Pioneers in the Development of Advertising

Abstract

AMONG the writers of early books on ad< vertising we find copy-writers, agents, advertising managers, editors of periodicals, collegiate teachers of psychology, and authors of correspondence school textbooks. Each made significant contributions and drew help from the others. Before I895, little effort was devoted to the serious study of the problems or principles of advertising. About that time, a number of talented business and academic men became actively engaged in developing more scientific and effective advertising procedures. They wrote books and articles to publicize their efforts. By 1910, an impressive body of advertising facts and principles had been discovered and classified. Publication records indicate that fewer than 10 books on the technique of advertising were in print fifty years ago. Four books were written between I895 and I900. During the next 10 years, at least 75 volumes on advertising were published,1 and these books were especially rich in original ideas. It is the purpose of this article to summarize and evaluate the contributions of some of the outstanding pioneer writers of advertising literature. Only books written before I9IO have been considered. If any early volumes containing significant original work have been over-