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