Twenty per cent can describe either progress or decline. A brand previously holding a quarter of its market has lost ground at twenty per cent. Another, previously barely present, has…
A management idea with a long international career began as a staffing question. Neil H. McElroy wanted additional personnel for brand work at Procter & Gamble. On 13 May 1931,…
A factory can count the cases it ships without knowing what is happening in the shops. Goods may remain in storage, retailers may build up stocks, and competitors may grow…
A handful of paper slips could determine whether an advertising campaign deserved a national budget. They carried orders, requests for samples and identifying marks that connected a response to a…
The Afternoon When Airtime Became a Product On a Monday afternoon in New York, a real estate company paid for the opportunity to speak to people it could neither see…
The School That Changed the Appearance of Everyday Life A tubular steel chair, a glass table lamp and a geometrically shaped teapot might appear to have little in common. One…
When Advertising First Came to Life on Screen A giant cigarette package opens in front of a motion-picture camera. A woman emerges, distributes cigarettes to four men and turns a…