Lively Advertising Cuts of the Twenties and Thirties: 1,102 by Leslie Cabarga, Marcie McKinnon

By Leslie Cabarga, Marcie McKinnon

Huge number of attractive, copyright-free interval photographs embracing number of categories—amusements, children’s actions, women’s models, household and barnyard animals, consuming, ingesting, even more. pleasant visible statement on early 20th-century lifestyles; useful sourcebook for photograph artists.

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The want that Bruce Barton best stimulated, however, was the want for his works of literature. Although The Man Nobody Knows remained on the best-sellers' list for two years and led non-®ction titles in 1926 ± despite generally hostile reviews ± the favourable public response was not entirely spontaneous. Thousands of copies were distributed by businesses as promotional tie-ins. It was brilliantly merchandized thanks to window displays consisting of two lighted candles, a bible and, naturally, Barton's gooder-than-good book.

PART I PUTTING THE `CON' INTO CONCEPT 2 Reviewing Marketing: The Defective Vision of Theodore Levitt It is a truth universally acknowledged that `It is a truth universally acknowledged' is the most compelling opening line in English Literature. 1 But few would deny that Jane Austen's opening salvo in Pride and Prejudice is extremely hard to beat. 2 Have they no originality? If, of course, an analogous Rhetorical Assessment Exercise were performed on the marketing literature, it is a truth universally acknowledged that there'd be very few contenders for the `it is a truth universally acknowledged' title.

It was a time when marketing became the new commercial credo; a time when sales- and product-orientated companies confessed to their sins of omission and 25% commission; a time when marketing doctrine was reformulated thanks to a series of stunning theoretical developments, theoretical developments that still occupy pride of place in principles textbooks. Amongst others, the marketing mix, the PLC, STP, the wheel of retailing, the hierarchy of advertising effects and the marketing concept itself were added to our roll of academic honour during this remarkably fecund period.

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