How Advertising and Marketing Got Started
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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.
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