The History of an Advertising Agency : : N. W. Ayer & Sons at Work, 1869-1949, Revised Edition / / Ralph M. Hower.
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| Superior document: | Title is part of eBook package: De Gruyter HUP e-dition: Complete eBook Package |
|---|---|
| VerfasserIn: | |
| Place / Publishing House: | Cambridge, MA : : Harvard University Press, , [2013] ©1949 |
| Year of Publication: | 2013 |
| Edition: | Rev. ed. Reprint 2014 |
| Language: | English |
| Series: | Harvard Studies in Business History ;
5 |
| Online Access: | |
| Physical Description: | 1 online resource (647 p.) :; 1 Frontispiz |
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Table of Contents:
- Frontmatter
- CONTENTS
- ILLUSTRATIONS
- TABLES
- CHRONOLOGY
- EDITOR ' S INTRODUCTION
- EDITOR ' SINTRODUCTION TO THE FIRST EDITION
- AUTHOR'S PREFACE
- AUTHOR'S PREFACE TO THE FIRST EDITION
- GENERAL HISTORY OF N. W. AYER & SON, INC.
- ORIGIN OF THE ADVERTISING AGENCY AND DEVELOPMENT T O 1869
- FOUNDING OF Ν. W. AYER & SON, 1869-1876
- BEGINNING OF THE OPEN CONTRACT, 1875-1880
- GROWTH OF AYER SERVICE, 1879-1920
- F. W. AYER: THE LAST PHASE, 1906-1923
- YEARS OF GREAT PLENTY, 1923-1930
- THE LEAN YEARS, 1931-1936
- KEEPING EVERLASTINGLY AT IT . . .
- ANALYSIS OF PARTICULAR ASPECTS OF AYER DEVELOPMENT
- THE AGENCY'S CLIENTS
- BASIS OF AYER RELATIONS WITH CLIENTS
- THE PLANNING OF ADVERTISING CAMPAIGNS
- CAMPAIGN EXECUTION AND GENERAL SERVICE
- SOME DEVELOPMENTS IN AYER COPY
- PROBLEMS AND POLICIES IN DEALING WITH ADVERTISERS
- THE AGENCY AND ADVERTISING MEDIA
- RELATIONS BETWEEN N. W. AYER & SON AND OTHER AGENCIES
- DEVELOPMENT OF ORGANIZATION AND MANAGEMENT
- WITHIN THE RANKS OF N. W. AYER & SON, 1870-1939
- FINANCIAL AND ACCOUNTING HISTORY OF N. W. AYER & S ON
- CONCLUSION
- APPENDIX: DISTRIBUTION OF AYER ADVERTISING BY COMMODITIES
- NOTES AND REFERENCES
- INDEX