The History of an Advertising Agency: N. W. Ayer & Sons at Work, 1869-1949, Revised Edition (Harvard Studies in Business History, 5)

CONTENTS ILLUSTRATIONS TABLES CHRONOLOGY EDITOR ' S INTRODUCTION EDITOR ' SINTRODUCTION TO THE FIRST EDITION AUTHOR'S PREFACE AUTHOR'S PREFACE TO THE FIRST EDITION GENERAL HISTORY OF N. W. AYER & SON, INC. ORIGIN OF THE ADVERTISING AGENCY AND DEVELOPMENT T O 1869 FOUNDING OF Ν. W. AYER & SON, 1869-1876 BEGINNING OF THE OPEN CONTRACT, 1875-1880 GROWTH OF AYER SERVICE, 1879-1920 F. W. AYER: THE LAST PHASE, 1906-1923 YEARS OF GREAT PLENTY, 1923-1930 THE LEAN YEARS, 1931-1936 KEEPING EVERLASTINGLY AT IT . . . ANALYSIS OF PARTICULAR ASPECTS OF AYER DEVELOPMENT THE AGENCY'S CLIENTS BASIS OF AYER RELATIONS WITH CLIENTS THE PLANNING OF ADVERTISING CAMPAIGNS CAMPAIGN EXECUTION AND GENERAL SERVICE SOME DEVELOPMENTS IN AYER COPY PROBLEMS AND POLICIES IN DEALING WITH ADVERTISERS THE AGENCY AND ADVERTISING MEDIA RELATIONS BETWEEN N. W. AYER & SON AND OTHER AGENCIES DEVELOPMENT OF ORGANIZATION AND MANAGEMENT WITHIN THE RANKS OF N. W. AYER & SON, 1870-1939 FINANCIAL AND ACCOUNTING HISTORY OF N. W. AYER & S ON CONCLUSION APPENDIX: DISTRIBUTION OF AYER ADVERTISING BY COMMODITIES NOTES AND REFERENCES INDEX