How Advertising and Marketing Got Started
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Advertising, as we know it, probably started to prosper in 1904 when John E. Kennedy gave the world that definition: Advertising is Salesmanship-in-Print. A definition that has not been bettered since and many have tried. But modern day advertising started a few years earlier than Kennedy when Richard Sears produced the very first mail order catalog (around 1892). This catalog contained hundreds of pages of articles for sale and each with their own sales copy. And Sears Roebuck is still going strong today, in marketing and sales. Around this time, advertising agencies sprang up everywhere. And the people they employed and trained, left us with such treasures that all top marketers today display in their resource libraries and use to their advantage. Shortly after Kennedy arrived on the scene, Claude Hopkins came along. He left us with a legacy we should all thank him for. He pioneered market testing, sampling, vouchers, and a whole lo...