442244382: The Rise of Advertising in the United States: A History of Innovation to 1960

Featured Edition

ISBN 10:  1442244380 ISBN 13:  9781442244382
Publisher: Rowman & Littlefield Publishers, 2014
Softcover

Top Search Results from the AbeBooks Marketplace

1.

Edd Applegate
Published by Scarecrow Press (2012)
ISBN 10: 0810884062 ISBN 13: 9780810884069
New Hardcover Quantity Available: 1
Seller:
Irish Booksellers
(Portland, ME, U.S.A.)
Rating
[?]

Book Description Scarecrow Press, 2012. Condition: New. book. Seller Inventory # MB00E7V9WU2

More information about this seller | Contact this seller

Buy New
US$ 46.42
Convert currency

Add to Basket

Shipping: US$ 3.27
Within U.S.A.
Destination, rates & speeds

2.

APPLEGATE, EDD
Published by Rowman and Littlefield Publishers
ISBN 10: 0810884062 ISBN 13: 9780810884069
New Quantity Available: > 20
Seller:
INDOO
(Avenel, NJ, U.S.A.)
Rating
[?]

Book Description Rowman and Littlefield Publishers. Condition: New. Brand New. Seller Inventory # 0810884062

More information about this seller | Contact this seller

Buy New
US$ 47.17
Convert currency

Add to Basket

Shipping: US$ 3.60
Within U.S.A.
Destination, rates & speeds

3.

APPLEGATE, EDD
Published by RL (2018)
ISBN 10: 0810884062 ISBN 13: 9780810884069
New Hardcover Quantity Available: 1
Print on Demand
Seller:
Herb Tandree Philosophy Books
(Stroud, GLOS, United Kingdom)
Rating
[?]

Book Description RL, 2018. Hardback. Condition: NEW. 9780810884069 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Print on Demand title, produced to the highest standard, and there would be a delay in dispatch of around 10 working days. For all enquiries, please contact Herb Tandree Philosophy Books directly - customer service is our primary goal. Seller Inventory # HTANDREE01271382

More information about this seller | Contact this seller

Buy New
US$ 57.77
Convert currency

Add to Basket

Shipping: US$ 10.42
From United Kingdom to U.S.A.
Destination, rates & speeds

4.

Edd C. Applegate
Published by Scarecrow Press, United States (2012)
ISBN 10: 0810884062 ISBN 13: 9780810884069
New Hardcover Quantity Available: 10
Seller:
Book Depository hard to find
(London, United Kingdom)
Rating
[?]

Book Description Scarecrow Press, United States, 2012. Hardback. Condition: New. New.. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New 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. Seller Inventory # BTE9780810884069

More information about this seller | Contact this seller

Buy New
US$ 78.23
Convert currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, rates & speeds

5.

Edd Applegate
Published by Scarecrow Press (2012)
ISBN 10: 0810884062 ISBN 13: 9780810884069
New Hardcover Quantity Available: 1
Seller:
Books Express
(Portsmouth, NH, U.S.A.)
Rating
[?]

Book Description Scarecrow Press, 2012. Hardcover. Condition: New. 1. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. Buy with confidence, excellent customer service!. Seller Inventory # 0810884062n

More information about this seller | Contact this seller

Buy New
US$ 118.57
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds