Historians and economists consider advertising a gauge of social development: the more advertising, the greater the development because the greater the choices available to individuals. To catch the consumers attention in a competitive marketplace, companies and brands strive to achieve the instant recognition provided by these and other well-know slogans and advertising campaigns. For many companies, the brand and what it stands for have become vastly more important than the manufacturing of the product behind it.
How is advertising created, how has that process changed over time, how has it developed the world over, and what are its historical, economic, and ethical implications? Until now these questions have been difficult for even trained researchers to answer, because behind each brand name is often a privately held company or creative mind shrouded in the mists of history. The 240 historians and experts who created this groundbreaking encyclopedia have ventured into uncharted territory to fill this important gap in history, aided by the unique resources of the Advertising Age and Hartman Center archives.
Representing a breakthrough in historical research, these handsomely printed and bound volumes belong in every collection serving students and scholars of business, business history, advertising, and social history.
Produced under the auspices of the Museum of Broadcast Communications, this advertising encyclopedia is international in scope.
KEY FEATURES
- some 600 entries on leading agencies world wide
- biographies of influential people in the field
- noteworthy campaigns
- issues affecting advertising
- aspects of advertising methodology and strategy
ABOUT THE EDITORS
John McDonough is a frequent contributor to The Wall Street Journal and Advertising Age and has appeared in American Scholar, The New York Times, and other publications. Since 1996 he has produced, written, and directed many documentary features for the NPR daily magazine program, All Things Considered.
Karen Egolf is project development editor of Advertising Age in Chicago. Previously, she was editor of Advertising Ages Business Marketing.
PUBLICATION DETAILS
- Area: Reference
- List Price: $555.00
- ISBN: 1579581722
- Publisher: Routledge
- Publication Date: 11/22/2002
- Pages: 1873 pages
- Trim Size: 8-1/2 x 11
- Illustrations: 500 b/w illustrations throughout; color insert in each volume
