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. This definition has never been improved upon, and many others have tried.
Modern advertising began a few years before Kennedy, when Richard Sears published the first mail order catalog (around 1892). This catalog had hundreds of pages and included sales copy. Sears Roebuck continues to be a strong company in sales and marketing.
Advertising agencies were born all over the world around this time. We were left with so many treasures by the people they hired and trained. These treasures are what top marketers keep in their resource libraries today and use to their advantage.
Claude Hopkins was born shortly after Kennedy. We should all be grateful for the legacy he left. He was a pioneer in market testing, sampling and vouchers, as well as other innovations.
There were many more at the beginning of the century: Walter Dill Scott and Maxwell Sackheim, Haldeman Julyus, John Caples to name a few.
Around the turn of the century, geniuses like Robert Collier, Elmer Wheeler and others appeared.
Advertising legends Joe Karbo and Gary Halbert made their mark after the war.
And living legends Jay Abraham (John Carlton), Dan Kennedy, Ted Nicholas and Ted Nicholas all have millions of dollars for clients and themselves.
The Internet was the most powerful marketing tool ever created. It was released to the world at the end of the 20th century. Ken McCarthy, an early pioneer of the Internet is still alive and his “System” seminars are a must-attend.
The Internet has opened up a new realm of advertising and marketing possibilities. The Internet has opened up a whole new world for advertising and marketing. Marlon Sands, Yanik Silber, Jim Edwards, Marlon Sanders, Robert Imbriale and Yanik Gold, among others, have all shown how it can be done quickly.
One thing they all have in common is their knowledge of the markets. They’ve studied the psychology of why people buy. These principles have been taught by great masters such as John Kennedy, Claude Hopkins, Walter Dill Scott, Elmer Wheeler, and Claude Hopkins.
This is what my articles are about.
This tour will take you from the beginning of advertising, and give you an overview of the writings, ideas and philosophies of some of the most influential marketers ever to live.
You will recognize a lot of the material as we go on the “tour”, but it is doubtful you will have encountered all of it.
Marketers of top quality recommend that you constantly increase your education. You will not be disappointed if you pick up all (or any) of the material you are exposed to during your “tour.”
Every manuscript in this “tour”, is an excellent addition to your resource library.
You can pick them up one at a. They will bring you the same benefits as all the great masters of past and present.
This article provides a brief history about the events that led to John E. Kennedy’s appearance in 1904.
However, it highlights a few landmarks in advertising.
1704 First newspaper ad was published. It appeared in the Boston Newsletter, and was looking for a buyer to purchase an estate in Oyster bay, Long Island.
1729 Benjamin Franklin begins to publish the Pennsylvania Gazette, Philadelphia. It also featured ads.
1742 America’s first magazine advertisements published by Benjamin Franklin in General Magazine.
Philadelphia is the home of America’s first daily newspaper, The Pennsylvania Packet and Daily Advertiser.
1833 Benjamin Day publishes The Sun, the first “penny” newspaper. The Sun’s circulation reached 30,000 in 1837, making it the largest newspaper in the world.
Philadelphia’s first ad agency opens at 1843 Volney Pavlow
1868 Francis Wayland Ayer, Philadelphia opens N. W. Ayer and Sons with $250.
Montgomery Ward and John Wannamaker Department were his first clients. Stores, Singer Sewing machines and Pond’s beauty products.
1873 New York: The first convention on advertising agencies.
1877 J.W. Thompson buys Culter and Smith, William J. Carlton. He pays $500 for the business and $800 to purchase the office furniture.
John Wanamaker, 1880 Department Store founder, is the first retailer in America to hire John E. Powers, a full-time copywriter for advertising.
Wannamaker’s famous statement is: Half my advertising waste.
1881 Daniel M. Lord and Ambrose L. Thomas form Lord and Thomas of Chicago.
1881 Procter and Gamble advertise Ivory Soap at a massive $11,000 budget.
1886 N.W. 1886 N.W.
1886 Richard Warren Sears became a world-first direct marketer.
1891 George Batten and Co. opens.
1892 NW Ayer hires its first full-time copywriter.
1892 Sears Roebuck was founded.
George P. Rowell, 1893 Printer’s Ink founder. The magazine that acts as the little schoolmaster for advertising.
National Biscuit Co.’s first pre-packaged biscuit Uneeda is launched by 1898 N.W. Ayer
Advertising for 1899 Campbell Soup is its first.
1899 JWT becomes London’s first office opening agency. 1900 N.W. Ayer creates a department for business-getting to plan ad campaigns.
1904 John E. Kennedy is born to transform the face of advertising forever.
Next article: Advertising as it is now.
Ted Nicholas, the mail order guru, stated that the old marketers were the best, and that they should be studied along with the works they created – which he did!