JOURN 3000 1st Edition Lecture 12Outline of Last LectureI. AdsOutline of Current LectureI. AdsCurrent LectureAdvertising 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 promotedThese 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 the benefits of advertising Persuade the buyer of a 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
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