JL MC 101 Lecture Notes - Lecture 9: Youth Smoking, Storyboard, Interpublic Group Of Companies
15 Dec 2016
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Document Summary
Earliest ad agencies were newspaper space brokers: bought newspaper space, sold it to merchants. Volney palmer: prototype of the first ad agency in 1841, sold space to advertisers for a 25 percent commission. Ayer & son: first full-service modern ad agency, worked primarily for advertisers and product companies. Patent medicines: by the end of the 1800s, 1/6th of all print ads came from patent medicine and drug companies, patent medicine ads were often fraudulent. Federal food and drug act was passed in part due to patent medicine claims. Department stores: comprised more than 20% of ad space by the early 1890s, frequently criticized for undermining small businesses. Impact on newspapers: advertising significantly changed the ratio of copy at most papers over half by early. Advertising led to social changes: transition from producer-directed society to consumer-driven society, promoted new technological advances that made life easier. Accused of inciting consumer need for unnecessary products: formation of the ad council.
