Modern Advertising by Calkins and Holden provides a comprehensive look at the evolution and impact of advertising in the modern world.
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| Modern Advertising |
The book begins by defining advertising in its modern sense, highlighting its importance as a powerful educational force and its role in shaping consumer behavior. The authors trace the origins of advertising back to the early days of patent medicine, noting Napoleon as a key figure in the development of modern advertising techniques.
The book delves into the history of advertising, exploring the rise of proprietary remedies as the first major advertisers and the establishment of the first advertising agencies.
The authors provide insights into the early advertising strategies of publications like the New York Ledger and the pioneering efforts of figures like John Manning and P.T. Barnum. The rivalry between advertising giants Pettingill and Palmer is also examined, shedding light on the competitive nature of the industry.
Throughout the book, the authors emphasize the importance of the trade-mark as a valuable asset in advertising and discuss the potential for growth and innovation in the field.
They also address the public's interest in advertising and its impact on consumer perceptions and purchasing decisions.
Modern Advertising offers a detailed and engaging exploration of the history, significance, and future prospects of advertising in the modern world. It serves as a valuable resource for students, professionals, and anyone interested in understanding the complex and dynamic world of advertising.
Date : 1915
