Marketing, as we know it, almost certainly began to prosper in 1904 when John E. Kennedy gave the globe that definition: Marketing is Salesmanship-in-Print. A definition that has not been bettered because and various have tried.
But modern day advertising began a few years earlier than Kennedy when Richard Sears produced the incredibly initially mail order catalog (about 1892). This catalog contained hundreds of pages of articles for sale and every with their own sales copy. And Sears Roebuck is still going robust right now, in advertising and marketing and sales.
About this time, advertising agencies sprang up everywhere. And the consumers they employed and trained, left us with such treasures that all best marketers now display in their resource libraries and use to their benefit.
Shortly soon 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 complete lot much more.
At the turn of the last century there had been several others: Walter Dill Scott, Maxwell Sackheim, Haldeman Julius, John Caples, to name just four.
Then about the middle of the century such geniuses as Elmer Wheeler, Robert Collier and other contemporaries appeared.
Post war, advertising greats David Ogilvy, Joe Karbo, and Gary Halbert also created their mark.
And living legends Jay Abraham, John Carlton, Dan Kennedy, and Ted Nicholas, have all made a number of millions both for themselves and their customers.
Towards the end of the last century, the greatest marketing and advertising tool of all time was unleashed on the globe - the World wide web. Early pioneer of the Online, Ken McCarthy, is nonetheless about and his "Program" seminars are an absolute need to attend.
The Online has opened a entire new world for advertising and marketing and advertising. And a new breed of entrepreneur has been born. Guys like the late, awesome Corey Rudl, Marlon Sanders, Robert Imbriale, Yanik Silver, Jim Edwards and a large number of other people have shown what can be completed and in such a short space of time.
But one thing all these "gurus" have in prevalent is that they have studied the markets. They have studied the psychology of what makes men and women obtain. They have learned these principles from the outstanding masters of the past the John Kennedy's, the Claude Hopkins, the Walter Dill Scott's, the Elmer Wheeler's.
And that's what my articles are all about.
You will be taken from the especially beginnings of advertising and get an insight into the writings, the concepts and the philosophies of most of the greatest marketers that ever lived.
For certain, you will recognise significantly of the material that is mentioned as we take the "tour" but it is doubtful that you will have come across all of it.
All leading marketers advise that you continually add to your education and you will not do improved than picking up any (or all) of the material that you will be exposed to on your "tour."
Each manuscript mentioned in this "tour" is a desirable addition for your resource library.
Pick them up, possibly one at a time. And you will profit from them just like all the great masters have carried out past and present.
This article is a brief history of events leading up to the appearance of John E. Kennedy in 1904.
But it also highlights a few milestones in marketing.
1704 The initially newspaper ad appeared. It was in a Boston Newsletter and sought a buyer for an estate in Oyster Bay, Lengthy Island.
1729 Benjamin Franklin begins to publish the Pennsylvania Gazette in Philadelphia which included advertisements.
1742 America's initially magazine advertisements published by Benjamin Franklin in General Magazine.
1784 America's 1st profitable day-to-day newspaper, the Pennsylvania Packet and Daily Advertiser, starts in Philadelphia.
1833 Benjamin Day publishes the very first prosperous "penny" newspaper, The Sun. Circulation reached 30,000 by 1837 which created it the largest in the globe.
1843 Volney Palow opens the 1st ad agency in Philadelphia.
1868 Francis Wayland Ayer opens N. W. Ayer and Sons in Philadelphia with just $250.
His first clients include Montgomery Ward, John Wannamaker Dept. Retailers, Singer Sewing machines, and Pond's beauty cream.
1873 The very first convention for ad agencies held in New York.
1877 J.W. Thompson buys Culter and Smith from William J. Carlton and pays $500 for the organization and $800 for the workplace furniture.
1880 Department Shop founder John Wanamaker becomes very first retailer to employ a full-time marketing copywriter John E. Powers.
Wannamaker makes famous statement: half my advertising is waste, I just do not know which half.
1881 Daniel M. Lord and Ambrose L. Thomas form Lord and Thomas in Chicago.
1881 Procter and Gamble advertise Ivory Soap with an enormous budget of $11,000.
1886 N.W. Ayer promotes marketing with the slogan: Keeping everlastingly at it brings success.
1886 Richard Warren Sears became the world's first direct marketer.
1891 George Batten and Co. opens.
1892 NW Ayer hires initial full-time copywriter.
1892 Sears Roebuck formed.
1893 Printer's Ink founded by George P. Rowell. A magazine that serves as the little schoolmaster in the art of advertising.
1898 N.W Ayer helps National Biscuit Co. launch the initially pre-packaged biscuit Uneeda.
1899 Campbell Soup makes its first marketing.
1899 JWT becomes the first agency to open an office in London. 1900 N .W. Ayer establishes a business-finding department to program ad campaigns.
1904 John E. Kennedy bursts onto the scene to modify the face of advertising forever.
My next post will continue with the evolution of advertising as we know it.
Mail order guru Ted Nicholas mentioned that the old marketers were the top and that they, and the functions they produced, ought to be studied - he did!
