|
How Advertising and Marketing Got Started
Copyright 2006 Presslink Publishing
This is the first in a series of 10 articles starting with the
beginnings of advertising and marketing through to present day.
Advertising, as we know it, probably started to prosper in 1904
when John E. Kennedy gave the world that definition:
"Advertising is Salesmanship-in-Print". A definition that has
not been bettered since - and many have tried.
For me, modern day advertising started a few years earlier than
Kennedy when Richard Sears produced the very first mail order
catalog (around 1892). This catalog contained hundreds of pages
of articles for sale and each with their own sales copy. And
Sears Roebuck is still going strong today, in marketing and
sales.
Around this time, advertising agencies sprang up everywhere. And
the people they employed and trained, left us with such
treasures that all top marketers today display in their resource
libraries and use to their advantage.
Shortly after Kennedy arrived on the scene, Claude Hopkins came
along. He left us with a legacy we should all thank him for. He
pioneered market testing, sampling, vouchers, and a whole lot
more.
At the turn of the last century there were many others: Walter
Dill Scott, Maxwell Sackheim, Haldeman Julius, John Caples, to
name just four.
Then around the middle of the century such geniuses as Elmer
Wheeler, Robert Collier and other contemporaries appeared.
Post war, advertising greats David Ogilvy, Joe Karbo, also made
their mark.
And living legends Jay Abraham, John Carlton, Gary Halbert, Dan
Kennedy, and Ted Nicholas, have all made many millions both for
themselves and their clients.
Towards the end of the last century, the greatest marketing tool
of all time was unleashed on the world - the Internet. Early
pioneer of the Internet, Ken McCarthy, is still around and his
"System" seminars are an absolute must attend.
The Internet has opened a whole new world for advertising and
marketing. And a new breed of entrepreneur has been born. Guys
like the late, great Corey Rudl, Marlon Sanders, Robert
Imbriale, Yanik Silver, Jim Edwards and many others have shown
what can be done and in such a short space of time.
But one thing all these "gurus" have in common is that they have
studied the markets. They have studied the psychology of what
makes people buy. They have learned these principles from the
great masters of the past - the John Kennedy's, the Claude
Hopkins', the Walter Dill Scott's, the Elmer Wheeler's.
And that's what my articles are all about.
You will be taken from the very beginnings of advertising and
get an insight into the writings, the ideas and the philosophies
of most of the greatest marketers that ever lived.
For sure, you will recognise much of the material that is
mentioned as we take the "tour" but it's doubtful that you will
have come across all of it.
All top marketers recommend that you continually add to your
education and you will not do better than picking up any (or
all) of the material that you will be exposed to on your "tour."
Each manuscript mentioned in this "tour" is a desirable addition
for your resource library.
Pick them up, maybe one at a time. And you will profit from them
- just like all the great masters have done - past and present.
This article is a brief history of events leading up to the
appearance of John E. Kennedy in 1904.
But it also highlights a few milestones in advertising.
1704 The first newspaper ad appeared. It was in a Boston
Newsletter and sought a buyer for an estate in Oyster Bay, Long
Island.
1729 Benjamin Franklin starts to publish the Pennsylvania
Gazette in Philadelphia - which included ads.
1742 America's first magazine ads published by Benjamin Franklin
in General Magazine.
1784 America's first successful daily newspaper, the
Pennsylvania Packet and Daily Advertiser, starts in Philadelphia.
1833 Benjamin Day publishes the first successful "penny"
newspaper, The Sun. Circulation reached 30,000 by 1837 which
made it the largest in the world.
1843 Volney Palow opens the first ad agency in Philadelphia.
1868 Francis Wayland Ayer opens N. W. Ayer and Sons in
Philadelphia with just $250.
His first clients include Montgomery Ward, John Wannamaker Dept.
Stores, Singer Sewing machines, and Pond's beauty cream.
1873 The first convention for ad agencies held in New York.
1877 J.W. Thompson buys Culter and Smith from William J. Carlton
and pays $500 for the business and $800 for the office furniture.
1880 Department Store founder John Wanamaker becomes first
retailer to employ a full-time advertising copywriter - John E.
Powers.
Wannamaker makes famous statement: "half my advertising is
waste, I just don't know which half."
1881 Daniel M. Lord and Ambrose L. Thomas form Lord and Thomas
in Chicago.
1881 Procter and Gamble advertise Ivory Soap with an enormous
budget of $11,000.
1886 N.W. Ayer promotes advertising with the slogan: "Keeping
everlastingly at it brings success."
1886 Richard Warren Sears became the world's first direct
marketer.
1891 George Batten and Co. opens.
1892 NW Ayer hires first full-time copywriter.
1892 Sears Roebuck formed.
1893 Printer's Ink founded by George P. Rowell. A magazine that
serves as the "little schoolmaster in the art of advertising."
1898 N.W Ayer helps National Biscuit Co. launch the first
pre-packaged biscuit Uneeda.
1899 Campbell Soup makes its first advertising.
1899 JWT becomes the first agency to open an office in London.
1900 N .W. Ayer establishes a business-getting department to
plan ad campaigns.
1904 John E. Kennedy bursts onto the scene to change the face of
advertising - forever.
My next article will continue with the evolution of advertising
as we know it.
Mail order guru Ted Nicholas said that the old marketers were
the best and that they, and the works they produced, should be
studied - he did!
About the author:
Peter Woodhead is the author of Long Lost Marketing Secrets,
other niche websites and a member site. He offers a free 9 Part
e-course at: http://www.LostSecretsofMarketingLegends.com Get it
today! And you can get his 4 sales and marketing books by
visiting: http://www.LongLostMarketingSecrets.com or view his
member site at: http://www.PublicDomainResource.com
Peter Woodhead
More Articles
How to Get Free Advertising for your Business - Seb Jay
Advertising is the lifeblood of every business on the planet.
Without it customers simply don't know that you're there. And if
you have no customers then you have no business...it's as simple
as that!
Of course, advertising comes in many...
Three Proven Steps to Improve Your Home Business Advertising Response in Just 10 Days. - Bob Markovsky
Newspaper advertising is a tremendous source of new business that for so many businesses doesn’t ever reach its true potential. These 3 steps will help you change that forever!
You’re about to find out the mistakes that your competitors keep...
Advertising on a Budget - Angelique Watkins
Direct Mail is a multi-billion dollar a year business. If you are advertising on a small budget; direct mail is the lowest cost to start your business. The latest incentive we hear on TV, Billboards & Radio Advertisements is to sell all kinds of...
FREE Classifieds-Advertising Your Online Work From Home Business - Tom Worsley
If you are on a shoestring budget and need to find cheap advertising on the internet there is nothing cheaper than FREE classifieds and they are literally everywhere you look. The trick to FREE classified advertising is quantity and testing. Test...
Targeted Ezine Advertising - Marla Bland
So... what does "targeted ezine advertising" mean? It means placing your ads in ezines that are related to the product or service you are promoting. The readers of these ezines should potentially be more interested in your offer. Let's get...
How to Measure Advertising Success Online - Stone Evans The Home Biz Guy
It is easy for me to tell you that you need to track the success of your online advertising. It is also easy for me to tell you that you must do so in order to know which of your advertising is helping you to make a profit, to break even, or to...
Responsible Advertising - Mary Wilkey
RESPONSIBLE ADVERTISING Does that sound boring? If so, stick with me—it gets better! Some years ago Bruce Barton shared this story: "One day when I was young in advertising, I slipped a piece of paper into my typewriter and wrote an...
Advertising Cost Reduced to Zero !! - Martin Cargill
At the bottom of this article you will find my "sig file". I attach it to every article that I write. As you can see it bears my name, web-site address and e-mail address.
This is not done out of vanity, or a desire to see my name in print. ...
Advertising Methods: Understanding & Implementing Key Marketing Strategies - C Bailey Lloyd LadyCamelot
Being the Public Relations' Director for a major, online holistic journal, I often find myself brainstorming new and creative ways of marketing, and making our site not only visitor/client-friendly, but informative and entertaining as well. While we...
TRUTH IN ADVERTISING - Val Burnett Brenda Freeman
During the last year we have seen a big change in how marketers promote their products. We believe that truth in advertising will get you much farther than hype, dishonesty or misleading ads/subject lines. If you use these tactics most, if not all,...
|
