Albert Lasker: Salesmanship in print History of advertising

chicago, along new york, center of nation s advertising industry. albert lasker, known father of modern advertising, made chicago base 1898–1942. head of lord , thomas agency, lasker devised copywriting technique appealed directly psychology of consumer. women seldom smoked cigarettes; told them if smoked lucky strikes stay slender. lasker s use of radio, particularly campaigns palmolive soap, pepsodent toothpaste, kotex products, , lucky strike cigarettes, not revolutionized advertising industry changed popular culture.

lasker had inquiring mind advertising , how worked. lasker believed advertising consisted of news , information news, changed mind when colleague johnny kennedy told him, news technique of presentation, advertising simple thing. can give in 3 words, salesmanship in print . lasker , kennedy used concept 1900 washer co. (later whirlpool). campaign successful that, within 4 months of running first ad, attracted additional clients , advertising spend went $15,000 year $30,000 month. within 6 months, firm 1 of 3 or 4 largest advertisers in nation.

in 1908 lasker recruited claude c. hopkins firm, work on van camp packaging company (van camp s) account. relationship lasted 17 years. lasker helped create america s infatuation orange juice. lord & thomas acquired sunkist growers, incorporated account in 1908, when citrus industry in slump. lasker created campaigns not encouraged consumers eat oranges, drink orange juice.

among lasker s pioneering contributions introduction public schools of classes explained young girls puberty , menstruation (done promote kotex tampons). credited creator of soap opera genre, , using radio , television media driven advertising. lasker took time off business presidential campaign of republican warren harding in 1920, using high-powered advertising techniques helped produce massive landslide.