JOURN 3000 1st Edition Lecture 12 Outline of Last Lecture I Ads Outline of Current Lecture I Ads Current Lecture Advertising Practices Organization By 1865 30 ad agencies Nearly all trace lineage to Palmer The advertising agency allowed merchants wholesalers and manufacturers to reach regional national markets George Rowell Started agency in Boston in 1865 expanded to New York Introduced cash discount Bought space in bulk and resold it to advertisers Worked with small weeklies guaranteed a column of ads per issue for a year Required advertisers to advertise in a list of papers Made attempts to verify publication and circulation figures Published the first newspaper directory Rowell s American Newspaper Directory with circulation figures Wrote The Principles Advertising to explain how to advertise Advertising openly promoted These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute By publishers but also by ad agents Initially promoted to reluctant businessmen Legitimizing strategies The enterprising business Systematic advertising Economic abundance Public moral duty Role Conceptions Educate businesses on Persuade the buyer of a the benefits of advertising need for a product Create brand awareness Advocate for businesses interests Newspapers and Advertising Agglomeration and isomorphism Newspapers dependent on advertising agencies advertising agencies dependent on newspapers These institutions mirror each other in structure and outlook Creates path dependent processes
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