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Hower, Ralph M., author.

The History of an Advertising Agency: N.w. Ayer & Son At Work, 1869-1949

The History of an Advertising Agency: N.w. Ayer & Son At Work, 1869-1949

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Cambridge, Mass: Harvard University Press, 1949. Revised edition. Small quarto in dark red cloth; xliii, 647 pages) illustrations (b&w plates) Very good(+) to near fine(-), with a few light pencil marks (easily erased) to margins. No jacket. Hardcover. ISBN: 9780674183322; 0674183320 Other: 10.4159/harvard.9780674183322

Harvard Studies in Business History; 5; [Series].

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 -- Origin of the Advertising Agency and Development T O 1869 -- Founding of N.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 ... -- 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 & Son -- Conclusion -- Appendix: Distribution of Ayer Advertising by Commodities -- Notes and References -- Index.

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