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The History of an Advertising Agency : N. W. Ayer & Son at Work, 1869-1949 / Ralph M. Hower.
- Format:
- Book
- Author/Creator:
- Hower, Ralph M., author.
- Series:
- Harvard Studies in Business History
- Harvard Studies in Business History ; 5
- Language:
- English
- Subjects (All):
- Management.
- Ayer Press.
- Local Subjects:
- Ayer Press.
- Physical Description:
- 1 online resource (690 p.): 1 Frontispiz
- Edition:
- Rev. ed. Reprint 2014
- Place of Publication:
- Cambridge, MA : Harvard University Press, [2014]
- Language Note:
- English
- 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
- Notes:
- Bibliographic Level Mode of Issuance: Monograph
- Description based on online resource; title from PDF title page (publisher's Web site, viewed 23. Mai 2019)
- ISBN:
- 0-674-18332-0
- OCLC:
- 979740094
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