Introduction: Before Advertising Agencies Became Creative Businesses A merchant in late eighteenth-century London who wanted to advertise beyond his immediate neighborhood faced a complicated commercial task. He needed to identify…
Introduction: When Newspapers Became a Marketplace In the early seventeenth century, a reader opening a newspaper in Amsterdam expected to encounter reports about wars, foreign rulers, political developments and commercial…
Introduction: The Artist Who Helped Give the Reformation Its Face The familiar image of Martin Luther did not spread across Europe by accident. Long before photography, television or digital media,…
Introduction Retail empires are often described from the perspective of their largest stores, most recognisable advertising campaigns or latest financial results. Tesco’s history is better understood by beginning with a…
Introduction Long before marketers could measure impressions, clicks and conversions in real time, advertising practitioners were already trying to understand the sequence through which a message becomes a sale. They…
Introduction Few psychological ideas have entered marketing culture as completely as Maslow’s hierarchy of needs. It appears in brand workshops, consumer-behaviour textbooks, advertising presentations and segmentation exercises across the world.…
Introduction India’s advertising history did not begin with a memorable slogan, a celebrity endorsement or a national consumer brand. Its earliest printed advertisements appeared in a colonial commercial world of…