Advertising agencies History of advertising

1 advertising agencies

1.1 great britain
1.2 united states
1.3 france

advertising agencies
great britain


in britain, outdoor advertising based on hoardings (billboards): england 1835, john orlando parry

in london thomas j. barratt hailed father of modern advertising . working pears soap company, barratt created effective advertising campaign company products, involved use of targeted slogans, images , phrases. 1 of slogans, morning. have used pears soap? famous in day , 20th century.

an advertising tactic used associate pears brand high culture , quality. famously, used painting bubbles john everett millais advertisement adding bar of pears soap foreground. barratt continued theme series of adverts of groomed middle-class children, associating pears domestic comfort , aspirations of high society.

a 1900 british ad soap

barratt introduced many of crucial ideas lie behind successful advertising , these circulated in day. stressed importance of strong , exclusive brand image pears , of emphasizing product s availability through saturation campaigns. understood importance of reevaluating market changing tastes , mores, stating in 1907 tastes change, fashions change, , advertiser has change them. idea effective generation ago fall flat, stale, , unprofitable if presented public today. not idea of today better older idea, different – hits present taste.

united states

in united states around 1840, volney b. palmer set first advertising agency in philadelphia. in 1842 palmer bought large amounts of space in various newspapers @ discounted rate resold space @ higher rates advertisers. actual ad – copy, layout, , artwork – still prepared company wishing advertise; in effect, palmer space broker. situation changed in late 19th century when advertising agency of n.w. ayer & son founded in new york. planned, created, , executed complete advertising campaigns customers. created number of memorable slogans firms such de beers, at&t , u.s. army.

j. walter thompson co. promotes high-powered advertisement, 1903

by 1900 advertising agency had become focal point of creative planning, , advertising firmly established profession. @ first, agencies brokers advertisement space in newspapers. n. w. ayer & son first full-service agency assume responsibility advertising content. n.w. ayer opened in 1869, , located in philadelphia.

the amount of space available in newspapers grew rapidly. boston transcript published in 19,000 agate lines of advertising in 1860, 87,000 in 1900, , 237,000 in 1918.

in 1893, 104 companies spent on $50,000 each on national advertising; sold patent medicines, faded away after federal food , drug legislation of 20th century. 7 innovators had emerged in big time: quaker oats, armour meat, cudahy meat, american tobacco company, p. lorillard tobacco, remington typewriters, , procter & gamble soap. 1914, 2 thirds of top advertisers came 5 industries: 14 food producers, 13 in automobiles , tires, 9 in soap , cosmetics, , 4 in tobacco.

agencies forever breaking , reforming, when 1 executive split taking him major client , team of copywriters.

france

in late 19th century in france, charles-louis havas extended services of news agency, havas include advertisement brokerage, making first french group organize.