Advertising Progress:

American Business and the Rise of Consumer Marketing

Pamela Walker Laird

Table of Contents

Introduction

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Part One: Production as Progress

Chapter One:

Marketing Problems and Advertising Methods as America Industrialized

Advertising Methods in Pre-Civil War Markets

The Evolution of Retail Advertising

Early Developments in Manufacturers’ Advertising

Chapter Two:

Owner-Manager Control of Advertising

Whose Ads Were They?

"Bill It Like a Circus" and Other Innovations

Patent Medicine Purveyors and the Power of Printers' Ink

Selling Nationally

Publishers as Advertisers

Advertising Soaps

Chapter Three:

Printers, Advertisers, and Their Products

Print in Nineteenth-Century American Culture

Printers’ Images

Printers and Advertisers

Advertisements in Periodical Media

Advertisements in Non-Periodical Media

Marketing Advantages of Non-Periodical Advertisements

Advertisers’ Images

Chapter Four:

Advertising Progress as a Measure of Worth

Criteria for Worth and the Victorian Compromise

Linking Business and Personal Industry

Progress as the Measure of Legitimacy

Competition and Progress

Symbols of Progress

• Abundance

• Success and Industrial Imagery

Advertising the Technological Sublime

• Images of Technological Progress

• Electricity and Symbols of Progress

Advertising Personal Prosperity

The Demands of Progress

Non-Industrial Images: Abundance and Stock Pictures

Part Two: Specialization as Progress

Chapter Five:

Early Advertising Specialists

The Original Niche

Advertising Agents’ Secondary Functions

Owner-Manager Agency Operations

Agency Management and Specialization—The Leaders

Responsibilities for Copywriting

Early Specialization in Copywriting

Chapter Six:

Competition and Control: Business Conditions and Marketing Practices

The Merits of Trademarks and Trade Names

Demand and Trademarked Products

• Competing for Market Share

• Tools for Increasing Demand

Advertising for Market Control Over Middlemen

Concentration and Marketing

Changes in Corporate Management

Chapter Seven:

The Competition to Modernize Advertising Services

Advertisers’ New Concerns Attract New Services

Rivals for Advertisers’ Patronage:

• Job Printers

• Periodical Publishers

• Publishers of Handbooks and Trade Journals

• Freelance and In-House Specialists

Agencies Respond to Changing Environment

• The Commission System

• Serving Advertisers

• Changing Clients

• Changing Personnel and Structures

• Professional Associations

Agencies Triumph

Part Three: Consumption as Progress

Chapter Eight:

Taking Advertisements Toward Modernity

Rising Expectations for Effectiveness

Intermediaries Between Advertisers and Consumers

Rejecting the Past's Copy and Design

Experiments in Modernizing Advertising Images

The Decline of the Industrialists’ Imagery

Modernizing Copy

Intuition versus Science

Seeking to Persuade

• Simplicity

• Planning

• Targeting Markets

• Exploring Human Psychology

• Balancing Art and Copy

Persuading in Peace and War

Chapter Nine:

Modernity and Success: Legitimating the Advertising Profession—I

The Advertising Profession Promotes Its Modernity

• Distancing Advertising From Its Past

Advertising Practitioners Tout Their Own Successes

• Promoting Specialized Services

• Searching for Standards Through Science, Education, and Organization

• Success by Serving the Successes of Others

• Serving Publishers’ Successes

• Serving Advertisers’ Successes

Chapter Ten:

The Appropriation of Progress: Legitimating the Advertising Profession—II

Advertising Keeps Pace With Progress

Advertising Sets the Pace of Progress

Advertising, Markets, and Progress

• Markets and the Political Arena

• Advertising Agents and the Trusts

• Opening Markets by Persuasion

Developer of Business

• Challenges of Distribution

• Defending Advertising’s Costs

Advertising as a Promoter of Cultural Progress

Advertising’s Wartime Service

conclusion:

Patrons, Agents, and the New Business of Progress

The Ironies of Service by Persuasion

Consumption and Progress

Promoting Consumption: Producers and Their Agents

Appendix A

Distribution of Advertising Revenue, 1870-1890

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